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Alignable Index Shows Most and Least “Trusted” SMB Vendors

SMB ecosystem Loren Elkins

Small business (SMB) social network Alignable released its latest “Trust Index” for Q1, driven by net promoter scores. The scores rate and rank 45 SMB-facing brands and vendors and are drawn from a survey of 7,500 SMBs.

The full graphic is available through the link above. However, here the top and bottom performers, based on NPS, according to Alignable:

Alignable NPS data Q1

Here’s more on the methodology and respondents:

  • Businesses included in the study are based in North America and employ under 50 people
  • Businesses analyzed include both B2B and B2C, across many industries
  • In order to be included in the SMB Trust Index, brands must receive 25+ ratings; NPS scores are only shown for brands with 50+ ratings

In explaining the scores, Alignable singles out customer service as a major factor: “Outstanding customer service and education continues to remain critical to small business owners and drastically impacts Net Promoter Scores. In contrast to outstanding customer service, poor customer service and education drag down NPS scores.”

While I don’t believe that customer service is the only variable responsible for these scores — Google, for example has had a poor reputation for customer service historically — there’s no question it’s a key variable.

What do you think of these scores and what they reflect? Do you believe they’re “accurate”? Is there anything that jumps out at you?

Credit: Ecosystem graphic at top via Lorren Elkins.

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