Research Examines Candidates' Net Promoter Scores (NPS) Based On Survey of 5,000 Consumers
WABAN, Mass., Sept. 5, 2012 /PRNewswire/ — Temkin Group, a leading market research and consulting firm that helps organizations improve their customer experience, today released research showing that President Obama has a larger number of Promoters than Mitt Romney. Using a customer experience metric called Net Promoter Score (NPS), Temkin Group examined how likely consumers are to recommend the candidates to their friends and colleagues.
Temkin Group surveyed 5,000 U.S. consumers in August, asking about their attitudes towards both President Obama and Mitt Romney. The research shows that Obama and Romney have very low levels of NPS, -67% for Romney and -33% for Obama. Both candidates have more than twice as many Detractors (consumers that are not likely to recommend them) as they do Promoters (consumers that are very likely to recommend them).
"Obama has many more Promoters than Romney, but both have pretty dismal levels of NPS," states Bruce Temkin, Managing Partner of Temkin Group. Temkin goes on to say "if a company had these levels of NPS they'd be in trouble and likely be shedding customers to their competitors."
The research also examined NPS across consumer demographic segments. Here are some of the findings from that analysis:
- Obama has more support from all age groups 64 and younger while Romney has more support from consumers that are 65 and older.
- Obama has a more sizable lead with females than with males.
- Both candidates have about the same support from Caucasians, but Obama has more than a two-to-one advantage with Asians, Hispanics, and African-Americans.
- The gap with African-Americans is immense. With this group, Obama has an NPS of +39% while Romney's is -87%.
- Obama's advantage is about the same for consumers with or without college degrees.
Temkin Group published an infographic showing data from the research that can be accessed from the blog, Customer Experience Matters, at ExperienceMatters.wordpress.com.
For more information about Temkin Group, visit http://www.TemkinGroup.com.
About Temkin Group
Temkin Group is a leading customer experience research and consulting firm with one simple goal for its clients: increase customer loyalty by becoming more customer-centric. The company combines customer experience thought leadership with a deep understanding of the dynamics of large organizations to help senior executives accelerate their results. For more information, contact Bruce Temkin at 617-916-2075 or Email.
About Bruce Temkin
Bruce Temkin is widely recognized as a customer experience thought leader and is Customer Experience Transformist and Managing Partner of Temkin Group. He is also the author of a very popular blog, Customer Experience Matters (ExperienceMatters.wordpress.com). Prior to forming Temkin Group, he was a VP at Forrester Research for 12 years. Bruce is a highly demanded speaker who consistently receives high marks for his content-rich, entertaining keynote addresses. He is also the co-founder and Chair of the Customer Experience Professionals Association (CXPA.org), a global non-profit organization dedicated to the advancement of customer experience management.
Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld. Customer Experience Matters is a registered trademark of Temkin Group.