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Fortune 500 Companies With Shockingly Low Customer Loyalty Revealed

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  • Over half a million customers are generally dissatisfied with America’s richest companies, new research reveals
  • Only ten Fortune 500 companies have a positive net count of loyal customers
  • 129 of the wealthiest US businesses have a negative customer loyalty rating of -82%
Over 100 of the richest companies in America have a spectacularly low customer loyalty score, new research reveals. The study, conducted by digital marketing agency SeoProfy, scrutinized over half a million Trustpilot review scores for 129 Fortune 500 companies, including Tesla, Apple, Amazon, and Target, published until May 1st, 2024. Researchers ranked companies based on their net promoter score (NPS) to measure customer loyalty. This is calculated by subtracting 1-3-star review counts, known as detractors, from 5-star review counts, described as promoters. The study excludes companies with less than 50 reviews on Trustpilot or missing altogether from the platform. The researchers note that to ensure consistency, they only evaluated parent companies rather than brands owned by them. The combined net balance for 129 of the top-grossing businesses in the US was a shocking -82%. Only ten Fortune 500 companies have a positive NPS, meaning their customers are most loyal. Top 10 Companies with the Most Loyal Customers 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 par. Overall, American Family Insurance Group has an NPS of 78%, 9% ahead of the next best-rated Fortune 500 company. Among the richest businesses in the US, Fiserv has the second most loyal customers. This leading fintech company has an impressive NPS of 69%. 84% of its customers give it full marks, while 14% are less than satisfied. Its average Trustpilot score is 4.3, based on 1,278 reviews. Fiserv made $17.7 billion in revenue last year, with a $2.5 billion profit. It is thus the 230th wealthiest business in America. Another fintech company, Global Payments, completes the podium, having the third most loyal customer base in America among the country’s top-grossing businesses. 80% of customers rate its services with maximum scores, whereas 16% left reviews worth three stars or less. This means its NPS is 64%. 3,493 Trustpilot users rate it highly with 4.6 out of 5. In 2023, Global Payments’ revenue totalled nearly $9 billion, with a profit worth $111 million. This places it at #425 in Fortune 500’s list. The only other American companies with a positive NPS are Chewy, Arthur J. Gallagher, Markel, Hertz Global Holdings, Assurant, Carvana and Opendoor Technologies. How Do America’s Richest Companies Treat Their Customers? Only 24 out of America’s richest 50 companies are present on Trustpilot, with at least 50 reviews. None of them had a positive NPS. Still, among them, the ones whose customers are most loyal are UPS, with an NPS of -28%, Tesla (-29%) and Amazon (-50%). 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. America’s Richest Companies with the Least Disgruntled Customers based on their net promoter score (NPS), as of May 1st, 2024 Victor Karpenko, CEO of SeoProfy, comments: “The fact that we only found ten companies listed on the Fortune 500 list with a positive NPS speaks volumes about American business culture. We commend the companies that prioritize customer satisfaction above short-term profits, which can lead to greater retention and customer lifetime value. “A lot of the time, customer dissatisfaction emerges from issues that are not directly related to a product or service, such as being unable to find the information they need on the company’s website. Businesses can cut a lot of dissatisfaction by organizing their websites better and having good SEO standards. This way, their clients would not need to call customer service, which could expose the company to a new set of vulnerabilities. The faster a customer gets their answer, the less likely it is that they will leave a negative review.” The study was conducted by SeoProfy a digital marketing agency with a focus on search engine optimization based on an advanced data-driven SEO approach. Methodology:
  1. The study uses the 2023 edition of Fortune 500’s top-grossing businesses in the US as a seed list, available at https://fortune.com/ranking/fortune500/search
  2. The researchers matched companies with each of their profiles on Trustpilot.com. Companies missing from the platform are excluded. Only parent companies are evaluated, rather than any brands they might own.
  3. Review counts and individual 1-5 scores are collected for each remaining company, true as of May 1st, 2024. Businesses with less than 50 reviews are further excluded. This leaves a total of 129 companies whose Trustpilot reviews are available.
  4. 5-star reviews are labelled as promoters and their count was expressed as a percentage of the total number of Trustpilot ratings.
  5. 1-, 2- and 3-star reviews are labelled as detractors and their count is summed and expressed as a percentage of the total number of Trustpilot ratings.
  6. To measure each company’s net promoter score (NPS), the percentage for detractors is subtracted from the percentage of promoters (i.e. NPS = % promoters - % detractors).
  7. The final ranking orders the 129 companies based on their NPS score, from highest to lowest, to suggest whose customers are most loyal.
Contact details: Should you require any further information, please do not hesitate to contact Ruxanda Josan at ruxanda.josan@journoresearch.org

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