Avon logo Avon Net Promoter Score 2013 Benchmarks

Last known Net Promoter Score is

52

Avon Products, Inc, known as Avon, is an American international manufacturer and direct selling company in beauty, household, and personal care categories. Avon had annual sales of $10.0 billion worldwide in 2013.

It is the fifth-largest beauty company and, with 6.4 million representatives, is the second largest direct selling enterprise in the world. Avon Products is a multi-level marketing company. The company's CEO is Sherilyn S. McCoy, who was appointed to the position in April 2012. The former CEO, Andrea Jung, became the executive chairman of the board. Recently, Avon has struggled with the global sales falling for five straight years and North American revenues falling 18% in 2014.

In 2016, Avon completed the sale of the remainder of its American business. All of its operations are now outside the United States. As part of a three-year plan, Avon will also move its headquarters to the United Kingdom.

Quick facts about Avon

Total assets US$ 6.4923 billion (2013) US$ 7.3825 billion (2012)
Key people Douglas R. Conant (Chairman) Sherilyn S. McCoy (CEO)
Headquarters New York City, New York, United States
Products Cosmetics Perfume Clothing Toys
Traded as NYSE: AVP S&P 400 Component

Net Promoter Score for Top Brands compared with Avon

NPS is a customer loyalty metric that measures customers’ willingness to not only return for another purchase or service but also make a recommendation to their family, friends or colleagues.

It is a powerful and effective technique, which can greatly increase a company's revenue if used properly.

The main advantages of NPS are close correlation with a company's growth and easy collection, interpretation and communication of the data.

Learn more about NPS

Yes, it is.

Net Promoter Score is a number from -100 from 100.

Scores higher than 0 are typically considered to be good and scores above 50 are considered to be excellent.

The industry average for Consumer Brands / FMCG is 30.



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How to understand the NPS benchmarks

The final Net Promoter Score of a company strongly depends on a context in which the satisfaction is measured.

Consider an example: If Avon sends out NPS surveys immediately after purchase, they are tracking their customers' initial excitement and the checkout experience.

On the other hand, if they survey their customers a few weeks after the purchase they are also tracking how satisfied their customers are with their products and services over time.

Therefore, comparing the NPS score of Avon with your own without any further context is not that useful.

What is extremely useful though, is using the NPS methodology to track the satisfaction of your customers over time. That's where Customer.guru comes in.

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Consumer Brands / FMCG companies with similar Net Promoter Score

Company Score
Budweiser 29
Danone 31
Heinz 31
Kleenex 31
Heineken 34
Wal-Mart 37
Pampers 37
Johnnie Walker 38
Jack Daniels 45
Avon 52

Other companies with Net Promoter Score similar to Avon

Net Promoter Score benchmark sources

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