Over 100 of the richest companies in America have low customer loyalty scores, according to research conducted by digital marketing agency SeoProfy, but Madison’s American Family Insurance defies the trend. The study scrutinized over half a million Trustpilot review scores published until May 1 for 129 Fortune 500 companies.
Researchers ranked companies based on their net promoter score (NPS) to measure customer loyalty. This is calculated by subtracting one- to three-star review counts, known as detractors, from five-star review counts, described as promoters. The study excludes companies with less than 50 reviews on Trustpilot or missing altogether from the platform. For consistency, researchers only evaluated parent companies rather than the brands they own.
Only 24 of America’s richest 50 companies are present on Trustpilot, with at least 50 reviews, and none of them had a positive NPS. Still, among them, those whose customers are most loyal are UPS, with an NPS of -28%, Tesla with -29%, and Amazon with -50%.
American Family Insurance Group has the most loyal customers of all the evaluated Fortune 500 companies. It is the 301st richest business in America, earning $13.8 billion in revenue in 2023, though it also recorded a loss of $1.9 billion last year. Rated 4.7/5 across 424 reviews, the services provided by this insurance enterprise prompted 87% of its customers to leave five-star reviews; however, 9% of the reviewers still rated its services below average. Overall, American Family Insurance Group has an NPS of 78%, 9% ahead of the next best-rated Fortune 500 company.
The richest American companies with the least loyal customers are General Motors, Meta Platforms, Comcast NBCUniversal, Cigna, and Verizon Communications. They all had an NPS of -90% or worse.
