The Brown-Forman Corporation is one of the largest American-owned companies in the spirits and wine business. Based in Louisville, Kentucky, it manufactures several well known brands throughout the world, including Jack Daniel's, Early Times, Old Forester, Woodford Reserve, Canadian Mist, GlenDronach, BenRiach, Glenglassaugh, Finlandia, Herradura, Korbel, and Chambord. Brown-Forman formerly owned Southern Comfort and Tuaca before selling them off in 2016.
As of fiscal 2016 the company had sales of $3.08 billion. The roughly 40 members of the Brown family, cousins that are descendants of founder George Garvin Brown, control more than 70% of the voting shares.
|Traded as||Class A NYSE: BF.A Class B NYSE: BF.B S&P 500 Component (BF.B)|
|Key people||Paul C. Varga, CEO George Garvin Brown IV, Chairman|
|Founded||1870; 147 years ago (1870)|
|Headquarters||Louisville, Kentucky, U.S.|
|Industry||Distilled beverage Wines|
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.
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 Beverages is 0.
The final Net Promoter Score of a company strongly depends on a context in which the satisfaction is measured.
Consider an example: If Brown-Forman 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 Brown-Forman 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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We have estimated the Net Promoter Score of Brown-Forman based on the publicly available information
including the sentiment of the company-related tweets, 3rd party reviews, and Alexa ratings.