KEY INSIGHT
What Got You Here Won’t Get You There
2025 was the logistics industry’s best NPS year in five years, with 14 of 18 tracked metrics improving. But one number is still moving the wrong way, and it happens to be the one that predicts customer loyalty better than any other.
2025 IN NUMBERSYou Met the New Bar
52% NPS
A five-year high, up from a much softer 2024.
62% Promoters
Also a five-year high, as customers found more to like.
10% Detractors
A five-year low, the smallest share of unhappy customers yet.
14 of 18 Metrics Improved
A sharp reversal from 2024, when nine of eighteen tracked metrics moved the wrong way.
Value Now Predicts Loyalty
Offers Better Value overtook Easy to Do Business as the strongest independent predictor of loyalty.
40% Median Churn Rate
The second-highest of any B2B category measured, and the number this benchmark points toward closing.
We’ve done better. We’re not done.
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2026 PATH Logistics Customer Experience Benchmark
WHY PATHBuilt for the Complexities of Growth
PATH has over four decades of experience helping growth-focused companies reduce risk and increase impact through customer insight. We specialize in aligning product, strategy, and sales teams around what the market actually wants - before investments are made and momentum builds in the wrong direction.
For companies facing high-stakes innovation decisions, our Competitive Advantage System offers three modular programs - Voice, View, and Validate - to help align teams, clarify decisions, and protect growth trajectories.
THE GAP
A Capacity Problem, Not a Capability Problem
One metric is still moving the wrong way:
Customer Service Issue Resolution has declined for two consecutive years, one of only four metrics in the entire benchmark that got worse in 2025.
The context matters: this doesn’t read as a capability problem. It reads as a capacity problem.
Issue volume grew roughly sevenfold over five years
The underlying issue rate held steady near 11%
The industry is fielding far more issues, not creating more of them
The bar customers raised on value, the industry cleared. Next: A scale problem, not a will problem.
OUR ROLEValidation for Confidence, Not Confirmation
PATH applied its Competitive Advantage System - built to de-risk high-stakes decisions by aligning internal teams with external market truth. This wasn’t about pushing forward; it was about knowing when not to.
Validate
Solution
TWO LEVERS
The Two Levers That Move Churn
Logistics carries a 40% median annual churn rate, the second highest of any B2B category measured. This benchmark identifies exactly two levers with a direct line to it.
Customer Service Issue Resolution
The strongest single predictor of loyalty in the dataset, and the only one now moving in the wrong direction. Closing this gap is the highest-leverage fix available going into 2026.
Offers Better Value
Customers who rate this highly are three times less likely to raise pricing as a concern. Neither lever is a marketing problem; both are operating problems with a direct line to retention, which costs five to twenty-five times less than acquiring a new customer.
THE BREAKTHROUGH2025 proved the industry can move the numbers that matter when everyone is pointed at the same problem. We’ve done better. We’re not done.
CONNECTWant to Increase the Success Rate of Your Product Investments?
PATH helps companies validate high-stakes decisions - before time and money are on the line.