-48
NPS
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American Family Insurance
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About American Family Insurance's Brand
American Family Insurance has given its customers peace of mind by making their insurance experience easy and convenient. Among its major competitors, American Family Insurance is ranked in 4th place for NPS while Mutual of Omaha is 1st, and Allstate is 2nd.Their current valuation is $9.33B
Brand at a Glance
75%
Customer Loyalty
2.3/5
Product Quality
2/5
Pricing
2.3/5
Customer Service
American Family Insurance CMO
Telisa Yancy
Telisa Yancy serves as the Chief Marketing Officer of American Family Insurance. Telisa started at American Family Insurance in May of 2016. Telisa currently resides in Madison, Wisconsin Area.
American Family Insurance Ranking
- #2 / 4 of its competitors
American Family Insurance NPS
American Family Insurance's Net Promoter Score (NPS) is a -48 with 23% Promoters, 6% Passives, and 71% Detractors. Net Promoter Score tracks whether American Family Insurance's customers would recommend using the product based on a scale of -100 to 100.
American Family Insurance Overall NPS
| 23% | Promoters |
|---|---|
| 6% | Passives |
| 71% | Detractors |
American Family Insurance NPS Trend
-100
-50
0
50
100
| Summary | Date | Score |
|---|---|---|
Nov 2024 -45 | Nov 2024 | -45 |
Dec 2024 -45 | Dec 2024 | -45 |
Jan 2025 -47 | Jan 2025 | -47 |
Mar 2025 -47 | Mar 2025 | -47 |
Apr 2025 -47 | Apr 2025 | -47 |
May 2025 -47 | May 2025 | -47 |
Aug 2025 -49 | Aug 2025 | -49 |
Sep 2025 -49 | Sep 2025 | -49 |
Oct 2025 -49 | Oct 2025 | -49 |
Nov 2025 -49 | Nov 2025 | -49 |
Dec 2025 -49 | Dec 2025 | -49 |
Jan 2026 -49 | Jan 2026 | -49 |
How Other Brands Compare
American Family Insurance is ranked second for NPS among its competitors. Allstate and Mercury Insurance come in first and third, with The Hanover Insurance Group coming in at #4. Among those competitors, it is the second most valued company behind Allstate.
American Family Insurance |  Allstate |  The Hanover Insurance Group |  Mercury Insurance | |
| Global Ranking | #- | #122 | #- | #- |
| NPS | -48 | -31 | -72 | -72 |
| Social Sentiment Calculated by analyzing social media and other online mentions | - | Neutral | - | - |
| Valuation Updated every 24 hours for public companies | $9.33B | $31.46B | $4.74B | $3.41B |
What is NPS
Net Promoter Score (NPS) is a management tool that can be used to gauge the satisfaction of a firm's customer relationships. NPS has been widely adopted as a key metric often linked to the revenue potential of a company’s product or service. The metric is based on customer responses to the question: "On a scale of 0 to 10, how likely are you to recommend the product to a friend?"
Those who respond with a score of 9 to 10 are known as Promoters, and are widely associated with behaviors that create value, including actively encouraging others to use the product or service. Those who respond with a score of 7 or 8 are categorized as Passives, and they are believed to be less likely to exhibit the value-creation traits of Promoters having a largely neutral effect on other consumers. Detractors are those who fall in the score range of 0 to 6 and represent dissatisfied customers of the product sometimes actively recommending against using the product.
American Family Insurance NPS by Gender
Female customers rated American Family Insurance's NPS 12 points higher than Male customers.
Male
-69
American Family Insurance's NPS was rated -69 by Male customers on Comparably.
13%
Promoters
5%
Passives
82%
Detractors
Female
-57
American Family Insurance's NPS was rated -57 by Female customers on Comparably.
20%
Promoters
3%
Passives
77%
Detractors
American Family Insurance NPS by Ethnicity
American Family Insurance's NPS was rated the highest by African American/Black customers, and the lowest by Other customers.
-100
-50
0
50
100
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian -68 | Caucasian | -68 |
African American/Black 0 | African American/Black | 0 |
Other -86 | Other | -86 |
American Family Insurance NPS by Age
American Family Insurance's NPS was rated the highest by customers ages 46-50, and the lowest by customers ages 66+.
American Family Insurance NPS by Usage
American Family Insurance's NPS was rated the highest by customers who have used American Family Insurance's products/services for Less than 1 Year, and the lowest by customers with 5 to 10 Years of usage.
-100
-50
0
50
100
| Summary | Usage | Score |
|---|---|---|
Less than 1 Year -50 | Less than 1 Year | -50 |
1 to 2 Years -57 | 1 to 2 Years | -57 |
2 to 5 Years -72 | 2 to 5 Years | -72 |
5 to 10 Years -100 | 5 to 10 Years | -100 |
Over 10 Years -54 | Over 10 Years | -54 |
American Family Insurance NPS vs. Competitors
Compared to its competitors, American Family Insurance's NPS is rated right above Mercury Insurance, and is preceded by State Farm Insurance.
| COMPANY | NPS Score | |
|---|---|---|
 | Mutual of Omaha | -15 |
| Allstate | -31 |
 | State Farm Insurance | -39 |
| American Family Insurance | -48 |
| Mercury Insurance | -72 |
| The Hanover Insurance Group | -72 |
American Family Insurance Customer Reviews
Out of the 17 American Family Insurance customer reviews 4 were positive and 13 were constructive. American Family Insurance customer reviews reflect that more than half of the customers expect a better service or product from the company and believe there is room for improvement.
All Reviews
Positive Reviews
Constructive Reviews
American Family Insurance Customer Loyalty
75%
Customer Loyalty is a strong indicator of whether or not a customer will choose a brand repeatedly over a competitor that offers similar products/services.
75% of American Family Insurance users/customers answered "Yes" when asked: "Would you consider yourself a loyal user/customer?"
Sign Up to see the full customer demographics data and the people that answered "Yes" when asked "Would you consider yourself a loyal user/customer?"
American Family Insurance Customer Loyalty Score by Gender
Female customers rated American Family Insurance's Customer Loyalty score 13% higher than Male customers.
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Male
71%
Yes
Female
84%
Yes
American Family Insurance Customer Loyalty Score by Ethnicity
American Family Insurance's Customer Loyalty score was rated the highest by African American/Black customers, and the lowest by Other customers.
% who answered "Yes"
Sign Up for Brand Profile PRO to get the full Customer Loyalty by Ethnicity data of American Family Insurance.
76
out of 100
Caucasian
78
out of 100
African American/Black
68
out of 100
Other
American Family Insurance Customer Loyalty Score by Age
American Family Insurance's Customer Loyalty score was rated the highest by customers ages 41-45, and the lowest by customers ages 18-25.
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0
20%
40%
60%
80%
100%
| Summary | Age | Score |
|---|---|---|
18-25 40% | 18-25 | 40% |
41-45 100% | 41-45 | 100% |
46-50 100% | 46-50 | 100% |
51-55 70% | 51-55 | 70% |
56-60 70% | 56-60 | 70% |
61-65 94% | 61-65 | 94% |
66+ 71% | 66+ | 71% |
American Family Insurance Customer Loyalty Score by Usage
American Family Insurance's Customer Loyalty score was rated the highest by customers who have used American Family Insurance's products/services for Over 10 Years, and the lowest by customers with Less than 1 Year of usage.
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American Family Insurance Customer Loyalty Score by Industry
American Family Insurance's Customer Loyalty score was rated the highest by Education industry customers, and the lowest by Manufacturing and Machinery industry customers.
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American Family Insurance Customer Loyalty vs. Competitors
Compared to its competitors, American Family Insurance's Customer Loyalty score is rated right above Allstate, and is preceded by Mutual of Omaha.
| COMPANY | Customer Loyalty Score | |
|---|---|---|
| State Farm Insurance | 82% |
| Mutual of Omaha | 78% |
| American Family Insurance | 75% |
| Allstate | 74% |
| Mercury Insurance | 71% |
| The Hanover Insurance Group | 62% |
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American Family Insurance Product Quality
2.3/5
American Family Insurance has an overall Product Quality score of 2.3 out of 5 stars rated by its users and customers.
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American Family Insurance Product Information
American Family Insurance’s product quality score is a 2.3 out of 5 as rated by its users and customers. Reviewers from the Insurance industry rated American Family Insurance's product the highest. Reviewers from the Tech industry rated American Family Insurance the lowest at 1.5.
- Website
- http://www.amfam.com
- Company Size
- 10,000+ Employees
Industry
Insurance
Quick Insights into American Family Insurance Product Quality
American Family Insurance's Product Quality score was rated highest by customers from the Insurance industry, and rated lowest by customers from the Tech industry.
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Ranked American Family Insurance Product Quality the Highest
Ranked American Family Insurance Product Quality the Lowest
American Family Insurance Product Quality Score by Gender
Female customers rated American Family Insurance's Product Quality score 0.4 stars higher than Male customers.
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Male
1.8/5
Female
2.2/5
American Family Insurance Product Quality Score by Ethnicity
American Family Insurance's Product Quality score was rated the highest by African American/Black customers, and the lowest by Other customers.
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0
1
2
3
4
5
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 2 | Caucasian | 2 |
African American/Black 3.9 | African American/Black | 3.9 |
Other 1.5 | Other | 1.5 |
American Family Insurance Product Quality Score by Age
American Family Insurance's Product Quality score was rated the highest by customers ages 46-50, and the lowest by customers ages 61-65.
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0
1
2
3
4
5
| Summary | Age | Score |
|---|---|---|
18-25 2.3 | 18-25 | 2.3 |
41-45 2.3 | 41-45 | 2.3 |
46-50 3.2 | 46-50 | 3.2 |
51-55 1.9 | 51-55 | 1.9 |
56-60 1.8 | 56-60 | 1.8 |
61-65 1.8 | 61-65 | 1.8 |
66+ 2 | 66+ | 2 |
American Family Insurance Product Quality Score by Usage
American Family Insurance's Product Quality score was rated the highest by customers who have used American Family Insurance's products/services for Less than 1 Year, and the lowest by customers with 5 to 10 Years of usage.
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American Family Insurance Product Quality Score by Industry
American Family Insurance's Product Quality score was rated the highest by Insurance industry customers, and the lowest by Tech industry customers.
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American Family Insurance Product Quality vs. Competitors
Compared to its competitors, American Family Insurance's Product Quality score is rated right above Mercury Insurance, and is preceded by State Farm Insurance.
| COMPANY | Product Quality Score | |
|---|---|---|
| Mutual of Omaha | 2.7/5 |
| The Hanover Insurance Group | 2.4/5 |
| Allstate | 2.3/5 |
| State Farm Insurance | 2.3/5 |
| American Family Insurance | 2.3/5 |
| Mercury Insurance | 1.5/5 |
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American Family Insurance Pricing
American Family Insurance ROI & Value For Money
2/5
American Family Insurance has a value for money and ROI score of 2 out of 5 stars rated by its users and customers.
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American Family Insurance Pricing Plans
Not every product or service fits the needs of a certain user or industry. The users that rank the value for money and ROI highest are mainly from Insurance industry. The users from the Construction industry think that they had the lowest ROI from American Family Insurance.
Quick Insights into American Family Insurance ROI
American Family Insurance's ROI score was rated highest by African American/Black customers, and rated lowest by customers from the Tech industry.
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Ranked American Family Insurance ROI the Highest
Ranked American Family Insurance ROI the Lowest
American Family Insurance ROI Score by Gender
Female customers rated American Family Insurance's ROI score 0.4 stars higher than Male customers.
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Male
1.7/5
Female
2.1/5
American Family Insurance ROI Score by Ethnicity
American Family Insurance's ROI score was rated the highest by African American/Black customers, and the lowest by Other customers.
Sign Up for Brand Profile PRO to get the full ROI by Ethnicity data of American Family Insurance.
0
1
2
3
4
5
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 1.8 | Caucasian | 1.8 |
African American/Black 3.6 | African American/Black | 3.6 |
Other 1.5 | Other | 1.5 |
American Family Insurance ROI Score by Age
American Family Insurance's ROI score was rated the highest by customers ages 46-50, and the lowest by customers ages 61-65.
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0
1
2
3
4
5
| Summary | Age | Score |
|---|---|---|
18-25 1.6 | 18-25 | 1.6 |
41-45 2.5 | 41-45 | 2.5 |
46-50 2.7 | 46-50 | 2.7 |
51-55 1.8 | 51-55 | 1.8 |
56-60 1.9 | 56-60 | 1.9 |
61-65 1.6 | 61-65 | 1.6 |
66+ 1.9 | 66+ | 1.9 |
American Family Insurance ROI Score by Usage
American Family Insurance's ROI score was rated the highest by customers who have used American Family Insurance's products/services for Less than 1 Year, and the lowest by customers with 5 to 10 Years of usage.
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American Family Insurance ROI Score by Industry
American Family Insurance's ROI score was rated the highest by Insurance industry customers, and the lowest by Tech industry customers.
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American Family Insurance Pricing vs. Competitors
Compared to its competitors, American Family Insurance's ROI score is rated right above Mercury Insurance, and is preceded by State Farm Insurance.
| COMPANY | Pricing Score | |
|---|---|---|
| Mutual of Omaha | 2.7/5 |
| The Hanover Insurance Group | 2.4/5 |
| Allstate | 2.3/5 |
| State Farm Insurance | 2.2/5 |
| American Family Insurance | 2/5 |
| Mercury Insurance | 1.5/5 |
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American Family Insurance Customer Satisfaction (CSAT)
American Family Insurance Customer Satisfaction (CSAT) Score
25 / 100
American Family Insurance has an overall Customer Satisfaction score of 25 rated by its users and customers.
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Very Satisfied
17%
Satisfied
8%
Neither Satisfied nor Dissatisfied
11%
Dissatisfied
23%
Very Dissatisfied
41%
What is Customer Satisfaction (CSAT) Score
Customer Satisfaction Score (also known as CSAT), is a metric used to quantify how satisfied customers are with a company or brand’s products and services. The Customer Satisfaction Score is based on customers response to the question: “How would you rate your overall satisfaction with the service you received?” The score is calculated using the formula: (The total number answer of “Very Satisfied” and “Satisfied”) ÷ (The total response) x100, and it is generally displayed in percentages. Some of the main benefits of the CSAT for businesses are tracking retention, identifying happy customers and growing relationships, and gaining repeat business to build a sustainable brand.
Quick Insights into American Family Insurance Customer Satisfaction
American Family Insurance's Customer Satisfaction score was rated highest by customers from the Insurance industry, and rated lowest by Other customers.
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Ranked American Family Insurance Customer Satisfaction the Highest
Ranked American Family Insurance Customer Satisfaction the Lowest
American Family Insurance Customer Satisfaction Score by Gender
Male customers rated American Family Insurance's Customer Satisfaction score 6 points higher than Female customers.
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23 / 100
MaleVery Satisfied | 13% | |
|---|---|---|
Satisfied | 10% | |
Neither Satisfied nor Dissatisfied | 13% | |
Dissatisfied | 13% | |
Very Dissatisfied | 51% |
17 / 100
FemaleVery Satisfied | 11% | |
|---|---|---|
Satisfied | 6% | |
Neither Satisfied nor Dissatisfied | 3% | |
Dissatisfied | 40% | |
Very Dissatisfied | 40% |
American Family Insurance Customer Satisfaction Score by Ethnicity
CSAT according to Caucasian
American Family Insurance's Customer Satisfaction (CSAT) score was rated 23% according to Caucasian users and customers.
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23 / 100
Very Satisfied
15%
Satisfied
8%
Neither Satisfied nor Dissatisfied
7%
Dissatisfied
28%
Very Dissatisfied
42%
CSAT according to African American/Black
American Family Insurance's Customer Satisfaction (CSAT) score was rated 66% according to African American/Black users and customers.
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66 / 100
Very Satisfied
33%
Satisfied
33%
Neither Satisfied nor Dissatisfied
0%
Dissatisfied
0%
Very Dissatisfied
34%
CSAT according to Other
American Family Insurance's Customer Satisfaction (CSAT) score was rated 0% according to Other users and customers.
Sign Up for Brand Profile PRO to get the full Customer Satisfaction by Ethnicity data of American Family Insurance.
0 / 100
Very Satisfied
0%
Satisfied
0%
Neither Satisfied nor Dissatisfied
14%
Dissatisfied
21%
Very Dissatisfied
65%
American Family Insurance Customer Satisfaction Score by Age
American Family Insurance's Customer Satisfaction score was rated the highest by customers ages 18-25, and the lowest by customers ages 61-65.
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0
20
40
60
80
100
| Breakdown | Age | Score | |||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 18-25 | 66% | |||||||||||||||
| 51-55 | 17% | |||||||||||||||
| 56-60 | 10% | |||||||||||||||
| 61-65 | 8% | |||||||||||||||
| 66+ | 24% |
American Family Insurance Customer Satisfaction Score by Usage
American Family Insurance's Customer Satisfaction score was rated the highest by customers who have used American Family Insurance's products/services for 1 to 2 Years, and the lowest by customers with Less than 1 Year of usage.
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American Family Insurance Customer Satisfaction Score by Industry
American Family Insurance's Customer Satisfaction score was rated the highest by Insurance industry customers, and the lowest by Healthcare, Hospitals and Medicine industry customers.
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{
"title": "American Family Insurance Customer Satisfaction Score by Industry",
"text": "American Family Insurance's Customer Satisfaction score was rated the highest by Insurance industry customers, and the lowest by Healthcare, Hospitals and Medicine industry customers.",
"bars": [
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"label": "Tech",
"groupId": 104,
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"stars": 0,
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"groupId": 495,
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{
"label": "Construction",
"groupId": 510,
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"stars": 0,
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{
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"groupId": 511,
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"stars": 0,
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{
"label": "Education",
"groupId": 515,
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"stars": 0,
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"scoreClassName": "",
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{
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]
}American Family Insurance Customer Satisfaction vs. Competitors
Compared to its competitors, American Family Insurance's Customer Satisfaction score is rated right above The Hanover Insurance Group, and is preceded by State Farm Insurance.
| COMPANY | Customer Satisfaction (CSAT) Score | |
|---|---|---|
| Mutual of Omaha | 46% |
| Allstate | 32% |
| State Farm Insurance | 31% |
| American Family Insurance | 25% |
| The Hanover Insurance Group | 20% |
| Mercury Insurance | 10% |
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American Family Insurance Customer Service
2.3/5
American Family Insurance has an overall Customer Service score of 2.3 out of 5 stars rated by its users and customers.
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About American Family Insurance's Customer Service
Address
6000 American Parkway, Madison, WI 53783
Website
http://www.amfam.com
Phone Number
(800) 692-6326
American Family Insurance's Social Links
Quick Insights into American Family Insurance Customer Service
American Family Insurance's Customer Service score was rated highest by customers from the Insurance industry, and rated lowest by Other customers.
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Ranked American Family Insurance Customer Service the Highest
Ranked American Family Insurance Customer Service the Lowest
American Family Insurance Customer Service Score by Gender
Female customers rated American Family Insurance's Customer Service score 0.3 stars higher than Male customers.
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Male
1.9/5
Female
2.2/5
American Family Insurance Customer Service Score by Ethnicity
American Family Insurance's Customer Service score was rated the highest by African American/Black customers, and the lowest by Other customers.
Sign Up for Brand Profile PRO to get the full Customer Service by Ethnicity data of American Family Insurance.
0
20
40
60
80
100
| Summary | Ethnicity | Customer Service Score |
|---|---|---|
Caucasian 2 | Caucasian | 2 |
African American/Black 4.1 | African American/Black | 4.1 |
Other 1.5 | Other | 1.5 |
American Family Insurance Customer Service Score by Age
American Family Insurance's Customer Service score was rated the highest by customers ages 46-50, and the lowest by customers ages 61-65.
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0
20
40
60
80
100
| Summary | Age | Customer Service Score |
|---|---|---|
18-25 2.5 | 18-25 | 2.5 |
41-45 3.1 | 41-45 | 3.1 |
46-50 3.2 | 46-50 | 3.2 |
51-55 1.7 | 51-55 | 1.7 |
56-60 1.9 | 56-60 | 1.9 |
61-65 1.6 | 61-65 | 1.6 |
66+ 2 | 66+ | 2 |
American Family Insurance Customer Service Score by Usage
American Family Insurance's Customer Service score was rated the highest by customers who have used American Family Insurance's products/services for 1 to 2 Years, and the lowest by customers with 5 to 10 Years of usage.
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American Family Insurance Customer Service Score by Industry
American Family Insurance's Customer Service score was rated the highest by Insurance industry customers, and the lowest by Manufacturing and Machinery industry customers.
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American Family Insurance Customer Service vs. Competitors
Compared to its competitors, American Family Insurance's Customer Service score is rated right above The Hanover Insurance Group, and is preceded by Allstate.
| COMPANY | Customer Service Score | |
|---|---|---|
| Mutual of Omaha | 2.8/5 |
| Allstate | 2.4/5 |
| American Family Insurance | 2.3/5 |
| The Hanover Insurance Group | 2.3/5 |
| State Farm Insurance | 2.2/5 |
| Mercury Insurance | 1.5/5 |
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American Family Insurance as an Employer
3.3/5
American Family Insurance has a 3.3/5 stars for its overall company culture rated by their employees
top
50%
CEO of American Family Insurance
In the Top 50% of Similar Sized Companies on Comparably.
Consumer vs. Employees
American Family Insurance scored a -48 for Net Promoter Score and a -6 for Employee Net Promoter Score. NPS gauges how likely a customer of American Family Insurance would recommend the brand to a friend. ENPS measures how likely American Family Insurance employees would recommend working at American Family Insurance to a friend.
Net Promoter Score
-48
NPS Score
| 23% | Promoters |
|---|---|
| 6% | Passive |
| 71% | Detractors |
Employee Net Promoter Score
-6
eNPS Score
| 36% | Promoters |
|---|---|
| 22% | Passive |
| 42% | Detractors |
