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NPS
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British American Tobacco
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About British American Tobacco's Brand
Manufacturer of tobacco products. The company's tobacco products include cigarettes, fine cut, Swedish-style snus and cigars and operates as one of the world's leading multinational companies, with brands sold in over 200 markets. Among its major competitors, British American Tobacco is ranked in 6th place for NPS while Reynolds America is 1st, and Japan Tobacco is 2nd.
Brand at a Glance
83%
Customer Loyalty
3.9/5
Product Quality
3.7/5
Pricing
3.7/5
Customer Service
British American Tobacco Ranking
- #4 / 4 of its competitors
British American Tobacco NPS
British American Tobacco's Net Promoter Score (NPS) is a 3 with 46% Promoters, 11% Passives, and 43% Detractors. Net Promoter Score tracks whether British American Tobacco's customers would recommend using the product based on a scale of -100 to 100.
British American Tobacco Overall NPS
| 46% | Promoters |
|---|---|
| 11% | Passives |
| 43% | Detractors |
British American Tobacco NPS Trend
-100
-50
0
50
100
| Summary | Date | Score |
|---|---|---|
Apr 2024 8 | Apr 2024 | 8 |
May 2024 6 | May 2024 | 6 |
Jul 2024 4 | Jul 2024 | 4 |
Oct 2024 1 | Oct 2024 | 1 |
Nov 2024 3 | Nov 2024 | 3 |
Dec 2024 3 | Dec 2024 | 3 |
Feb 2025 3 | Feb 2025 | 3 |
Mar 2025 4 | Mar 2025 | 4 |
Apr 2025 4 | Apr 2025 | 4 |
Jun 2025 2 | Jun 2025 | 2 |
Sep 2025 3 | Sep 2025 | 3 |
Jan 2026 1 | Jan 2026 | 1 |
How Other Brands Compare
British American Tobacco is ranked #4 for NPS among its competitors. Japan Tobacco and Philip Morris International come in first and second, with Altria coming in at third.
British American Tobacco |  Philip Morris International |  Altria |  Japan Tobacco | |
| Global Ranking | #- | #548 | #616 | #- |
| NPS | 3 | 26 | 26 | 100 |
| Valuation Updated every 24 hours for public companies | - | $143.72B | $94.79B | $36.10B |
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.
British American Tobacco NPS by Gender
Male customers rated British American Tobacco's NPS 4 points higher than Female customers.
Male
-5
British American Tobacco's NPS was rated -5 by Male customers on Comparably.
45%
Promoters
5%
Passives
50%
Detractors
Female
-9
British American Tobacco's NPS was rated -9 by Female customers on Comparably.
33%
Promoters
25%
Passives
42%
Detractors
British American Tobacco NPS by Ethnicity
British American Tobacco's NPS was rated the highest by Caucasian customers, and the lowest by Other customers.
-100
-50
0
50
100
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 34 | Caucasian | 34 |
Hispanic or Latino -34 | Hispanic or Latino | -34 |
African American/Black 10 | African American/Black | 10 |
Asian or Pacific Islander 11 | Asian or Pacific Islander | 11 |
Other -57 | Other | -57 |
British American Tobacco NPS by Age
British American Tobacco's NPS was rated the highest by customers ages 31-35, and the lowest by customers ages 26-30.
British American Tobacco NPS by Usage
British American Tobacco's NPS was rated the highest by customers who have used British American Tobacco's products/services for 2 to 5 Years, and the lowest by customers with Over 10 Years of usage.
-100
-50
0
50
100
| Summary | Usage | Score |
|---|---|---|
Less than 1 Year -20 | Less than 1 Year | -20 |
1 to 2 Years -34 | 1 to 2 Years | -34 |
2 to 5 Years 61 | 2 to 5 Years | 61 |
Over 10 Years -39 | Over 10 Years | -39 |
British American Tobacco NPS vs. Competitors
Compared to its competitors, British American Tobacco's NPS is rated right above PAX Labs, and is preceded by Altria.
| COMPANY | NPS Score | |
|---|---|---|
 | Reynolds America | 100 |
| Japan Tobacco | 100 |
 | Imperial Brands | 67 |
| Philip Morris International | 26 |
| Altria | 26 |
| British American Tobacco | 3 |
 | PAX Labs | -100 |
British American Tobacco Customer Reviews
Out of the 10 British American Tobacco customer reviews 8 were positive and 2 were constructive. British American Tobacco customer reviews reflect that more than half of the customers have a favorable experience using the products/services of the company.
All Reviews
Positive Reviews
Constructive Reviews
British American Tobacco Customer Loyalty
83%
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.
83% of British American Tobacco users/customers answered "Yes" when asked: "Would you consider yourself a loyal user/customer?"
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British American Tobacco Customer Loyalty Score by Gender
Male customers rated British American Tobacco's Customer Loyalty score 9% higher than Female customers.
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Male
87%
Yes
Female
78%
Yes
British American Tobacco Customer Loyalty Score by Ethnicity
British American Tobacco's Customer Loyalty score was rated the highest by Asian or Pacific Islander customers, and the lowest by Hispanic or Latino customers.
% who answered "Yes"
Sign Up for Brand Profile PRO to get the full Customer Loyalty by Ethnicity data of British American Tobacco.
100
out of 100
Caucasian
40
out of 100
Hispanic or Latino
82
out of 100
African American/Black
100
out of 100
Asian or Pacific Islander
74
out of 100
Other
British American Tobacco Customer Loyalty Score by Age
British American Tobacco's Customer Loyalty score was rated the highest by customers ages 31-35, and the lowest by customers ages 18-25.
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0
20%
40%
60%
80%
100%
| Summary | Age | Score |
|---|---|---|
18-25 70% | 18-25 | 70% |
26-30 80% | 26-30 | 80% |
31-35 100% | 31-35 | 100% |
41-45 100% | 41-45 | 100% |
British American Tobacco Customer Loyalty Score by Usage
British American Tobacco's Customer Loyalty score was rated the highest by customers who have used British American Tobacco's products/services for 2 to 5 Years, and the lowest by customers with 1 to 2 Years of usage.
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British American Tobacco Customer Loyalty Score by Industry
British American Tobacco's Customer Loyalty score was rated the highest by Accounting industry customers, and the lowest by Tech industry customers.
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British American Tobacco Customer Loyalty vs. Competitors
Compared to its competitors, British American Tobacco's Customer Loyalty score is rated right above Philip Morris International, and is preceded by Imperial Brands.
| COMPANY | Customer Loyalty Score | |
|---|---|---|
| Japan Tobacco | 100% |
| Imperial Brands | 100% |
| British American Tobacco | 83% |
| Philip Morris International | 79% |
| Altria | 73% |
| PAX Labs | 10% |
| Reynolds America | N/A |
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British American Tobacco Product Quality
3.9/5
British American Tobacco has an overall Product Quality score of 3.9 out of 5 stars rated by its users and customers.
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British American Tobacco Product Information
British American Tobacco’s product quality score is a 3.9 out of 5 as rated by its users and customers. Reviewers from the Accounting industry rated British American Tobacco's product the highest. Reviewers from the Tech industry rated British American Tobacco the lowest at 3.
- Website
- www.bat.com
- Company Size
- 10,000+ Employees
Quick Insights into British American Tobacco Product Quality
British American Tobacco's Product Quality score was rated highest by customers ages 41-45, and rated lowest by Hispanic or Latino customers.
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Ranked British American Tobacco Product Quality the Highest
Ranked British American Tobacco Product Quality the Lowest
British American Tobacco Product Quality Score by Gender
Male customers rated British American Tobacco's Product Quality score 0.2 stars higher than Female customers.
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Male
4/5
Female
3.8/5
British American Tobacco Product Quality Score by Ethnicity
British American Tobacco's Product Quality score was rated the highest by Asian or Pacific Islander customers, and the lowest by Hispanic or Latino customers.
Sign Up for Brand Profile PRO to get the full Product Quality by Ethnicity data of British American Tobacco.
0
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3
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| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 3.5 | Caucasian | 3.5 |
Hispanic or Latino 2.8 | Hispanic or Latino | 2.8 |
African American/Black 4 | African American/Black | 4 |
Asian or Pacific Islander 4.3 | Asian or Pacific Islander | 4.3 |
Other 4 | Other | 4 |
British American Tobacco Product Quality Score by Age
British American Tobacco's Product Quality score was rated the highest by customers ages 41-45, and the lowest by customers ages 18-25.
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0
1
2
3
4
5
| Summary | Age | Score |
|---|---|---|
18-25 3.6 | 18-25 | 3.6 |
26-30 3.9 | 26-30 | 3.9 |
31-35 4.4 | 31-35 | 4.4 |
41-45 4.6 | 41-45 | 4.6 |
British American Tobacco Product Quality Score by Usage
British American Tobacco's Product Quality score was rated the highest by customers who have used British American Tobacco's products/services for 1 to 2 Years, and the lowest by customers with Less than 1 Year of usage.
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British American Tobacco Product Quality Score by Industry
British American Tobacco's Product Quality score was rated the highest by Accounting industry customers, and the lowest by Tech industry customers.
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British American Tobacco Product Quality vs. Competitors
Compared to its competitors, British American Tobacco's Product Quality score is rated right above Philip Morris International, and is preceded by PAX Labs.
| COMPANY | Product Quality Score | |
|---|---|---|
| Japan Tobacco | 5/5 |
| Imperial Brands | 4/5 |
| PAX Labs | 4/5 |
| British American Tobacco | 3.9/5 |
| Philip Morris International | 3.9/5 |
| Altria | 3.8/5 |
| Reynolds America | N/A |
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British American Tobacco Pricing
British American Tobacco ROI & Value For Money
3.7/5
British American Tobacco has a value for money and ROI score of 3.7 out of 5 stars rated by its users and customers.
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British American Tobacco 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 Accounting industry. The users from the Tech industry think that they had the lowest ROI from British American Tobacco.
Quick Insights into British American Tobacco ROI
British American Tobacco's ROI score was rated highest by customers ages 31-35, and rated lowest by customers from the Tech industry.
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Ranked British American Tobacco ROI the Highest
Ranked British American Tobacco ROI the Lowest
British American Tobacco ROI Score by Gender
Female customers rated British American Tobacco's ROI score 0.1 stars higher than Male customers.
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Male
3.5/5
Female
3.6/5
British American Tobacco ROI Score by Ethnicity
British American Tobacco's ROI score was rated the highest by African American/Black customers, and the lowest by Hispanic or Latino customers.
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0
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3
4
5
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 3.5 | Caucasian | 3.5 |
Hispanic or Latino 2.8 | Hispanic or Latino | 2.8 |
African American/Black 3.8 | African American/Black | 3.8 |
Asian or Pacific Islander 3.6 | Asian or Pacific Islander | 3.6 |
Other 3.4 | Other | 3.4 |
British American Tobacco ROI Score by Age
British American Tobacco's ROI score was rated the highest by customers ages 31-35, and the lowest by customers ages 18-25.
Sign Up for Brand Profile PRO to get the full ROI by Age data of British American Tobacco.
0
1
2
3
4
5
| Summary | Age | Score |
|---|---|---|
18-25 3.3 | 18-25 | 3.3 |
26-30 3.5 | 26-30 | 3.5 |
31-35 4.7 | 31-35 | 4.7 |
41-45 3.7 | 41-45 | 3.7 |
British American Tobacco ROI Score by Usage
British American Tobacco's ROI score was rated the highest by customers who have used British American Tobacco's products/services for 2 to 5 Years, and the lowest by customers with Over 10 Years of usage.
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British American Tobacco ROI Score by Industry
British American Tobacco's ROI score was rated the highest by Accounting industry customers, and the lowest by Tech industry customers.
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British American Tobacco Pricing vs. Competitors
Compared to its competitors, British American Tobacco's ROI score is rated right above Altria, and is preceded by Philip Morris International.
| COMPANY | Pricing Score | |
|---|---|---|
| Japan Tobacco | 5/5 |
| Philip Morris International | 3.8/5 |
| British American Tobacco | 3.7/5 |
| Altria | 3.6/5 |
| Imperial Brands | 3.2/5 |
| PAX Labs | 2.5/5 |
| Reynolds America | N/A |
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British American Tobacco Customer Satisfaction (CSAT)
British American Tobacco Customer Satisfaction (CSAT) Score
82 / 100
British American Tobacco has an overall Customer Satisfaction score of 82 rated by its users and customers.
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Very Satisfied
43%
Satisfied
39%
Neither Satisfied nor Dissatisfied
9%
Dissatisfied
0%
Very Dissatisfied
9%
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 British American Tobacco Customer Satisfaction
British American Tobacco's Customer Satisfaction score was rated highest by customers ages 31-35, and rated lowest by customers from the Tech industry.
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Ranked British American Tobacco Customer Satisfaction the Highest
Ranked British American Tobacco Customer Satisfaction the Lowest
British American Tobacco Customer Satisfaction Score by Gender
Male customers rated British American Tobacco's Customer Satisfaction score 1 points higher than Female customers.
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84 / 100
MaleVery Satisfied | 42% | |
|---|---|---|
Satisfied | 42% | |
Neither Satisfied nor Dissatisfied | 16% | |
Dissatisfied | 0% | |
Very Dissatisfied | 0% |
83 / 100
FemaleVery Satisfied | 50% | |
|---|---|---|
Satisfied | 33% | |
Neither Satisfied nor Dissatisfied | 0% | |
Dissatisfied | 0% | |
Very Dissatisfied | 17% |
British American Tobacco Customer Satisfaction Score by Ethnicity
CSAT according to Hispanic or Latino
British American Tobacco's Customer Satisfaction (CSAT) score was rated 67% according to Hispanic or Latino users and customers.
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67 / 100
Very Satisfied
34%
Satisfied
33%
Neither Satisfied nor Dissatisfied
0%
Dissatisfied
0%
Very Dissatisfied
33%
CSAT according to African American/Black
British American Tobacco's Customer Satisfaction (CSAT) score was rated 80% according to African American/Black users and customers.
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80 / 100
Very Satisfied
50%
Satisfied
30%
Neither Satisfied nor Dissatisfied
10%
Dissatisfied
0%
Very Dissatisfied
10%
CSAT according to Asian or Pacific Islander
British American Tobacco's Customer Satisfaction (CSAT) score was rated 89% according to Asian or Pacific Islander users and customers.
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89 / 100
Very Satisfied
33%
Satisfied
56%
Neither Satisfied nor Dissatisfied
11%
Dissatisfied
0%
Very Dissatisfied
0%
CSAT according to Other
British American Tobacco's Customer Satisfaction (CSAT) score was rated 86% according to Other users and customers.
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86 / 100
Very Satisfied
43%
Satisfied
43%
Neither Satisfied nor Dissatisfied
14%
Dissatisfied
0%
Very Dissatisfied
0%
British American Tobacco Customer Satisfaction Score by Age
British American Tobacco's Customer Satisfaction score was rated the highest by customers ages 31-35, and the lowest by customers ages 18-25.
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0
20
40
60
80
100
| Breakdown | Age | Score | |||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 18-25 | 67% | |||||||||||||||
| 26-30 | 78% | |||||||||||||||
| 31-35 | 100% | |||||||||||||||
| 41-45 | 100% |
British American Tobacco Customer Satisfaction Score by Usage
British American Tobacco's Customer Satisfaction score was rated the highest by customers who have used British American Tobacco's products/services for Over 10 Years, and the lowest by customers with Less than 1 Year of usage.
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British American Tobacco Customer Satisfaction Score by Industry
British American Tobacco's Customer Satisfaction score was rated the highest by Accounting industry customers, and the lowest by Tech industry customers.
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}British American Tobacco Customer Satisfaction vs. Competitors
Compared to its competitors, British American Tobacco's Customer Satisfaction score is rated right above Philip Morris International, and is preceded by PAX Labs.
| COMPANY | Customer Satisfaction (CSAT) Score | |
|---|---|---|
| Reynolds America | 100% |
| Japan Tobacco | 100% |
| Imperial Brands | 100% |
| PAX Labs | 100% |
| British American Tobacco | 82% |
| Philip Morris International | 74% |
| Altria | 66% |
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British American Tobacco Customer Service
3.7/5
British American Tobacco has an overall Customer Service score of 3.7 out of 5 stars rated by its users and customers.
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About British American Tobacco's Customer Service
Address
Globe House, London, WC2R 2PG Bahamas
Website
www.bat.com
Phone Number
7
Quick Insights into British American Tobacco Customer Service
British American Tobacco's Customer Service score was rated highest by customers ages 31-35, and rated lowest by customers from the Tech industry.
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Ranked British American Tobacco Customer Service the Highest
Ranked British American Tobacco Customer Service the Lowest
British American Tobacco Customer Service Score by Gender
Female customers rated British American Tobacco's Customer Service score 0.6 stars higher than Male customers.
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Male
3.4/5
Female
4/5
British American Tobacco Customer Service Score by Ethnicity
British American Tobacco's Customer Service score was rated the highest by African American/Black customers, and the lowest by Hispanic or Latino customers.
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40
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80
100
| Summary | Ethnicity | Customer Service Score |
|---|---|---|
Caucasian 3.5 | Caucasian | 3.5 |
Hispanic or Latino 2.8 | Hispanic or Latino | 2.8 |
African American/Black 3.9 | African American/Black | 3.9 |
Asian or Pacific Islander 3.6 | Asian or Pacific Islander | 3.6 |
Other 3.8 | Other | 3.8 |
British American Tobacco Customer Service Score by Age
British American Tobacco's Customer Service score was rated the highest by customers ages 31-35, and the lowest by customers ages 18-25.
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0
20
40
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80
100
| Summary | Age | Customer Service Score |
|---|---|---|
18-25 3.3 | 18-25 | 3.3 |
26-30 3.4 | 26-30 | 3.4 |
31-35 4.8 | 31-35 | 4.8 |
41-45 4.2 | 41-45 | 4.2 |
British American Tobacco Customer Service Score by Usage
British American Tobacco's Customer Service score was rated the highest by customers who have used British American Tobacco's products/services for 1 to 2 Years, and the lowest by customers with Less than 1 Year of usage.
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British American Tobacco Customer Service Score by Industry
British American Tobacco's Customer Service score was rated the highest by Accounting industry customers, and the lowest by Tech industry customers.
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British American Tobacco Customer Service vs. Competitors
Compared to its competitors, British American Tobacco's Customer Service score is rated right above Imperial Brands, and is preceded by Altria.
| COMPANY | Customer Service Score | |
|---|---|---|
| Japan Tobacco | 5/5 |
| Philip Morris International | 3.9/5 |
| Altria | 3.8/5 |
| British American Tobacco | 3.7/5 |
| Imperial Brands | 3.5/5 |
| PAX Labs | 2.5/5 |
| Reynolds America | N/A |
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British American Tobacco as an Employer
4.5/5
British American Tobacco has a 4.5/5 stars for its overall company culture rated by their employees
top
5%
CEO of British American Tobacco
In the Top 5% of Similar Sized Companies on Comparably.
Consumer vs. Employees
British American Tobacco scored a 3 for Net Promoter Score and a 21 for Employee Net Promoter Score. NPS gauges how likely a customer of British American Tobacco would recommend the brand to a friend. ENPS measures how likely British American Tobacco employees would recommend working at British American Tobacco to a friend.
Net Promoter Score
3
NPS Score
| 46% | Promoters |
|---|---|
| 11% | Passive |
| 43% | Detractors |
Employee Net Promoter Score
21
eNPS Score
| 49% | Promoters |
|---|---|
| 23% | Passive |
| 28% | Detractors |
