-37
NPS
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Brand Page
The AA
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About The AA's Brand
The AA also offers car insurance, home insurance, route planning, travel and boiler cover.
Brand at a Glance
49%
Customer Loyalty
3/5
Product Quality
3/5
Pricing
2.9/5
Customer Service
The AA NPS
The AA's Net Promoter Score (NPS) is a -37 with 27% Promoters, 9% Passives, and 64% Detractors. Net Promoter Score tracks whether The AA's customers would recommend using the product based on a scale of -100 to 100.
The AA Overall NPS
| 27% | Promoters |
|---|---|
| 9% | Passives |
| 64% | Detractors |
The AA NPS Trend
-100
-50
0
50
100
| Summary | Date | Score |
|---|---|---|
Mar 2022 -100 | Mar 2022 | -100 |
May 2022 -66 | May 2022 | -66 |
Jun 2022 -75 | Jun 2022 | -75 |
Oct 2022 -80 | Oct 2022 | -80 |
Feb 2023 -83 | Feb 2023 | -83 |
Feb 2024 -85 | Feb 2024 | -85 |
Mar 2024 -87 | Mar 2024 | -87 |
Jun 2025 -66 | Jun 2025 | -66 |
Oct 2025 -36 | Oct 2025 | -36 |
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.
The AA Customer Loyalty
49%
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.
49% of The AA 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?"
The AA Product Quality
3/5
The AA has an overall Product Quality score of 3 out of 5 stars rated by its users and customers.
Sign Up to unlock The AA's overall Product Quality score rated by its users and customers.
The AA Product Information
The AA’s product quality score is a 3 out of 5 as rated by its users and customers.
- Website
- http://www.theaa.com
- Company Size
- 5,001-10,000 Employees
The AA Pricing
The AA ROI & Value For Money
3/5
The AA has a value for money and ROI score of 3 out of 5 stars rated by its users and customers.
Sign Up to unlock The AA's overall ROI score rated by its users and customers.
The AA Customer Satisfaction (CSAT)
The AA Customer Satisfaction (CSAT) Score
38 / 100
The AA has an overall Customer Satisfaction score of 38 rated by its users and customers.
Sign Up to see the full customer demographics data and the people that answered "How would you rate your overall satisfaction with the service you received?"
Very Satisfied
25%
Satisfied
13%
Neither Satisfied nor Dissatisfied
38%
Dissatisfied
0%
Very Dissatisfied
24%
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.
The AA Customer Service
2.9/5
The AA has an overall Customer Service score of 2.9 out of 5 stars rated by its users and customers.
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About The AA's Customer Service
Website
http://www.theaa.com
Phone Number
+44 800 887766
The AA as an Employer
2.5/5
The AA has a 2.5/5 stars for its overall company culture rated by their employees
bottom
5%
Consumer vs. Employees
The AA scored a -37 for Net Promoter Score and a -76 for Employee Net Promoter Score. NPS gauges how likely a customer of The AA would recommend the brand to a friend. ENPS measures how likely The AA employees would recommend working at The AA to a friend.
Net Promoter Score
-37
NPS Score
| 27% | Promoters |
|---|---|
| 9% | Passive |
| 64% | Detractors |
Employee Net Promoter Score
-76
eNPS Score
| 12% | Promoters |
|---|---|
| 0% | Passive |
| 88% | Detractors |
