Most customers compare your business with the best experience they have had elsewhere.
Yes, in 2026, customer experience (CX) has become one of the biggest competitive advantages for businesses.
According to industry research, more than 50% of customers may switch to a competitor after just one unsatisfactory experience. At the same time, customer-centric brands report profits that are around 60% higher than businesses that do not prioritise customer experience.
So, what do these numbers show? Delivering a good product alone is no longer enough. Nowadays, D2C businesses must try to achieve the customer service industry standards. Need some references? This article covers the latest customer experience benchmarks 2026 (NPS, CSAT, and CES) across 12 different industries.
Customer Experience Benchmarks 2026: Check Out The Latest CX KPI Benchmarks by Industry
Recently, a customer experience benchmark study for Q1 2026 was conducted across multiple industries in the United States to compare how customers rated their experiences with different businesses. The study used three common metrics:
| Metric | Explanation |
| NPS (Net Promoter Score) |
|
| CSAT (Customer Satisfaction Score) |
|
| CES (Customer Effort Score) |
|
For a VP or director of a growing D2C company (earning 5M+ revenue), these numbers can act as “industry benchmarks”. They show what customers expect from leading companies and how different industries perform in delivering customer experience. For your reference, below are customer experience benchmarks 2026 (industry-wise):
1. Smartphones
| Parameter | Score |
| NPS | 46 |
| CSAT | 84% |
| CES | 86% |
The smartphone industry recorded the highest Net Promoter Score (46) among all industries covered in the report. This indicates that smartphone users are more willing to recommend their preferred brands than customers in other sectors.
The report attributes this to “ecosystem integration” and hardware quality. For those unaware, ecosystem integration means that multiple products and services from the same company work well together. For example,
- A phone, smartwatch, laptop, cloud storage, messaging, and payment services may all connect without requiring additional setup.
- When customers use several products from the same brand without facing compatibility issues, they are more likely to continue buying from that brand.
Additionally, the 84% CSAT score shows that a large majority of customers are satisfied with their overall experience. Meanwhile, the 86% CES score indicates that customers generally find these products easy to use, whether they are setting up the device, accessing features, or
receiving support.
2. Workspace Providers
| Parameter | Score |
| NPS | 41 |
| CSAT | 82% |
| CES | 83% |
When checking NPS benchmarks by industry 2026, workspace providers achieved the second-highest Net Promoter Score (41) in the report. This category includes software used for communication, document creation, collaboration, meetings, project management, and other workplace activities.
According to the study, such a high NPS is a result of high “cross-platform” experience. It means that users can move between desktops, laptops, tablets, and smartphones without losing access to their work. Whether someone uses Windows, macOS, Android, or iOS, they expect the same features and performance.
Moreover, an 82% CSAT score indicates that most users are satisfied with these products. The 83% CES score suggests that customers do not face major obstacles while using the software or completing everyday tasks.
3. Music Streaming
| Parameter | Score |
| NPS | 39 |
| CSAT | 85% |
| CES | 86% |
Music streaming services recorded an NPS of 39, placing them among the top-performing industries in the study. If we talk about CSAT benchmarks 2026, they also achieved a CSAT score of 85%, which is one of the highest satisfaction levels across all categories.
The potential reason? The report explains that customers appreciate personalisation and a wide content library. In this industry, “personalisation” refers to recommendations based on a user’s listening habits. Instead of searching manually for new music, customers receive playlists, artist suggestions, and recommendations that match their interests.
Additionally, the 86% CES score indicates that customers generally find it easy to discover content, create playlists, and access their music across different devices. The high satisfaction level suggests that customers value services that adapt to their individual preferences rather than offering the same experience to everyone.
4. Video Streaming
| Parameter | Score |
| NPS | 39 |
| CSAT | 84% |
| CES | 88% |
Video streaming services also achieved an NPS of 39, matching the music streaming industry. If we consider customer service industry standards, this category recorded an 84% CSAT score and the highest CES score (88%) among the industries listed.
The report also notes that Netflix recorded a 92% CSAT score and a 4.59 CES, making it the highest ease score among technology brands included in the research. This indicates that customers find it simple to browse content, watch videos, continue where they stopped, and use the platform across different devices.
5. Social Media
| Parameter | Score |
| NPS | 22 |
| CSAT | 75% |
| CES | 82% |
The social media industry recorded an NPS of 22, making it the lowest-rated category within the technology sector. While customers continue to use these platforms, many are less willing to recommend them to others.
The potential reasons behind this result? As per the study, the following reasons may have negatively influenced the industry:
| I) Privacy Concerns | II) Algorithm Friction | III) Monetisation |
| Privacy concerns relate to how customer data is collected, stored, or used. | Algorithm friction refers to situations where users feel the platform is showing content they do not want or making it difficult to find content they do want. | Monetisation includes factors such as excessive advertisements, paid features, or other methods used to generate revenue that may reduce the user experience. |
However, the CSAT score of 75% indicates that many users are still reasonably satisfied with the service. The CES score of 82% also suggests that customers generally find these platforms easy to use.
6. Grocery Retail
| Parameter | Score |
| NPS | 35 |
| CSAT | 77% |
| CES | 82% |
When learning about customer experience benchmarks 2026 (industry-wise), be aware that the grocery retail industry achieved an NPS of 35, with a CSAT score of 77% and a CES score of 82%. According to the report, the sector experienced a “lower rating” (as compared to last year) from customer service industry standards due to the “holiday season”, which usually brings:
- Higher customer traffic
- Inventory pressure
- Longer checkout lines, and
- Delivery challenges
Once this period ends, businesses usually return to more stable operations, which can improve the customer experience. The report also highlights strong performance from Costco, which achieved an NPS of 64, while H-E-B and Trader Joe’s recorded significant improvements in customer satisfaction. These companies appear to have strengthened customer perceptions after the holiday period.
7. Big Box Retail
| Parameter | Score |
| NPS | 35 |
| CSAT | 80% |
| CES | 79% |
Big box retail recorded an NPS of 35, together with a CSAT score of 80% and a CES score of 79%. The report notes that this industry recovered compared with the previous quarter.
Reason for recovery? It could potentially be the performance of “omnichannel retailers”.
For those unaware, omnichannel retail means customers can move between different shopping channels (such as physical stores, websites, and mobile apps) while receiving a connected experience. For example,
- A customer may order online
- Collect the product from a store
- Return it through another location, or
- Check inventory before visiting the store.
The study specifically points to Best Buy, whose NPS increased from 11 in Q4 2025 to 48 in Q1 2026. This large improvement suggests that changes made after the previous quarter had a positive effect on customer loyalty.
8. Automotive
| Parameter | Score |
| NPS | 32 |
| CSAT | 75% |
| CES | 77% |
When checking out NPS benchmarks by industry 2026, be aware that the automotive industry recorded the largest improvement in Net Promoter Score during Q1 2026. Its NPS increased from 12 in Q4 2025 to 32, representing the biggest rebound among the industries covered in the report. The sector also reported a CSAT score of 75% and a CES score of 77%.
Besides, the study also highlights GMC and BMW, both of which achieved an NPS of 61. This indicates that customers of these brands are much more willing to recommend them than the industry average or as per customer service industry standards.
Although the report does not specify the reasons behind the improvement, such a large increase generally suggests that customer perceptions became more positive over the quarter. This may potentially result from improvements in product quality, dealership experience, after-sales service, or overall value offered to customers.
9. Hotel and Hospitality
| Parameter | Score |
| NPS | 27 |
| CSAT | 80% |
| CES | 85% |
The hotel and hospitality industry recorded an NPS of 27, which is lower than many other industries in the report. The report also notes that NPS fell by 11 points compared with Q4 2025 and by 17 points compared with Q1 2025. This is a significant decline in customer loyalty within one year.
Interestingly, the CSAT score remained at 80%, indicating that many customers were still satisfied with their hotel stay or service. However, satisfaction alone did not translate into stronger loyalty.
Potential reasons for the decline? It could be due to higher room rates and reduced value in loyalty programmes. Be aware that “loyalty devaluation” means customers receive fewer benefits, rewards, or discounts than they previously did, even though they continue spending similar amounts. As a result, customers may feel that the overall value has decreased.
In contrast, the CES score of 85% shows that customers generally did not face major difficulties during booking, check-in, or their stay. However, an easy experience could not offset concerns about pricing and reduced rewards.
10. Airlines
| Parameter | Score |
| NPS | 25 |
| CSAT | 75% |
| CES | 78% |
When learning about customer experience benchmarks 2026 (industry-wise), be aware that the airline industry recorded an NPS of 25, a CSAT score of 75%, and a CES score of 78%. While the report notes that the industry improved compared with the previous quarter, customer opinions still vary significantly between airlines. According to the research:
- JetBlue achieved the highest NPS of 52, showing that many of its customers are willing to recommend the airline.
- In contrast, Southwest Airlines experienced a sharp decline, with its NPS dropping from 34 to 16 after changes to company policies and baggage fees.
This finding shows that customer experience extends beyond the flight itself. Changes in pricing, baggage rules, cancellation policies, or other terms can influence how customers view a business. Even if the core service remains similar, customers may react negatively when they feel they are paying more or receiving fewer benefits.
11. Insurance
| Parameter | Score |
| NPS | 22 |
| CSAT | 74% |
| CES | 76% |
If we talk about the customer service industry standards in the context of the insurance sector, the industry recorded an NPS of 22, along with a CSAT score of 74% and a CES score of 76%.
However, the report highlights major differences between individual companies.
For example,
- Farmers Insurance recorded the highest NPS of 35.
- Whereas Liberty Mutual posted an NPS of -15, the lowest score within the sector.
A negative NPS means more customers are likely to discourage others from using the company than recommend it. As a VP or director of a growing D2C company, you can observe that companies that maintain customer trust and meet expectations consistently are more likely to achieve stronger loyalty than competitors.
12. Banking and Credit Unions
| Parameter | Score |
| NPS | 19 |
| CSAT | 72% |
| CES | 76% |
When studying the NPS benchmarks by industry 2026, be aware that the banking and credit union sector reported the lowest NPS (19) among the industries listed in the research. The report also notes that this is the second consecutive quarter of declining NPS, indicating that customer loyalty has weakened over two reporting periods.
However, the CSAT score of 72% and the CES score of 76% suggest that many customers are reasonably satisfied with banking services and do not experience major difficulties while using them.
Another significant finding? It is the difference in ratings between local credit unions and national banks. Local credit unions achieved an NPS of 47, substantially higher than the industry average. In comparison, national US banks recorded an NPS of -10, indicating that more customers were unwilling to recommend the bank.
This comparison suggests that customers place significant value on trust, personal service, and long-term relationships. Smaller financial institutions may be meeting these expectations more successfully than some larger banks.
How This Research Was Conducted? The Methodology
The above benchmarking survey was conducted “online” in the United States in March 2026. The participants answered the questions over the internet rather than through telephone calls, face-to-face interviews, or paper forms.
The survey included 1,200 respondents, and 100+ brands were tracked. In the research, customer expectations were analyzed based on multiple factors such as:
- Pricing
- Competition
- Customer service industry standards
- Consumer behaviour
- Digital adoption
- Local regulations, and more
Furthermore, only adults aged 18 years or older participated, and primarily the respondents were “household decision-makers”.
What Is the “Margin of Error” in this Study?
The survey conducted to calculate the above customer experience benchmarks 2026 may have a margin of error of about 2.83% at a 95% confidence level. For those unaware, the margin of error represents the amount by which survey results may differ from the actual opinions of the entire population.
Want to Achieve Customer Experience Benchmarks 2026? Partner With Atidiv and Transform Your CX
So, now you know the latest industry-wise customer experience benchmarks 2026 and what they reveal about customer expectations across different industries. If we were to revise what benchmarks are, they are “reference points” that help businesses compare their customer experience performance with industry standards.
They indicate where a business stands in areas such as customer loyalty, satisfaction, and ease of doing business. Some of the CX KPI benchmarks (by industry) you must be aware of are:
- Smartphones recorded the highest NPS (46) among all industries.
- Workspace providers achieved the second-highest NPS (41).
- Streaming services recorded the highest CES (88%), reflecting an easy customer journey.
- Hotel and Hospitality saw one of the sharpest declines in NPS despite maintaining an 80% CSAT.
- Local credit unions significantly outperformed national banks with an NPS of 47.
- Automotive recorded the largest quarterly improvement, with NPS rising from 12 to 32.
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Recently, we partnered with a US-based online tire retailer and saved $1.3M, as well as helped it rank #1 for customer service in the online tire retailer category. To learn more, book a free consultation call today!
Customer Experience Benchmarks 2026 FAQs
1. Why should my growing D2C company compare its customer experience with industry benchmarks?
Customer service industry standards or benchmarks help you see how your customer experience compares with businesses in the same market. If your scores are below the industry average, they may point to areas that need attention.
They also help you set realistic improvement goals instead of making decisions based only on assumptions.
2. Which customer experience metric should I improve first: NPS, CSAT, or CES?
There is no single answer. As per general industry understanding, NPS, CSAT, and CES are all important because they measure different aspects of the customer experience and work together. Ideally, you may:
- If customers are not recommending your business, improve NPS.
- If customers are unhappy after a purchase, work on CSAT.
- If customers find it difficult to buy, return products, or get support, improving CES should become a priority.
3. How often should I measure customer experience in my business?
You may start by collecting customer feedback every quarter through:
- Post-purchase surveys
- Email questionnaires
- Website feedback forms, or
- Customer support interactions
Along with customer comments, you can also track key performance indicators (KPIs) such as Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), Customer Effort Score (CES), customer retention rate, repeat purchase rate, and complaint resolution time to monitor changes over time.
4. How can I use the customer experience benchmarks 2026 to improve my business?
The call center benchmarks 2026 provide a “reference” of how different industries are performing. As a VP or director of a D2C company (earning $5M+ revenue), you may:
- Compare your customer feedback with these benchmarks
- Identify gaps, and
- Prioritise improvements that matter most to your customers
