Net Promoter Industry Report

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1 Nt Promotr Inustry Rport US CONSUMER 2014 A I R L I N E S TRAVEL & HOSPITALITY AIRLINES HOTELS S A T M E T R I X. C O M / B E N C H M A R K I N G

2 Also Avill In th Stmtrix 2014 US Consumr Rport Sris FINANCIAL SERVICES BANKING BROKERAGE & INVESTMENTS CREDIT CARDS ONLINE SERVICES ONLINE SHOPPING ONLINE ENTERTAINMENT TRAVEL WEBSITES INSURANCE HEALTH INSURANCE AUTO INSURANCE HOME & CONTENTS INSURANCE LIFE INSURANCE TECHNOLOGY & ELECTRONICS SOFTWARE & APPS SMARTPHONES TABLET COMPUTERS LAPTOP COMPUTERS TELECOMMUNICATIONS CELL PHONE SERVICE CABLE & SATELLITE TV INTERNET SERVICE RETAIL STORES GROCERY & SUPERMARKETS DEPARTMENT & SPECIALTY STORES DRUG STORES & PHARMACIES TRAVEL & HOSPITALITY AIRLINES HOTELS SATMETRIX.COM/BENCHMARKING

3 Businss to Consumr: Airlins 2014 Contnts 1 Nt Promotr US Consumr Stuy 2014 Ovrviw 4 2 Th US 2014 Airlins Consumr Bnhmrk 5 3 Yr on Yr Chns in Nt Promotr Sor 7 4 Intrprtin th Inormtion in your Rport 10 1 st : Southwst 12 2 n : Jt Blu 14 3 r : Virin Amri 16 4 th : Alsk 18 5 th : Dlt 20 6 th : AirTrn 22 7 th : Continntl 24 8 th : Unit 26 9 th : Amrin th : US Airwys 30 5 Appnix 33 6 Ll Inormtion 35 7 Artwork Attriution 38 3

4 Stmtrix Dt Prouts: Nt Promotr Bnhmrks 1 Nt Promotr US Consumr Stuy 2014 Ovrviw Nt Promotr is oth loylty mtri n isiplin or usin ustomr k to ul proitl rowth. Dvlop y Stmtrix, Bin & Compny, n Fr Rihhl, th onpt ws irst populriz throuh Rihhl's ook Th Ultimt Qustion, n hs sin n mr y lin ompnis worlwi s th stnr or msurin n improvin ustomr loylty. Th Nt Promotr Sor, or NPS, is loylty mtri tht is lult y plin ompny's ustomrs into thr toris: Promotrs, Pssivs, n Dtrtors. Customrs r sk on ky loylty qustion: How likly is it tht you woul rommn [Compny X or Brn X] to rin or ollu? Customrs rspon on 0-to-10 point rtin sl, with 0 in not t ll likly, n 10 in xtrmly likly to rommn. Rsponss r toriz s ollows: Promotrs (sor 9-10) r loyl nthusists who will kp uyin n rr othrs, ulin rowth. Pssivs (sor 7-8) r stisi ut unnthusisti ustomrs who r vulnrl to omptitiv orins. Dtrtors (sor 0-6) r unhppy ustomrs who n m your rn n imp rowth throuh ntiv wor-o-mouth. To lult ompny's Nt Promotr Sor, tk th prnt o ustomrs who r Promotrs n sutrt th prnt who r Dtrtors. Th rsultin NPS n provi insiht on omptitiv position mon ompnis in ivn inustry. By unrstnin ttriuts o th ustomr xprin tht inlun th rommn sor n NPS, ompnis n mk improvmnts to prout n srvi sin n livry to support proitl rowth. 1.1 Aout th 2014 Stmtrix Nt Promotr Bnhmrks Th Nt Promotr Bnhmrks r ompil y Stmtrix, th o-vlopr o Nt Promotr, to hlp ompnis ompr thir Nt Promotr Sor prormn to othr lin rns. Th usinss-to-onsumr nhmrks rt lin onsumr rns ross vrity o inustry stors n ountris. Dt or th 2014 US onsumr nhmrk ws ollt in Jnury 2014 usin n optin mil survy with mor thn 24,000 iniviuls in th Unit Stts ross mor thn 200 rns in 22 inustry stors. Th ts inlus rns or whih 100 or mor rsponss wr riv rrin th ompny's prouts n/or srvis. This tns to ptur th lrst ompnis oprtin in th mrkt, ut is sujt to som vriility s on th rsponnt smpl. In ition this this rport, th rsponnt-lvl t unrlyin th inins n sttistis n lso purhs rom Stmtrix. For mor inormtion on Nt Promotr n th t olltion mthooloy, rr to th Appnix. 4

5 Businss to Consumr: Airlins Th US 2014 Airlins Consumr Bnhmrk 2.1 Nt Promotr Sors Th 2014 US Consumr Airlins stuy, turs rtins or 10 irnt ompnis, rom 2,362 US onsumrs. Blow r th Nt Promotr sors or h rn ovr. Eh rn's sor is plott s r ot. Th stnr rror o th NPS sttisti is plott s horizontl rs ithr si o th sor. Sors r sort hihst to lowst. Southwst 62 Jt Blu 56 Virin Amri Alsk Dlt AirTrn Continntl Unit 10 Amrin 3 US Airwys Nt Promotr Sor 5

6 Stmtrix Dt Prouts: Nt Promotr Bnhmrks 2.2 Nt Promotr Ctory Brkown Th ollowin iur rks own th proportion o rsponnts toriz s Promotrs, Pssvis, or Dtrtors or h rn Dtrtor Pssiv Promotr Southwst 21% 71% Jt Blu 24% 66% Virin Amri 13% 26% 61% Alsk 11% 31% 58% Dlt 23% 33% 44% AirTrn 21% 38% 40% Continntl 25% 34% 41% Unit 27% 37% 37% Amrin 32% 32% 35% US Airwys 36% 35% 28% 0% 25% 50% 75% 100% Proportion o Rsponnts 2.3 Rspons Counts Th tl low ontins th totl numr o rsponss or h rn, n thir istriution ross th irnt Nt Promotr toris. Compny Dtrtor Pssiv Promotr Totl Southwst Jt Blu Virin Amri Alsk Dlt AirTrn Continntl Unit Amrin US Airwys

7 Businss to Consumr: Airlins Yr on Yr Chns in Nt Promotr Sor Vs NPS Th Airlins stor hs n prt o th Stmtrix nnul US onsumr nhmrk stuy sin Th ollowin hrt shows how th sors o th ovr rns hv hn sin th 2013 stuy. Stnr rrors roun th sors r isply t horizontl lins. Southwst Jt Blu Virin Amri Alsk Dlt AirTrn Continntl Unit Yr Amrin US Airwys Nt Promotr Sor 7

8 Stmtrix Dt Prouts: Nt Promotr Bnhmrks 3.2 Siniin Tstin Chns sin 2013 Th ollowin hrt isplys th nnul NPS hns or th rns ovr, orr y th siz o th irn. Th olour o th ots inits lvls o sttistil siniin; how likly it is tht NPS hns in our smpl rlt hns w woul s i it ws possil to intrviw rn's ntir ustomr s. Unit Dlt Continntl Jt Blu Virin Amri AirTrn Southwst Alsk Conin Non Si. 95% Amrin US Airwys NPS Chn 8

9 Businss to Consumr: Airlins Trns ovr tim Th ollowin rry shows n NPS trn hrt or th rns trk in th Airlins stor, orr rom hihst to lowst NPS or Eh hrt isplys th yr on th x (horizontl) xis, n NPS on th y (vrtil) xis. Th yr-on-yr trn or h rn is in lk. Th trnlins or ll th rns in th stuy is shown in th kroun in ry, or ontxt. Yr-on-yr hns whih r siniint (>90% onin) r init with lk ot. Multi-yr trns n siniint without h nnul sor irn in siniint (.. nrl upwrs trn ovr our yrs). Southwst Jt Blu Virin Amri Alsk Dlt AirTrn Continntl Unit Nt Promotr Sor Amrin US Airwys

10 Stmtrix Dt Prouts: Nt Promotr Bnhmrks 3 Intrprtin th Inormtion in your Rport Th ollowin stion provis sttistil proil o th rns ovr in this stuy, with oul p spr on h. In ition to Liklihoo to Rommn n NPS, this stuy omprs ompnis prormn on vrious rivrs, or ttriuts o th ustomr xprin tht my inlun ustomrs loylty. Consumrs rt thir stistion with h ttriut on 0 to 10 sl whn rsponin to th nhmrk survy. A ompny s prormn on prtiulr rivr is summris s th vr stistion sor ivn. Th inormtion on h rn is ornis into thr stions. 1 NPS 2 Anlysis o Rltionship Drivrs 3 Anlysis o Inustry Drivrs NPS Th uppr pn provis inormtion on h ompny s NPS, thir rkown y th Nt Promotr toris, n thir Liklihoo to Rommn istriution. Also provi r som ky morphis o th smpl; A, Inom n Tnur. Anlysis o Rltionship Drivrs Rltionship rivrs r qustions whih r sk ross ll inustris in th Stmtrix Consumr Bnhmrk stuis, n prtin to ustomr s ovrll rltionship with rn, n rn-prptions s upon thir xprins. Anlysis o Inustry Drivrs Ths r inustry-spii rivrs, whih r tilor to h o th 22 stors ovr in th Stmtrix 2014 US onsumr rsrh. Ths msur ustomrs stistion with spii spts o prout or srvi within vrtil. 10

11 Businss to Consumr: Airlins 2014 Comptitiv Prormn: Dotplots Dot plots n us to ompr ompny s prormn Attitu & Frinlinss o Cin St Eiiny & Attntion o Cin St inst thir omptitors in th Chk In Pross nhmrk, or irnt rivrs. A ompny s vr stis- Es o Bookin B n Extrs Foo & Drink Qulity tion sor is rprsnt s In Fliht Entrtinmnt Qulity lu ot, whil th Stor vr, st, n worst sors in St Comort th nhmrk r rprsnt in ry. In th xmpl to th lt or Southwst Airlins, w n s tht thy sor vry hihly rltiv to th othr Airlins on mny spts. Th xption is th qulity o In Fliht Entrtinmnt, whr thy sor low vr. Importn Vs. Prormn: Qurnt Plots Whil vr sors iv oo i o ompny s prormn on irnt loylty rivrs, it s lso worth tkin into onsirtion h rivr s importn. By importn, hr w mn its likly t on ustomr s Liklihoo to Rommn tht rn. Importnt rivrs hv stronr ssoition with Impt on Loylty Prioritiz HIGH IMPORTANCE LOW PERFORMANCE Improv LOW IMPORTANCE LOW PERFORMANCE Consumr Stistion Lvr HIGH IMPORTANCE HIGH PERFORMANCE Mintin LOW IMPORTANCE HIGH PERFORMANCE Liklihoo to Rommn; improvmnts to ths spts r likly to hv rtr impt on loylty thn improvmnts to lss importnt spts. Th importn sttisti us hr is th orrltion (Prson s r) o h rivr with Liklihoo to Rommn. Lookin t th prormn n importn o rivrs simultnously n hlp you unrstn how h rivr is tin loylty. Th mipoints o th prormn n importn sttistis r init with ry lins, iviin th plot r into qurnts, smntin rivrs into toris whih r likly to hv irntil ts on th ustomr xprin. In th Southwst Airlins xmpl to th lt, w n s tht lthouh thy sor low rltiv to th omptition or In Fliht Entrtinmnt, or Southwst ustomrs, this is on o th lst importnt spts o thir rltionship. W n lso s roly positiv rltionship twn prormn n importn; in nrl Southwst s priv strnths r th mor importnt spts to its ustomrs. On inl imnsion to ths hrts is th siz o th ul, rprsntin th proportion o ustomrs who rspon to th qustion. A ul smllr thn th othrs on th hrt inits lrr proportion o Not pplil nswrs - rivr whih not ll ustomrs hv xprin o. 11

12 Stmtrix Dt Prouts: Nt Promotr Bnhmrks 1 st : Southwst Promotr Pssiv 62 Dtrtor 8% 21% 71% Comptitiv Prormn: Rltionship Drivrs Onlin Exprin Es o Doin Businss Buyin/Sin up Exprin Compny Rputtion Customr Srvi Exprin Trts ustomrs irly Prout or Srvi Rliility Prout or Srvi Fturs Ovrll Vlu or Mony Comptitiv Prormn: Inustry Drivrs Attitu & Frinlinss o Cin St Eiiny & Attntion o Cin St Chk In Pross Es o Bookin B n Extrs Foo & Drink Qulity In Fliht Entrtinmnt Qulity St Comort

13 Businss to Consumr: Airlins 2014 Avr A: 50 Avr Inom: $74.4k Avr Yrs o Custom: 5.6 Importn-Prormn Plots: Rltionship Drivrs Corrltion with Liklihoo to Rommn (r) h i h Trts ustomrs irly Prout or Srvi Rliility Ovrll Vlu or Mony Customr Srvi Exprin Compny Rputtion Onlin Exprin Buyin/Sin up Exprin Prout or Srvi Fturs.58 i Es o Doin Businss Importn-Prormn Plots: Inustry Drivrs Chk In Pross Corrltion with Liklihoo to Rommn (r) Es o Bookin B n Extrs Eiiny & Attntion o Cin St Attitu & Frinlinss o Cin St Foo & Drink Qulity St Comort In Fliht Entrtinmnt Qulity

14 Stmtrix Dt Prouts: Nt Promotr Bnhmrks 2 n : Jt Blu Promotr Pssiv 56 Dtrtor 10% 24% 66% Comptitiv Prormn: Rltionship Drivrs Onlin Exprin Es o Doin Businss Buyin/Sin up Exprin Compny Rputtion Customr Srvi Exprin Trts ustomrs irly Prout or Srvi Rliility Prout or Srvi Fturs Ovrll Vlu or Mony Comptitiv Prormn: Inustry Drivrs Attitu & Frinlinss o Cin St Eiiny & Attntion o Cin St Chk In Pross Es o Bookin B n Extrs Foo & Drink Qulity In Fliht Entrtinmnt Qulity St Comort

15 Businss to Consumr: Airlins 2014 Avr A: 45 Avr Inom: $84.4k Avr Yrs o Custom: 4.5 Importn-Prormn Plots: Rltionship Drivrs Corrltion with Liklihoo to Rommn (r) h i h Compny Rputtion Prout or Srvi Fturs Prout or Srvi Rliility Customr Srvi Exprin Trts ustomrs irly Es o Doin Businss Onlin Exprin Ovrll Vlu or Mony.56 i Buyin/Sin up Exprin Importn-Prormn Plots: Inustry Drivrs.60 Chk In Pross Corrltion with Liklihoo to Rommn (r) Attitu & Frinlinss o Cin St Eiiny & Attntion o Cin St Es o Bookin B n Extrs St Comort Foo & Drink Qulity In Fliht Entrtinmnt Qulity

16 Stmtrix Dt Prouts: Nt Promotr Bnhmrks 3 r : Virin Amri Promotr Pssiv 48 Dtrtor 13% 26% 61% Comptitiv Prormn: Rltionship Drivrs Onlin Exprin Es o Doin Businss Buyin/Sin up Exprin Compny Rputtion Customr Srvi Exprin Trts ustomrs irly Prout or Srvi Rliility Prout or Srvi Fturs Ovrll Vlu or Mony Comptitiv Prormn: Inustry Drivrs Attitu & Frinlinss o Cin St Eiiny & Attntion o Cin St Chk In Pross Es o Bookin B n Extrs Foo & Drink Qulity In Fliht Entrtinmnt Qulity St Comort

17 Businss to Consumr: Airlins 2014 Avr A: 40 Avr Inom: $83k Avr Yrs o Custom: 3 Importn-Prormn Plots: Rltionship Drivrs Prout or Srvi Rliility Corrltion with Liklihoo to Rommn (r) h i h Compny Rputtion Customr Srvi Exprin Trts ustomrs irly Prout or Srvi Fturs Es o Doin Businss Ovrll Vlu or Mony Buyin/Sin up Exprin i Onlin Exprin Importn-Prormn Plots: Inustry Drivrs.60 Attitu & Frinlinss o Cin St Corrltion with Liklihoo to Rommn (r) Chk In Pross Es o Bookin B n Extrs Eiiny & Attntion o Cin St Foo & Drink Qulity St Comort.35 In Fliht Entrtinmnt Qulity

18 Stmtrix Dt Prouts: Nt Promotr Bnhmrks 4 th : Alsk Promotr Pssiv 47 Dtrtor 11% 31% 58% Comptitiv Prormn: Rltionship Drivrs Onlin Exprin Es o Doin Businss Buyin/Sin up Exprin Compny Rputtion Customr Srvi Exprin Trts ustomrs irly Prout or Srvi Rliility Prout or Srvi Fturs Ovrll Vlu or Mony Comptitiv Prormn: Inustry Drivrs Attitu & Frinlinss o Cin St Eiiny & Attntion o Cin St Chk In Pross Es o Bookin B n Extrs Foo & Drink Qulity In Fliht Entrtinmnt Qulity St Comort

19 Businss to Consumr: Airlins 2014 Avr A: 50 Avr Inom: $82.8k Avr Yrs o Custom: 4.8 Importn-Prormn Plots: Rltionship Drivrs.70 Customr Srvi Exprin Corrltion with Liklihoo to Rommn (r) i h h Compny Rputtion Prout or Srvi Rliility Prout or Srvi Fturs Es o Doin Businss Buyin/Sin up Exprin Trts ustomrs irly Onlin Exprin.50 i Ovrll Vlu or Mony Importn-Prormn Plots: Inustry Drivrs Chk In Pross Corrltion with Liklihoo to Rommn (r) Eiiny & Attntion o Cin St Attitu & Frinlinss o Cin St Es o Bookin B n Extrs St Comort Foo & Drink Qulity.40 In Fliht Entrtinmnt Qulity

20 Stmtrix Dt Prouts: Nt Promotr Bnhmrks 5 th : Dlt Promotr Pssiv 21 Dtrtor 23% 33% 44% Comptitiv Prormn: Rltionship Drivrs Onlin Exprin Es o Doin Businss Buyin/Sin up Exprin Compny Rputtion Customr Srvi Exprin Trts ustomrs irly Prout or Srvi Rliility Prout or Srvi Fturs Ovrll Vlu or Mony Comptitiv Prormn: Inustry Drivrs Attitu & Frinlinss o Cin St Eiiny & Attntion o Cin St Chk In Pross Es o Bookin B n Extrs Foo & Drink Qulity In Fliht Entrtinmnt Qulity St Comort

21 Businss to Consumr: Airlins 2014 Avr A: 50 Avr Inom: $73.5k Avr Yrs o Custom: 5.5 Importn-Prormn Plots: Rltionship Drivrs Prout or Srvi Fturs Corrltion with Liklihoo to Rommn (r) i h h Compny Rputtion Trts ustomrs irly Prout or Srvi Rliility Es o Doin Businss Customr Srvi Exprin Ovrll Vlu or Mony Onlin Exprin.55 i Buyin/Sin up Exprin Importn-Prormn Plots: Inustry Drivrs In Fliht Entrtinmnt Qulity Corrltion with Liklihoo to Rommn (r) Foo & Drink Qulity Es o Bookin B n Extrs St Comort Eiiny & Attntion o Cin St Attitu & Frinlinss o Cin St.44 Chk In Pross

22 Stmtrix Dt Prouts: Nt Promotr Bnhmrks 6 th : AirTrn Promotr Pssiv 19 Dtrtor 21% 40% 38% Comptitiv Prormn: Rltionship Drivrs Onlin Exprin Es o Doin Businss Buyin/Sin up Exprin Compny Rputtion Customr Srvi Exprin Trts ustomrs irly Prout or Srvi Rliility Prout or Srvi Fturs Ovrll Vlu or Mony Comptitiv Prormn: Inustry Drivrs Attitu & Frinlinss o Cin St Eiiny & Attntion o Cin St Chk In Pross Es o Bookin B n Extrs Foo & Drink Qulity In Fliht Entrtinmnt Qulity St Comort

23 Businss to Consumr: Airlins 2014 Avr A: 46 Avr Inom: $87.3k Avr Yrs o Custom: 4.4 Importn-Prormn Plots: Rltionship Drivrs Prout or Srvi Rliility Corrltion with Liklihoo to Rommn (r) i h h Trts ustomrs irly Customr Srvi Exprin Es o Doin Businss Prout or Srvi Fturs Compny Rputtion Onlin Exprin Buyin/Sin up Exprin.50 i Ovrll Vlu or Mony Importn-Prormn Plots: Inustry Drivrs Corrltion with Liklihoo to Rommn (r) Chk In Pross St Comort Attitu & Frinlinss o Cin St Es o Bookin B n Extrs Eiiny & Attntion o Cin St In Fliht Entrtinmnt Qulity.36 Foo & Drink Qulity

24 Stmtrix Dt Prouts: Nt Promotr Bnhmrks 7 th : Continntl Promotr Pssiv 17 Dtrtor 25% 34% 41% Comptitiv Prormn: Rltionship Drivrs Onlin Exprin Es o Doin Businss Buyin/Sin up Exprin Compny Rputtion Customr Srvi Exprin Trts ustomrs irly Prout or Srvi Rliility Prout or Srvi Fturs Ovrll Vlu or Mony Comptitiv Prormn: Inustry Drivrs Attitu & Frinlinss o Cin St Eiiny & Attntion o Cin St Chk In Pross Es o Bookin B n Extrs Foo & Drink Qulity In Fliht Entrtinmnt Qulity St Comort

25 Businss to Consumr: Airlins 2014 Avr A: 45 Avr Inom: $92.2k Avr Yrs o Custom: 5.9 Importn-Prormn Plots: Rltionship Drivrs Compny Rputtion Corrltion with Liklihoo to Rommn (r) h i h Prout or Srvi Fturs Prout or Srvi Rliility Trts ustomrs irly Ovrll Vlu or Mony Buyin/Sin up Exprin Es o Doin Businss Customr Srvi Exprin.50 i Onlin Exprin Importn-Prormn Plots: Inustry Drivrs.56 In Fliht Entrtinmnt Qulity Corrltion with Liklihoo to Rommn (r) Chk In Pross St Comort Es o Bookin B n Extrs Attitu & Frinlinss o Cin St Eiiny & Attntion o Cin St Foo & Drink Qulity

26 Stmtrix Dt Prouts: Nt Promotr Bnhmrks 8 th : Unit Promotr Pssiv 10 Dtrtor 27% 37% 37% Comptitiv Prormn: Rltionship Drivrs Onlin Exprin Es o Doin Businss Buyin/Sin up Exprin Compny Rputtion Customr Srvi Exprin Trts ustomrs irly Prout or Srvi Rliility Prout or Srvi Fturs Ovrll Vlu or Mony Comptitiv Prormn: Inustry Drivrs Attitu & Frinlinss o Cin St Eiiny & Attntion o Cin St Chk In Pross Es o Bookin B n Extrs Foo & Drink Qulity In Fliht Entrtinmnt Qulity St Comort

27 Businss to Consumr: Airlins 2014 Avr A: 49 Avr Inom: $86.1k Avr Yrs o Custom: 5.8 Importn-Prormn Plots: Rltionship Drivrs Corrltion with Liklihoo to Rommn (r) h i h Prout or Srvi Fturs Prout or Srvi Rliility Compny Rputtion Customr Srvi Exprin Es o Doin Businss Trts ustomrs irly Ovrll Vlu or Mony Buyin/Sin up Exprin i Onlin Exprin Importn-Prormn Plots: Inustry Drivrs In Fliht Entrtinmnt Qulity.46 Corrltion with Liklihoo to Rommn (r) Es o Bookin B n Extrs Chk In Pross Attitu & Frinlinss o Cin St Foo & Drink Qulity Eiiny & Attntion o Cin St St Comort

28 Stmtrix Dt Prouts: Nt Promotr Bnhmrks 9 th : Amrin Promotr Pssiv 3 Dtrtor 32% 32% 35% Comptitiv Prormn: Rltionship Drivrs Onlin Exprin Es o Doin Businss Buyin/Sin up Exprin Compny Rputtion Customr Srvi Exprin Trts ustomrs irly Prout or Srvi Rliility Prout or Srvi Fturs Ovrll Vlu or Mony Comptitiv Prormn: Inustry Drivrs Attitu & Frinlinss o Cin St Eiiny & Attntion o Cin St Chk In Pross Es o Bookin B n Extrs Foo & Drink Qulity In Fliht Entrtinmnt Qulity St Comort

29 Businss to Consumr: Airlins 2014 Avr A: 50 Avr Inom: $84.8k Avr Yrs o Custom: 5.7 Importn-Prormn Plots: Rltionship Drivrs Corrltion with Liklihoo to Rommn (r) h i h i Prout or Srvi Rliility Customr Srvi Exprin Prout or Srvi Fturs Compny Rputtion Es o Doin Businss Ovrll Vlu or Mony Trts ustomrs irly Buyin/Sin up Exprin Onlin Exprin Importn-Prormn Plots: Inustry Drivrs Chk In Pross.55 Corrltion with Liklihoo to Rommn (r) Eiiny & Attntion o Cin St Es o Bookin B n Extrs Attitu & Frinlinss o Cin St In Fliht Entrtinmnt Qulity Foo & Drink Qulity.40 St Comort

30 Stmtrix Dt Prouts: Nt Promotr Bnhmrks 10 th : US Airwys 8 Promotr Pssiv Dtrtor 28% 35% 36% Comptitiv Prormn: Rltionship Drivrs Onlin Exprin Es o Doin Businss Buyin/Sin up Exprin Compny Rputtion Customr Srvi Exprin Trts ustomrs irly Prout or Srvi Rliility Prout or Srvi Fturs Ovrll Vlu or Mony Comptitiv Prormn: Inustry Drivrs Attitu & Frinlinss o Cin St Eiiny & Attntion o Cin St Chk In Pross Es o Bookin B n Extrs Foo & Drink Qulity In Fliht Entrtinmnt Qulity St Comort

31 Businss to Consumr: Airlins 2014 Avr A: 51 Avr Inom: $84.3k Avr Yrs o Custom: 5.2 Importn-Prormn Plots: Rltionship Drivrs.75 Prout or Srvi Rliility Corrltion with Liklihoo to Rommn (r) h i h Prout or Srvi Fturs Compny Rputtion Customr Srvi Exprin Trts ustomrs irly Ovrll Vlu or Mony Es o Doin Businss Onlin Exprin i Buyin/Sin up Exprin Importn-Prormn Plots: Inustry Drivrs Eiiny & Attntion o Cin St Corrltion with Liklihoo to Rommn (r) Attitu & Frinlinss o Cin St Es o Bookin B n Extrs In Fliht Entrtinmnt Qulity Foo & Drink Qulity Chk In Pross.40 St Comort

32

33 Businss to Consumr: Airlins Appnix 5.1 Dt Colltion Mthooloy Th Stmtrix Nt Promotr nhmrk ts is popult with vli, sttistilly mninul t tht ompnis n us to ompr thir prormn inst othrs within n ross inustry stors. Th opt-in mil survy uss lists o iniviuls who h prviously init intrst in prtiiptin in similr stuis. An mil invittion xplins th purpos o th survy, ors n inntiv to prtiipt, n provis link tht llows iniviuls to omplt th survy onlin. All rsponnts r milir with th prouts n srvis tht r th sujt o th survy, hvin init tht thy h siniint xprin s prsonl onsumr within th prvious yr. Prtiipnts slt th primry rn thy o usinss with in h stor. Rsponnt srnin n quliition is s on two lvls o qustionin. Exmpls o th srnin qustions r shown low: Stor xprin: "In th pst yr, whih typs o prouts n srvis within this inustry hv you rquntly us s prsonl onsumr?" Rsponnts r prsnt with list o stors within th inustry. Rsponnts who slt stor to mov to th inl st o quliition or rns within tht stor. Primry provir: "Whih o th ollowin provirs hv you h th most xprin with s prsonl ustomr/onsumr in th pst yr? I you nnot in your provir, thn slt 'Othr' n ntr th ompny nm in th sp provi." I rsponnt slts on o th rns rom our pr-in list, thy quliy. Rsults r ompil shortly tr h stuy's ompltion. 5.2 Dt Colltion Prio Th t or this stuy ws ollt in Jnury Intrnl vs. Extrnl Nt Promotr Dt Colltion Thr is irn twn intrnl Nt Promotr t (i.., Nt Promotr t ollt y ompny nvssin its urrnt ustomr s) n xtrnl Nt Promotr t (i.., Nt Promotr t ollt y thir prty usin thir prty rsponnts). Th xpt irn rsults rom vryin rsponnt smpls. Intrnlly ollt Nt Promotr t is nrt throuh pross y whih ompnis msur ustomr xprin with th ol o improvin loylty n Nt Promotr Sors. Rsponnts in th smpl om rom th ompny's urrnt ustomr s. Dt, inluin Nt Promotr Sors, r us within th ompny to unrstn how tms, rions, prouts, usinss units, n mrkt smnts r prormin, n to riv losloop ollow up tion n ustomr xprin improvmnts. Extrnl t, s provi in this rport, provi snpshot o h ompny's mrkt rputtion or omprtiv purposs. Rsponnts in th smpl inlu onsumrs who hv purhs rom th ompny within th pst yr, whih my inlu urrnt ustomrs s wll s rnt ustomrs. 5.4 Ntpromotr.om For mor inormtion on th Nt Promotr mtri n isiplin, visit th oiil wsit o th Nt Promotr Community t Th sit lso inlus inormtion 33

34 Stmtrix Dt Prouts: Nt Promotr Bnhmrks on ommunity vnts, trinin opportunitis, n othr nw vlopmnts or ompnis usin Nt Promotr. 5.5 Aout Stmtrix Stmtrix is th lin provir o lou-s ustomr xprin sotwr or ompnis worlwi. As o-vlopr o th inustry-lin Nt Promotr mthooloy, its pplitions livr ull pross support to hlp ompnis ru ustomr hurn, moiliz loyl promotrs, nrt mor powrul insihts n riv ustomr osssion throuh ountility. With xprin on mor thn 700 ploymnts in 40 lnus, Stmtrix hs th knowl to lrt th suss o ustomr xprin orts usin Nt Promotr. For mor inormtion, visit or ll us t in North Amri, or in th UK n Europ. 34

35 Businss to Consumr: Airlins Ll Inormtion Trmrks Nt Promotr, NPS, n Nt Promotr Sor r trmrks o Stmtrix Systms, In., Bin & Compny, In., n Fr Rihhl. Stmtrix n th Stmtrix loo r ristr trmrks o Stmtrix Systms, In. All othr trmrks r th proprty o thir rsptiv ownrs. Copy o Dt Lins Trms n Conitions THE DATA REFERENCED IN THIS DOCUMENT IS LICENSED ONLY TO THE ORIGINAL PUR- CHASER OF THE LICENSE SOLELY FOR THE INTERNAL USE OF THE PURCHASER'S COM- PANY, sujt to th trms n onitions rprou low. I you r not th oriinl purhsr o th lins, you shoul miliriz yoursl with ths trms n onitions n nsur tht n pproprit lins hs n purhs or us y your ompny. THIS IS A LICENSE AGREEMENT ("AGREE- MENT") BETWEEN SATMETRIX SYSTEMS, INC. ("SATMETRIX") AND THE ENTITY ("LI- CENSEE" OR "YOU") WHO WISHES TO ACCESS OR DOWNLOAD SATMETRIX PROPRIETARY DATA PRODUCT(S) AND ASSOCIATED DOC- UMENTATION (THE "DATA"). THIS AGREE- MENT GOVERNS LICENSEE'S USE OF THE DATA. SATMETRIX IS WILLING TO GRANT LI- CENSEE THE FOLLOWING LICENSE TO USE THE DATA ONLY ON THE CONDITION THAT LICENSEE ACCEPT ALL TERMS IN THIS AGREE- MENT. 6.1 DEFINITIONS. "Intlltul Proprty Rihts" mns worlwi ptnts, opyrihts, trmrks, srvi mrks, tr nms, omin nm rihts, know-how n othr tr srt rihts, n ll othr intlltul proprty rihts n similr orms o prottion. "Lins Conlusions" mns th rsults o Lins's us o th Dt or th Prmitt Purpos (s in low). "Prmitt Purpos" mns nrtin nlysis, rsults, n onlusions s on th Dt, solly or Lins's intrnl usinss purposs n not or th provision o th Dt to ny thir prty or ommril purposs. "Rportin Wsit" mns Stmtrix's onlin rportin wsit rom whih th Dt my ss or ownlo. "Usr" mns Lins's mploys, onsultnts, ontrtors, or nts who r uthoriz to ss th Rportin Wsit n hv n suppli usr IDs n psswors y Stmtrix. 6.2 LICENSE GRANT. Sujt to th trms n onitions o this Armnt, Stmtrix hry rnts to Lins non-xlusiv, non-trnsrl, non-sulinsl lins to us, moiy n rt rivtiv works o th Dt intrnlly, solly or th Prmitt Purposs. Lins rs, rprsnts, n wrrnts to Stmtrix, oth urin n tr th trm o this Armnt, tht: () Lins will not islos, issmint, rprou or pulish ny portion o th Rportin Wsit or Dt xpt intrnlly or th Prmitt Purposs (inluin without limittion ny rivtiv work or moiition prmitt y Stion 1); () Lins will not prmit ny prnt, susiiry, ilit ntity or othr thir prty to us th Dt or ny portion thro othr thn s xprssly uthoriz in this Armnt, or with Stmtrix's prior writtn onsnt on s-y-s sis; () Lins's us o th Dt, inluin or th Prmitt Purposs, will not violt ny rmnt to whih Lins is prty; () Lins will not us, mr, omminl or mix th Dt or ny portion thro with othr t rom ny othr sour without prior writtn noti to Stmtrix on s-y-s sis; () Lins will not us th Dt or ny purpos tht (i) inrins ny thir prty's opyriht, ptnt, trmrk, tr srt or othr propritry rihts or rihts o puliity or privy; (ii) violts ny lw, sttut, orinn or rultion (inluin without limittion th lws n rultions ovrnin unir omptition, nti-isrimintion or ls vrtisin); or (iii) is mtory, tr lilous, unlwully thrtnin or unlwully hrssin; n 35

36 Stmtrix Dt Prouts: Nt Promotr Bnhmrks () Lins will not trnsr th Dt to ny thir prty without Stmtrix's prior writtn onsnt on s-y-s sis. 6.3 RESPONSIBILITIES. Lins will i y ll pplil lws n rultions in onntion with us o th Rportin Wsit n Dt. Lins will rsponsil or ny n ll ss to n us o th Rportin Wsit n/or Dt y ny tul or purport Usr. Lins knowls tht Lins's ss inormtion, inluin Usr IDs n psswors o its Usrs, will Lins's "ky" to th Rportin Wsit n, orinly, Lins will rsponsil or mintinin th onintility o suh ss inormtion (inluin h Usr ID n psswor). Lins will promptly: (i) notiy Stmtrix o ny unuthoriz us o ny psswor or ount or ny othr known or suspt surity rh; n (ii) rport to Stmtrix n us rsonl orts to stop ny known or suspt opyin or istriution o th Dt. Lins will not provi ls intity inormtion to in unuthoriz ss to th Rportin Wsit. 6.4 INTELLECTUAL PROPERTY OWN- ERSHIP. Stmtrix owns ll riht, titl n intrst, inluin rlt Intlltul Proprty Rihts, in n to th Rportin Wsit, Dt, n ny rlt sustions, nhnmnt rqusts, n k. Lins rs tht th Stmtrix nm n loo, th Nt Promotr nm n loo, n th Rportin Wsit-rlt prout nms r trmrks o Stmtrix or its linsors. Sujt to th ollowin, no lins to suh mrks is rnt. Lins rs tht, whr prtil, th irst or mor prominnt us o Stmtrix mrk (inluin Nt Promotr, NPS, n Nt Promotr Sor,) in Lins oumnt or wsit will inlu th ollowin ttriution(s), s pplil: "Stmtrix is trmrk o Stmtrix Systms, In. Nt Promotr, NPS, n Nt Promotr Sor r trmrks o Stmtrix Systms, In., Bin n Compny, In., n Fr Rihhl." 6.5 TERM; TERMINATION. This Armnt ommns on th t o purhs or th irst t on whih Lins sss ny portion o th Dt (whihvr ours irst) n, unlss rlir trmint pursunt to this Armnt, will ontinu or on (1) yr thrtr. This Armnt will utomtilly trmint upon Lins's rh o ny provision st orth hrin. Lins my trmint this Armnt upon Stmtrix's rh tht rmins unur or thirty (30) ys ollowin noti rom Lins rrin suh rh. Upon xpirtion or trmintion o this Armnt: () mounts ow to Stmtrix or th Dt, n s pplil to th urtion o th trmint Dt susription, will u n pyl; () ll susriptions rnt unr this Armnt n Stmtrix's olition to provi th Rportin Wsit n Dt, n Lins's riht to ss th Rportin Wsit, will trmint (howvr, Lins's riht to ss n us th Dt tht Lins ss prior to trmintion will surviv, unlss Stmtrix trmints this Armnt u to Lins's rh o Stion 2); n () Stions 1, 2 (unlss Stmtrix trmints this Armnt u to Lins's rh o Stion 2), 4, 5 (rrin t o trmintion), 6, 7, n 8 will surviv. 6.6 REPRESENTATIONS AND WAR- RANTIES. Eh prty rprsnts n wrrnts tht it hs th powr n uthority to ntr into this Armnt. EXCEPT AS SET FORTH IN THIS SECTION 6, ALL OTHER REPRESEN- TATIONS AND WARRANTIES, EXPRESS, IM- PLIED, AND STATUTORY, INCLUDING ANY IM- PLIED WARRANTY OF MERCHANTABILITY, FITNESS FOR PARTICULAR PURPOSE, TITLE, OR NON-INFRINGEMENT OF THIRD PARTY RIGHTS, ARE HEREBY DISCLAIMED BY EACH PARTY TO THE MAXIMUM EXTENT PERMIT- TED BY APPLICABLE LAW. SATMETRIX'S PRO- VISION OF THE REPORTING WEBSITE MAY BE SUBJECT TO LIMITATIONS, DELAYS, AND OTHER PROBLEMS INHERENT IN THE USE OF THE INTERNET, PERSONAL COMPUTERS, AND ELECTRONIC COMMUNICATIONS. SAT- 36

37 Businss to Consumr: Airlins 2014 METRIX IS NOT RESPONSIBLE FOR ANY DE- LAYS, DELIVERY FAILURES, OR OTHER DAM- AGE RESULTING FROM SUCH PROBLEMS. IN ADDITION, SATMETRIX RESERVES THE RIGHT TO UPGRADE, CHANGE, ADD, OR MODIFY DATA AND/OR FEATURES OF THE REPORT- ING WEBSITE WITH OR WITHOUT NOTICE, AND WITHOUT PENALTY. 6.7 LIMITATION OF LIABILITY. EXCEPT FOR BREACH OF SECTION 2: (A) NEI- THER PARTY'S AGGREGATE LIABILITY WILL EXCEED THE AMOUNTS PAID OR PAYABLE IN THE TWELVE (12) MONTHS PRIOR TO THE CLAIM; AND (B) NEITHER PARTY NOR ITS LICENSORS WILL BE LIABLE FOR INDI- RECT, PUNITIVE, SPECIAL, EXEMPLARY, INCI- DENTAL, CONSEQUENTIAL OR SIMILAR DAM- AGES, INCLUDING LOSS OF DATA, REVENUE, PROFITS, OR USE, HEREUNDER, OR FOR ANY DATA OR CONTENT OBTAINED FROM OR THROUGH THE REPORTING WEBSITE, EVEN IF PREVIOUSLY ADVISED OF THE POSSIBILITY OF SUCH DAMAGES. 6.8 GENERAL. Lins my not ssin this Armnt without Stmtrix's prior writtn onsnt; ny ttmpt ssinmnt in rh o th oroin will voi. This Armnt will ovrn y Cliorni lw without rr to onlits o lw provisions. Any lims risin out o or in onntion with this Armnt will sujt to th xlusiv jurisition o th ourts in Sn Mto County, Cliorni; h prty irrvoly sumits to th prsonl jurisition n vnu o, n rs to srvi o pross issu or uthoriz y, suh ourts in ny suh tion or proin. NEITHER THE UNITED NATIONS CON- VENTION OF CONTRACTS FOR THE INTER- NATIONAL SALE OF GOODS NOR THE UNI- FORM COMPUTER INFORMATION TRANSAC- TIONS ACT WILL APPLY TO THIS AGREEMENT. Th prtis' rihts n rmis hrunr r umultiv. Lins knowls tht th Rportin Wsit n Dt ontin Stmtrix's vlul tr srts n propritry inormtion, tht ny rh o this Armnt rltin thrto will onstitut hrm to Stmtrix or whih montry ms woul inqut, n tht injuntiv rli is n pproprit rmy. No joint vntur, prtnrship, mploymnt, or ny rltionship xists twn Lins n Stmtrix s rsult o this Armnt. A prty's ilur to nor ny provision in this Armnt will not onstitut wivr o suh provision unlss in writin. No moiition hro will tiv unlss in writin n mutully xut. Hins r or rrn purposs only n o not in, limit, onstru or sri th sop or xtnt o suh stion. As us hrin, "inluin" mns "inluin ut not limit to." This Armnt ompriss th ntir rmnt twn Lins n Stmtrix n suprss ll prior or ontmpornous isussions or rmnts twn th prtis rrin its sujt mttr. Any prprint trms on ny Lins orrin oumnts will hv no t on th trms o this Armnt n r hry rjt. 37

38 Stmtrix Dt Prouts: Nt Promotr Bnhmrks 7 Artwork Attriution Th rport uthor is rtul to th ollowin rtists n rphi sinrs or thir work on th symols us on th ront ovrs o th 2014 Stmtrix US Consumr rport sris. Airlins Unknown Artist, Grmny Puli Domin Hom/Contnts Insurn Mrio Durt, rom Th Noun Projt Crtiv Commons - Attriution (CC BY 3.0) Auto Insurn Ror Cook & Don Shnosky Puli Domin Bnkin Arijn Krvi? rom Th Noun Projt Crtiv Commons - Attriution (CC BY 3.0) Brokr/Invstmnts Coy Lwson, rom Th Noun Projt Crtiv Commons CC0 - No Rihts Rsrv Cl/Stllit TV Srvi Niols Rmllo, rom Th Noun Projt Crtiv Commons - Attriution (CC BY 3.0) Cllulr Phon Srvi Sr Shstry, rom Th Noun Projt Crtiv Commons - Attriution (CC BY 3.0) Crit Crs Dsin y Smn Bml-Bnru Unit Stts 2012 Crtiv Commons CC0 - No Rihts Rsrv Dprtmnt/Spility Stors Nomi Atkinson, rom Th Noun Projt Crtiv Commons - Attriution (CC BY 3.0) Dru Stors/Phrmis Brnn Roks. Apt rom 'Driv Throuh' y Luis Pro, rom Th Noun Projt Crtiv Commons - Attriution (CC BY 3.0) Grory/Suprmrkts John Csrt rom Th Noun Projt Crtiv Commons - Attriution (CC BY 3.0) Hlth Insurn Unit Ntions OCHA Crtiv Commons CC0 - No Rihts Rsrv Intrnt Srvi Ionthon, rom Th Noun Projt Crtiv Commons CC0 - No Rihts Rsrv Lptop Computrs Simon Chil, rom Th Noun Projt Crtiv Commons - Attriution (CC BY 3.0) Li Insurn Apt rom 'Fmily Prti' y Jk Bisk, Glys Brnnr, Mrrt Fy, Hlthr Mrriil, Kt Ktin, Wny Olmst, To Pir, Jmi Cowill & Jim Bolk, Unit Stts 2004 Puli Domin Onlin Entrtinmnt Dmitry Brnovskiy, rom Th Noun Projt Crtiv Commons - Attriution (CC BY 3.0) Onlin Shoppin Brnn Roks Crtiv Commons - Attriution (CC BY 3.0) Smrtphons Unknown Dsinr, Unit Stts 2010, Th Noun Projt Crtiv Commons - Attriution (CC BY 3.0) Sotwr & Apps Jnnir Noon, rom Th Noun Projt Crtiv Commons - Attriution (CC BY 3.0) Tlt Computrs Anrs Bjurnor, rom Th Noun Projt Crtiv Commons - Attriution (CC BY 3.0) Trvl Wsits Mro Dvnzo, rom Th Noun Projt Crtiv Commons - Attriution (CC BY 3.0) 38

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40 S A T M E T R I X. C O M

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