Get your company culture right. Brands known for exceptional loyalty—such as Costco, Apple, Netflix and Tesla—have scores that range from 60-90+, far above the typical company score in the 30s. So, for a company to have a perfect score of 100 means that no customer gave a score indicating they wouldn’t recommend the company. Nichols says, “Culture is what people experience in the hallway, in meetings and in customer conversations. Get the culture right, and you create a better experience for both employees and customers.

Source: Forbes April 12, 2026 12:04 UTC