{"id":1020053,"date":"2025-04-11T00:18:23","date_gmt":"2025-04-11T07:18:23","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=1020053"},"modified":"2025-10-07T04:45:22","modified_gmt":"2025-10-07T11:45:22","slug":"costco-nps","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/costco-nps\/","title":{"rendered":"Costco NPS &amp; Customer Perception in 2025"},"content":{"rendered":"\n<p>Think about the last time you had a really positive experience at a store or with a service. As you walked out, you probably thought, \u201cI\u2019ll definitely recommend this place to my friends.\u201d That feeling is exactly what Net Promoter Score (NPS) represents.<\/p>\n\n\n\n<p>Why should NPS matter to you? It gives you valuable insight into how your customers feel, what they love about your brand, and where there\u2019s room for improvement.<\/p>\n\n\n\n<p>In this blog, we\u2019ll look into what NPS is, why it matters, and how Costco uses its impressive NPS to build strong customer loyalty.<\/p>\n\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What is NPS?<\/strong><\/h2>\n\n\n\n<p>Net Promoter Score (NPS) is one of the simplest and most effective ways to measure customer loyalty and satisfaction. It\u2019s built around a single, but powerful question:<\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>\u201cOn a scale of 0 to 10, how likely are you to recommend us to a friend or colleague?\u201d<\/strong><\/p>\n\n\n\n<p>Based on their responses, customers are grouped into three categories:<\/p>\n\n\n\n<ul>\n<li><strong>Detractors (0\u20136): <\/strong>Unhappy customers who may damage your reputation and discourage others.<\/li>\n\n\n\n<li><strong>Passives (7\u20138): <\/strong>Generally satisfied but unenthusiastic customers are still vulnerable to competitive offers.<\/li>\n\n\n\n<li><strong>Promoters (9\u201310):<\/strong> Loyal enthusiasts who are likely to fuel growth through positive word-of-mouth.<\/li>\n<\/ul>\n\n\n\n<p>To calculate your Net Promoter Score, subtract the percentage of Detractors from the percentage of Promoters:<\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>NPS = % Promoters \u2013 % Detractors<\/strong><\/p>\n\n\n\n<p>This score gives companies a clear snapshot of how their customer experience efforts are landing. A high NPS means strong loyalty, while a low score is a red flag for potential churn and reputational risks.<\/p>\n\n\n\n<p>NPS isn\u2019t just a number; it reflects how well your business meets customer expectations. Whether you&#8217;re benchmarking against competitors in the grocery industry or analyzing industry-wide trends, NPS helps identify what\u2019s working and what needs improvement.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Costco NPS Score Breakdown and Performance<\/strong><\/h2>\n\n\n\n<p>Costco has a solid <strong>NPS of 49<\/strong>, which reflects strong customer loyalty within the <strong>grocery and retail<\/strong> space. In the <strong>big box retail industry, Costco\u2019s NPS is 52<\/strong>. This score is calculated from the following customer sentiment breakdown:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2124\" height=\"1576\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2025\/10\/Costco-NPS.jpg\" alt=\"Costco-NPS\" class=\"wp-image-1043292\"\/><\/figure>\n\n\n\n<ul>\n<li><strong>Promoters: 63%<\/strong><\/li>\n\n\n\n<li><strong>Passives: 23%<\/strong><\/li>\n\n\n\n<li><strong>Detractors: 14%<\/strong><\/li>\n<\/ul>\n\n\n\n<p><strong>NPS = % Promoters (63%) \u2013 % Detractors (14%) = 49<\/strong><\/p>\n\n\n\n<p>Costco\u2019s big box retail NPS is 52, where,<\/p>\n\n\n\n<ul>\n<li><strong>Promoters: 65%<\/strong><\/li>\n\n\n\n<li><strong>Passives: 22%<\/strong><\/li>\n\n\n\n<li><strong>Detractors: 13%<\/strong><\/li>\n<\/ul>\n\n\n\n<p><strong>NPS = % Promoters (65%) \u2013 % Detractors (13%) = 52<\/strong><\/p>\n\n\n\n<p>Costco is performing well above the benchmark compared to the grocery and retail industry average, which is 37, according to <a href=\"https:\/\/www.questionpro.com\/ebook\/benchmarking-nps-csat-usa-2025\/\">QuestionPro\u2019s Q1 2025 Benchmarking NPS and CSAT Report<\/a>. This 12-point lead suggests that a majority of Costco\u2019s customers are not only satisfied, but enthusiastic enough to recommend the brand to others.<\/p>\n\n\n\n<p>This level of advocacy reflects positively on Costco\u2019s consistent value, membership perks, and customer experience. While there\u2019s still a notable percentage of detractors, the high promoter count keeps Costco\u2019s NPS in a competitive position in retail and grocery.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How Does Costco Compare to Grocery and Retail Industry Benchmarks?<\/strong><\/h2>\n\n\n\n<p>Costco has earned an impressive NPS of 49 in grocery and 52 in retail, well above the grocery industry average of 37. This strong score shows that Costco is doing a great job in winning over its customers and building loyalty in a highly competitive market.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"966\" height=\"1228\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2025\/10\/grocery-download-the-full-report-5.jpg\" alt=\"grocery-download-the-full-report-5\" class=\"wp-image-1043810\"\/><\/figure>\n\n\n\n<p>These insights come from QuestionPro\u2019s latest study, which <strong>surveyed 1,000 participants<\/strong> to gather NPS data across various companies and industries. The report reflects real user opinions from <strong>Q1 2025<\/strong> and is updated quarterly.<\/p>\n\n\n\n<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/embed\/v2.js\"><\/script>\n<script>\n  hbspt.forms.create({\n    portalId: \"354042\",\n    formId: \"2032a9c7-613e-4214-aa03-9c4cc3310b42\",\n    region: \"na1\"\n  });\n<\/script>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Costco\u2019s Customer Testimonies<\/strong><\/h2>\n\n\n\n<p>Customer reviews help explain why Costco earns good NPS:<\/p>\n\n\n\n<p>Love Costco. They have great customer service. And they support diversity, equity, and inclusion.\u201d<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\">\n<p>\u201cMy mom says if Costco does not have it, you don\u2019t need it. I\u2019ve had nothing but good experiences in store and online.\u201d<\/p>\n\n\n\n<p>\u201cCostco is always clean, friendly, and helpful! Best prices on bulk or large size items. I love shopping there! AND they support Diversity, Equity, and Inclusion, which is the MOST important piece. Thank you Costco!!!\u201d<\/p>\n\n\n\n<p>\u201cI love Costco. Has everything we need and more. The stores are spotless inside and out, including their bathrooms. Employees are very knowledgeable, friendly, and always willing to help. The store can be crowded, but very seldom is there a long wait at the cashier. They are customer experience oriented.\u201d<\/p>\n<cite>(Reviews sourced from verified users on Trustpilot.)<\/cite><\/blockquote>\n\n\n\n<p>These testimonials highlight the key factors behind Costco\u2019s strong customer loyalty, product quality, personalized service, reliability, and a seamless <a href=\"https:\/\/www.questionpro.com\/blog\/shopping-experience\/\">shopping experience<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How is Costco\u2019s High NPS Driving Stronger Customer Loyalty?<\/strong><\/h2>\n\n\n\n<p>Costco\u2019s impressive Net Promoter Score of 49 builds and maintains customer loyalty significantly. Here\u2019s how:<\/p>\n\n\n\n<ul>\n<li><strong>Top Ranking<br><\/strong>Costco is ranked well and leading the way in customer satisfaction within the retail industry. It outperforms major competitors with a strong NPS score, including Amazon and Target.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul>\n<li><strong>High Customer Loyalty<br><\/strong>With 89% customer loyalty, Costco has established itself as a trusted brand that customers keep coming back to.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul>\n<li><strong>Promoter vs. Detractor Breakdown<br><\/strong>Costco\u2019s NPS includes 69% Promoters, meaning nearly 7 out of 10 customers would highly recommend the brand. This creates a solid foundation of customer advocacy.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul>\n<li><strong>Gender and Demographic Insights<\/strong>\n<ul>\n<li>Female customers rate Costco\u2019s NPS 5 points higher than male customers.<\/li>\n\n\n\n<li>Native American customers give Costco the highest NPS, showing appeal across diverse groups.<\/li>\n\n\n\n<li>Customers aged 31-35 have the highest NPS, reflecting a strong connection with this age group.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul>\n<li><strong>Long-term Relationships<br><\/strong>Costco\u2019s NPS is highest among customers who have been using its services for 2 to 5 years, highlighting the brand\u2019s ability to build lasting loyalty over time.<\/li>\n<\/ul>\n\n\n\n<p>By focusing on delivering great value and a positive shopping experience, Costco\u2019s high NPS continues to be a key driver of its strong customer loyalty.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How to Measure and Improve Your NPS?<\/strong><\/h2>\n\n\n\n<p>Like Costco has done, measuring and improving your NPS is a simple but powerful way to boost customer loyalty and satisfaction. Here\u2019s how you can measure your own NPS and use the insights to improve your customer experience:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Create Your NPS Survey<\/h3>\n\n\n\n<p>Start by creating a survey with the classic NPS question. You can use platforms like QuestionPro, where, with a couple of clicks, you can create an NPS survey in seconds:<\/p>\n\n\n\n<p><strong>\u201cOn a scale of 0 to 10, how likely are you to recommend our company to a friend or colleague?\u201d<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2025\/03\/Net-Promoter-Question-Example.jpg\" alt=\"\"\/><\/figure>\n\n\n\n<pre class=\"wp-block-verse has-text-align-center\">For deeper insights, try our <a href=\"https:\/\/www.questionpro.com\/askwhy\/\">AskWhy feature<\/a>. It adds an open-ended follow-up question to gather context on scores.<\/pre>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2025\/03\/image.png\" alt=\"\"\/><\/figure>\n\n\n\n<p>QuestionPro\u2019s <a href=\"https:\/\/www.questionpro.com\/survey-templates\/net-promoter-score-nps-survey\/\">NPS template<\/a> makes setting up your survey quick and easy, so you can start collecting feedback in no time.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Distribute Your Survey<\/h3>\n\n\n\n<p>Once your survey is ready, share it through different channels:<\/p>\n\n\n\n<ul>\n<li>Email invitations<\/li>\n\n\n\n<li>Web links (on your website or in email signatures)<\/li>\n\n\n\n<li><a href=\"https:\/\/www.questionpro.com\/features\/distributed-via-QRcodes.html\">QR codes<\/a> (for in-store or event-based surveys)<\/li>\n\n\n\n<li>Social media and SMS<\/li>\n<\/ul>\n\n\n\n<p>You can also use <a href=\"https:\/\/www.questionpro.com\/audience\/\">QuestionPro Audience<\/a> to target specific groups, helping you reach the right respondents for more accurate insights.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Analyze Your Results in Real Time<\/h3>\n\n\n\n<p>QuestionPro automatically calculates your NPS and groups customers into Promoters, Passives, and <a href=\"https:\/\/www.questionpro.com\/blog\/nps-detractor\/\">Detractors <\/a>as responses roll in. This gives you an instant snapshot of customer sentiment, just like Costco does to track its customer loyalty.<\/p>\n\n\n\n<p>With real-time analysis, you can quickly see where your business excels and where there\u2019s room to improve.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Take Action on Feedback<\/h3>\n\n\n\n<p>The key to improving your NPS is acting on the insights you gather. Look closely at the areas where your score is lower and take steps to improve those experiences. Whether tweaking your product, improving customer service, or addressing pain points, QuestionPro\u2019s tools help you prioritize the most important areas for change.<\/p>\n\n\n\n<p>And with benchmarking, you can compare your results to industry leaders, giving you a clear idea of how you stack up.<\/p>\n\n\n\n<p>With QuestionPro, measuring and improving your NPS becomes an ongoing process that keeps you on track to build stronger customer relationships and continue growing your business, just like Costco has done to keep its customers loyal and satisfied.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Ready to Improve Your NPS?<\/strong><\/h2>\n\n\n\n<p>Want to boost your NPS and grow customer loyalty? We\u2019ve got you covered!<\/p>\n\n\n\n<ul>\n<li><strong>Stay Ahead with the Latest Insights:<\/strong> <strong>Download the Q1 2025 NPS Benchmark Report<\/strong> to see how top brands drive loyalty.<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-layout-1 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-background wp-element-button\" href=\"https:\/\/www.questionpro.com\/ebook\/benchmarking-nps-csat-usa-2025\/\" style=\"border-radius:35px;background:linear-gradient(135deg,rgb(255,160,3) 0%,rgb(255,105,0) 100%)\"><strong><strong>Download the NPS Benchmark Report Now<\/strong><\/strong><\/a><\/div>\n<\/div>\n\n\n\n<p><\/p>\n\n\n\n<ul>\n<li><strong>Optimize Your NPS Strategy:<\/strong> QuestionPro has the tools to help you measure and improve customer satisfaction. Let\u2019s talk about how we can help!<\/li>\n<\/ul>\n\n\n\n<p>We\u2019ll help you identify key areas to improve your NPS and customer experience.<\/p>\n\n\n\n\n\t<div class=\"banner-section wf-section\" lang=\"\" >\n\t\t<div class=\"right-column-container\">\n\t\t\t<div class=\"bannerbg white\">\n\t\t\t\t<span class=\"h1-2\">Create memorable experiences based on real-time data, insights and advanced analysis.<\/span>\n\t\t\t\t<a href=\"#userliteForm\" data-toggle=\"modal\" class=\"button w-button\">Request Demo<\/a>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\t<div class=\"userlite-modal modal fade\" id=\"userliteForm\" tabindex=\"-1\" role=\"dialog\" style=\"display: none;\">\n\t\t<div class=\"modal-dialog\" role=\"document\">\n\t\t\t<div class=\"modal-content\" role=\"document\">\n\t\t\t\t<div class=\"modal-body\">\n\t\t\t\t\t<div class=\"modal-header\">\n\t\t\t\t\t\t<button type=\"button\" class=\"close\" data-dismiss=\"modal\" aria-label=\"Close\">\n\t\t\t\t\t\t\t<i class=\"material-icons\">close<\/i>\n\t\t\t\t\t\t<\/button>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"contact-us-form-wrapper contact-box\">\n\t\t\t\t\t\t<div class=\"userlite-form-wrapper\">\n\t\t\t\t\t\t\t<iframe src=\"https:\/\/www.questionpro.com\/userlite-form-blog-en.html?product=CX&amp;referralurl=https:\/\/www.questionpro.com\/blog\/wp-json\/wp\/v2\/posts\/1020053&amp;lang=en&amp;cat=customer-effort-score|cx-2|nps\" style=\"display: block;\" ><\/iframe>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"demo-form-wrapper success-message-div\" style=\"display:none\">\n\t\t\t\t\t\t\t<p class=\"success-message-para\"><\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n\n\n<p><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p>Costco isn\u2019t the only company in the grocery retail industry with valuable lessons for those looking to improve their customer service and experience. Below, we recommend a few articles where you can learn how other major brands manage to maintain a high NPS and a loyal customer base \u2014 you\u2019ll surely find some useful insights along the way.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2100\" height=\"1254\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2025\/04\/Whole-Foods-Market-NPS-2025.jpg\" alt=\"Whole-Foods-Market-NPS-2025\" class=\"wp-image-1021056\"\/><\/figure>\n\n\n\n<h5 class=\"wp-block-heading\"><a href=\"https:\/\/www.questionpro.com\/blog\/whole-foods-market-nps\/\">Whole Foods Market NPS in 2025<\/a><\/h5>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2100\" height=\"1254\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2025\/04\/Safeway-NPS-2025.jpg\" alt=\"Safeway-NPS-2025\" class=\"wp-image-1020433\"\/><\/figure>\n\n\n\n<h5 class=\"wp-block-heading\"><a href=\"https:\/\/www.questionpro.com\/blog\/safeway-nps\/\">Safeway NPS &amp; Customer Experience Insights 2025<\/a><\/h5>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2100\" height=\"1254\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2025\/04\/sams-club-nps-2025.jpg\" alt=\"sam's-club-nps-2025\" class=\"wp-image-1021206\"\/><\/figure>\n\n\n\n<h5 class=\"wp-block-heading\"><a href=\"https:\/\/www.questionpro.com\/blog\/sams-club-nps\/\">Sam&#8217;s Club NPS &amp; Customer loyalty in 2025<\/a><\/h5>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Think about the last time you had a really positive experience at a store or with a service. As you [&hellip;]<\/p>\n","protected":false},"author":51,"featured_media":1044652,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[992,170,303],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Costco NPS &amp; Customer Perception in 2025 | QuestionPro<\/title>\n<meta name=\"description\" content=\"Curious about Costco\u2019s NPS? 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