Customer loyalty in the U.S. is more fragile than ever
In this national benchmark study, QuestionPro tracked Net Promoter Score (NPS), Customer Satisfaction (CSAT), and Repurchase Intent across the industries Americans interact with most: airlines, automotive, banking, grocery, big-box retail, hospitality, and insurance. With over 1,100 respondents and dozens of major brands measured, the results reveal a surprising truth: loyalty can shift dramatically in just a single quarter.
Across U.S. industries, the 2026 CX landscape is defined by volatility—brands that were category leaders just months ago are losing ground, and others are rebounding faster than expected. These patterns expose both the fragility of customer trust and the speed at which CX strategies must adapt.
Where Loyalty Is Rising—and Cracking
Retail shows some of the starkest divides: Costco dominates repurchase intent at an extraordinary 92%, while department stores lag far behind, with Macy’s at just 60%. In automotive, customer frustration is intensifying. The industry's satisfaction scores fell nine points overall, driven by sharp declines at Ford and Chevrolet. Ford’s NPS dropped to 6—a collapse that signals deep dissatisfaction—while Honda held strong with an NPS of 58.
Banking is facing a confidence crisis. Leading institutions show significant declines, with Capital One dropping to –30 NPS and Wells Fargo close behind at –24. These scores indicate widespread erosion of trust—and a heightened risk of churn.
Meanwhile, airlines reveal a different story: a recovery. United Airlines posted the largest NPS gain (+15), and Delta continues to lead the sector at 52. In insurance, the gap between top and bottom performers is massive: USAA posted NPS 63 and CSAT 86%, while GEICO trails considerably behind.
A Predictive Benchmark for CX Leaders
What sets this benchmark apart is its ability to measure not just sentiment—but behavior. NPS and CSAT show how customers feel, while repurchase intent reveals what they are likely to do next. Together, they create a predictive CX signal that helps brands anticipate churn, measure competitive position, and track loyalty over time.
As Ken Peterson, President of QuestionPro Customer Experience, explains: “These benchmarks are a wake-up call—loyalty can shift dramatically in just one quarter.”
This recurring study effectively functions as a Customer Experience Confidence Index, giving CX teams, analysts, and agencies a reliable, comparative view of industry performance—updated quarterly to capture trends before they impact the bottom line.
For journalists covering consumer behavior, brand strategy, economics, or industry performance, the full dataset unlocks hidden storylines within each sector: who is gaining, who is slipping, and why customer loyalty looks nothing like it did even a year ago.
