

Williams-Sonoma is a retailer of home furnishings and gourmet cookware that offers products for every room in the house. Among its major competitors, Williams-Sonoma is ranked in 5th place for NPS while Target is 1st, and Kirkland's is 2nd. Overall, Williams-Sonoma has a neutral social sentiment, when analyzing social media channels and online mentions.Their current market cap is $13.87B

Mr. Felix Carbullido has been Chief Marketing Officer of Williams-Sonoma, Inc. since July 24, 2014 and its Executive Vice President since October 19, 2017. Mr. Carbullido served as Senior Vice President of Marketing & Merchandising and General Manager of Smith & Hawken, Ltd. since October 2007. He led the marketing and merchandising efforts to support retail stores, promote store upgrade initiatives and optimize direct-to-consumer catalog and online channels, as well as develop and implement marketing programs that extend the Smith & Hawken brand into other retail channels. He served as Vice President and General Manager for Gap Direct, which included full responsibility for Gap Online. He has 15 years experience worked with Gap Inc. in strategic retail marketing, merchandising, store planning and strategic initiatives. Prior to working for Gap, he was in the executive training program with Macy's California. He was responsible for the Scotts Miracle-Gro Co.'s Smith & Hawken business, which includes its retail store, business-to-business and catalog/online operations. Mr. Carbullido earned his BA in Economics from University of California, Santa Barbara.
Williams-Sonoma's Net Promoter Score (NPS) is a -16 with 35% Promoters, 14% Passives, and 51% Detractors. Net Promoter Score tracks whether Williams-Sonoma's customers would recommend using the product based on a scale of -100 to 100.
| 35% | Promoters |
|---|---|
| 14% | Passives |
| 51% | Detractors |
| Summary | Date | Score |
|---|---|---|
Jan 2025 -15 | Jan 2025 | -15 |
Feb 2025 -15 | Feb 2025 | -15 |
Mar 2025 -15 | Mar 2025 | -15 |
May 2025 -15 | May 2025 | -15 |
Jun 2025 -15 | Jun 2025 | -15 |
Jul 2025 -15 | Jul 2025 | -15 |
Aug 2025 -15 | Aug 2025 | -15 |
Sep 2025 -15 | Sep 2025 | -15 |
Oct 2025 -15 | Oct 2025 | -15 |
Nov 2025 -15 | Nov 2025 | -15 |
Dec 2025 -15 | Dec 2025 | -15 |
Jan 2026 -15 | Jan 2026 | -15 |
Williams-Sonoma is ranked third for NPS among its competitors. Target and The Home Depot come in first and second, with Pottery Barn coming in at #4. Among those competitors, it is the third most valued company behind The Home Depot.
![]() Williams-Sonoma | ![]() Target | ![]() The Home Depot | ![]() Pottery Barn | |
| Global Ranking | #- | #7 | #86 | #- |
| NPS | -16 | 36 | 21 | -79 |
| Social Sentiment Calculated by analyzing social media and other online mentions | Neutral | - | Neutral | - |
| Valuation Updated every 24 hours for public companies | $13.87B | $94.56B | $301.06B | $9.94B |
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.
Male customers rated Williams-Sonoma's NPS 28 points higher than Female customers.
Williams-Sonoma's NPS was rated -25 by Male customers on Comparably.
Williams-Sonoma's NPS was rated -53 by Female customers on Comparably.
Williams-Sonoma's NPS was rated the highest by Asian or Pacific Islander customers, and the lowest by Other customers.
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian -55 | Caucasian | -55 |
Hispanic or Latino -25 | Hispanic or Latino | -25 |
African American/Black 9 | African American/Black | 9 |
Asian or Pacific Islander 43 | Asian or Pacific Islander | 43 |
Other -67 | Other | -67 |
Williams-Sonoma's NPS was rated the highest by customers ages 36-40, and the lowest by customers ages 46-50.
Williams-Sonoma's NPS was rated the highest by customers who have used Williams-Sonoma's products/services for 5 to 10 Years, and the lowest by customers with Over 10 Years of usage.
| Summary | Usage | Score |
|---|---|---|
Less than 1 Year -47 | Less than 1 Year | -47 |
1 to 2 Years -47 | 1 to 2 Years | -47 |
2 to 5 Years -34 | 2 to 5 Years | -34 |
5 to 10 Years -30 | 5 to 10 Years | -30 |
Over 10 Years -55 | Over 10 Years | -55 |
Compared to its competitors, Williams-Sonoma's NPS is rated right above Crate and Barrel, and is preceded by Pier, Inc..
| COMPANY | NPS Score | |
|---|---|---|
![]() | Target | 36 |
![]() | Kirkland's | 34 |
![]() | The Home Depot | 21 |
![]() | Sur La Table | 3 |
![]() | Pier, Inc. | N/A |
![]() | Williams-Sonoma | -16 |
![]() | Crate and Barrel | -23 |
![]() | Bed Bath & Beyond | -52 |
![]() | Pottery Barn | -79 |
Out of the 31 Williams-Sonoma customer reviews 14 were positive and 17 were constructive. Williams-Sonoma 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.
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 Williams-Sonoma users/customers answered "Yes" when asked: "Would you consider yourself a loyal user/customer?"
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Female customers rated Williams-Sonoma's Customer Loyalty score 1% higher than Male customers.
Williams-Sonoma'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"
Williams-Sonoma's Customer Loyalty score was rated the highest by customers ages 66+, and the lowest by customers ages 26-30.
| Summary | Age | Score |
|---|---|---|
18-25 64% | 18-25 | 64% |
26-30 55% | 26-30 | 55% |
31-35 85% | 31-35 | 85% |
36-40 73% | 36-40 | 73% |
41-45 72% | 41-45 | 72% |
46-50 82% | 46-50 | 82% |
51-55 68% | 51-55 | 68% |
56-60 72% | 56-60 | 72% |
61-65 79% | 61-65 | 79% |
66+ 86% | 66+ | 86% |
Williams-Sonoma's Customer Loyalty score was rated the highest by customers who have used Williams-Sonoma's products/services for Over 10 Years, and the lowest by customers with Less than 1 Year of usage.
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Williams-Sonoma's Customer Loyalty score was rated the highest by Business and Consumer Services industry customers, and the lowest by Marketing, Advertising and Research industry customers.
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Compared to its competitors, Williams-Sonoma's Customer Loyalty score is rated right above Pottery Barn, and is preceded by Kirkland's.
| COMPANY | Customer Loyalty Score | |
|---|---|---|
![]() | Target | 82% |
![]() | The Home Depot | 81% |
![]() | Kirkland's | 78% |
![]() | Williams-Sonoma | 75% |
![]() | Pottery Barn | 70% |
![]() | Bed Bath & Beyond | 67% |
![]() | Crate and Barrel | 65% |
![]() | Sur La Table | 53% |
![]() | Pier, Inc. | N/A |
Williams-Sonoma has an overall Product Quality score of 2.9 out of 5 stars rated by its users and customers.
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Williams-Sonoma’s product quality score is a 2.9 out of 5 as rated by its users and customers. Reviewers from the Business and Consumer Services industry rated Williams-Sonoma's product the highest. Reviewers from the Accounting industry rated Williams-Sonoma the lowest at 2.4.
Williams-Sonoma's Product Quality score was rated highest by customers ages 18-25, and rated lowest by customers from the Legal industry.
Male customers rated Williams-Sonoma's Product Quality score 0.5 stars higher than Female customers.
Williams-Sonoma's Product Quality score was rated the highest by Hispanic or Latino customers, and the lowest by Other customers.
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 2.1 | Caucasian | 2.1 |
Hispanic or Latino 3.9 | Hispanic or Latino | 3.9 |
African American/Black 3.6 | African American/Black | 3.6 |
Asian or Pacific Islander 3.6 | Asian or Pacific Islander | 3.6 |
Other 2.1 | Other | 2.1 |
Williams-Sonoma's Product Quality score was rated the highest by customers ages 18-25, and the lowest by customers ages 46-50.
| Summary | Age | Score |
|---|---|---|
18-25 4.1 | 18-25 | 4.1 |
26-30 2.5 | 26-30 | 2.5 |
31-35 3.1 | 31-35 | 3.1 |
36-40 3.3 | 36-40 | 3.3 |
41-45 2.4 | 41-45 | 2.4 |
46-50 1.5 | 46-50 | 1.5 |
51-55 2.2 | 51-55 | 2.2 |
56-60 2.1 | 56-60 | 2.1 |
61-65 2 | 61-65 | 2 |
66+ 1.7 | 66+ | 1.7 |
Williams-Sonoma's Product Quality score was rated the highest by customers who have used Williams-Sonoma's products/services for 2 to 5 Years, and the lowest by customers with Over 10 Years of usage.
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Williams-Sonoma's Product Quality score was rated the highest by Business and Consumer Services industry customers, and the lowest by Legal industry customers.
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Compared to its competitors, Williams-Sonoma's Product Quality score is rated right above Bed Bath & Beyond, and is preceded by Crate and Barrel.
| COMPANY | Product Quality Score | |
|---|---|---|
![]() | Target | 4.1/5 |
![]() | Kirkland's | 3.7/5 |
![]() | The Home Depot | 3.6/5 |
![]() | Sur La Table | 3.6/5 |
![]() | Crate and Barrel | 3/5 |
![]() | Williams-Sonoma | 2.9/5 |
![]() | Bed Bath & Beyond | 2.1/5 |
![]() | Pottery Barn | 1.6/5 |
![]() | Pier, Inc. | N/A |
Williams-Sonoma has a value for money and ROI score of 2.7 out of 5 stars rated by its users and customers.
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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 Business and Consumer Services industry. The users from the Consulting industry think that they had the lowest ROI from Williams-Sonoma.
Williams-Sonoma's ROI score was rated highest by African American/Black customers, and rated lowest by customers from the Legal industry.
Male customers rated Williams-Sonoma's ROI score 0.5 stars higher than Female customers.
Williams-Sonoma's ROI score was rated the highest by African American/Black customers, and the lowest by Caucasian customers.
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 2 | Caucasian | 2 |
Hispanic or Latino 3.1 | Hispanic or Latino | 3.1 |
African American/Black 3.7 | African American/Black | 3.7 |
Asian or Pacific Islander 3.5 | Asian or Pacific Islander | 3.5 |
Other 2.2 | Other | 2.2 |
Williams-Sonoma's ROI score was rated the highest by customers ages 18-25, and the lowest by customers ages 46-50.
| Summary | Age | Score |
|---|---|---|
18-25 3.6 | 18-25 | 3.6 |
26-30 2.2 | 26-30 | 2.2 |
31-35 2.9 | 31-35 | 2.9 |
36-40 3 | 36-40 | 3 |
41-45 2.3 | 41-45 | 2.3 |
46-50 1.7 | 46-50 | 1.7 |
51-55 2 | 51-55 | 2 |
56-60 2 | 56-60 | 2 |
61-65 2.3 | 61-65 | 2.3 |
66+ 1.8 | 66+ | 1.8 |
Williams-Sonoma's ROI score was rated the highest by customers who have used Williams-Sonoma's products/services for 2 to 5 Years, and the lowest by customers with Over 10 Years of usage.
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Williams-Sonoma's ROI score was rated the highest by Business and Consumer Services industry customers, and the lowest by Legal industry customers.
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Compared to its competitors, Williams-Sonoma's ROI score is rated right above Crate and Barrel, and is preceded by Sur La Table.
| COMPANY | Pricing Score | |
|---|---|---|
![]() | Target | 3.9/5 |
![]() | Kirkland's | 3.7/5 |
![]() | The Home Depot | 3.6/5 |
![]() | Sur La Table | 3.2/5 |
![]() | Williams-Sonoma | 2.7/5 |
![]() | Crate and Barrel | 2.7/5 |
![]() | Bed Bath & Beyond | 2.2/5 |
![]() | Pottery Barn | 1.6/5 |
![]() | Pier, Inc. | N/A |
Williams-Sonoma has an overall Customer Satisfaction score of 51 rated by its users and customers.
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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.
Williams-Sonoma's Customer Satisfaction score was rated highest by customers from the Marketing, Advertising and Research industry, and rated lowest by customers from the Education industry.
Male customers rated Williams-Sonoma's Customer Satisfaction score 32 points higher than Female customers.
Very Satisfied | 40% | |
|---|---|---|
Satisfied | 20% | |
Neither Satisfied nor Dissatisfied | 0% | |
Dissatisfied | 10% | |
Very Dissatisfied | 30% |
Very Satisfied | 19% | |
|---|---|---|
Satisfied | 9% | |
Neither Satisfied nor Dissatisfied | 3% | |
Dissatisfied | 12% | |
Very Dissatisfied | 57% |
Williams-Sonoma's Customer Satisfaction (CSAT) score was rated 32% according to Caucasian users and customers.
Williams-Sonoma's Customer Satisfaction (CSAT) score was rated 57% according to Hispanic or Latino users and customers.
Williams-Sonoma's Customer Satisfaction (CSAT) score was rated 67% according to African American/Black users and customers.
Williams-Sonoma's Customer Satisfaction (CSAT) score was rated 83% according to Asian or Pacific Islander users and customers.
Williams-Sonoma's Customer Satisfaction (CSAT) score was rated 22% according to Other users and customers.
Williams-Sonoma's Customer Satisfaction score was rated the highest by customers ages 18-25, and the lowest by customers ages 61-65.
| Breakdown | Age | Score | |||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 18-25 | 83% | |||||||||||||||
| 26-30 | 20% | |||||||||||||||
| 31-35 | 71% | |||||||||||||||
| 36-40 | 67% | |||||||||||||||
| 41-45 | 50% | |||||||||||||||
| 46-50 | 24% | |||||||||||||||
| 51-55 | 25% | |||||||||||||||
| 56-60 | 30% | |||||||||||||||
| 61-65 | 18% | |||||||||||||||
| 66+ | 25% |
Williams-Sonoma's Customer Satisfaction score was rated the highest by customers who have used Williams-Sonoma's products/services for 5 to 10 Years, and the lowest by customers with Over 10 Years of usage.
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Williams-Sonoma's Customer Satisfaction score was rated the highest by Marketing, Advertising and Research industry customers, and the lowest by Education industry customers.
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"groupId": 522,
"score": 12,
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"label": "Legal",
"groupId": 529,
"score": 17,
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"groupId": 535,
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"groupId": 554,
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"groupId": 559,
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}Compared to its competitors, Williams-Sonoma's Customer Satisfaction score is rated right above Crate and Barrel, and is preceded by Sur La Table.
| COMPANY | Customer Satisfaction (CSAT) Score | |
|---|---|---|
![]() | Target | 79% |
![]() | Kirkland's | 77% |
![]() | The Home Depot | 68% |
![]() | Sur La Table | 62% |
![]() | Williams-Sonoma | 51% |
![]() | Crate and Barrel | 44% |
![]() | Bed Bath & Beyond | 39% |
![]() | Pottery Barn | 8% |
![]() | Pier, Inc. | 0% |
Williams-Sonoma has an overall Customer Service score of 2.6 out of 5 stars rated by its users and customers.
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San Francisco, CA
https://www.williams-sonoma.com
(415) 421-7900
Williams-Sonoma's Customer Service score was rated highest by customers from the Business and Consumer Services industry, and rated lowest by customers from the Legal industry.
Male customers rated Williams-Sonoma's Customer Service score 0.7 stars higher than Female customers.
Williams-Sonoma's Customer Service score was rated the highest by Asian or Pacific Islander customers, and the lowest by Caucasian customers.
| Summary | Ethnicity | Customer Service Score |
|---|---|---|
Caucasian 1.8 | Caucasian | 1.8 |
Hispanic or Latino 3.2 | Hispanic or Latino | 3.2 |
African American/Black 3.2 | African American/Black | 3.2 |
Asian or Pacific Islander 3.8 | Asian or Pacific Islander | 3.8 |
Other 2.3 | Other | 2.3 |
Williams-Sonoma's Customer Service score was rated the highest by customers ages 18-25, and the lowest by customers ages 61-65.
| Summary | Age | Customer Service Score |
|---|---|---|
18-25 3.6 | 18-25 | 3.6 |
26-30 2.4 | 26-30 | 2.4 |
31-35 3 | 31-35 | 3 |
36-40 3.3 | 36-40 | 3.3 |
41-45 2.3 | 41-45 | 2.3 |
46-50 1.5 | 46-50 | 1.5 |
51-55 1.5 | 51-55 | 1.5 |
56-60 1.8 | 56-60 | 1.8 |
61-65 1.5 | 61-65 | 1.5 |
66+ 1.8 | 66+ | 1.8 |
Williams-Sonoma's Customer Service score was rated the highest by customers who have used Williams-Sonoma's products/services for 2 to 5 Years, and the lowest by customers with Less than 1 Year of usage.
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Williams-Sonoma's Customer Service score was rated the highest by Business and Consumer Services industry customers, and the lowest by Legal industry customers.
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Compared to its competitors, Williams-Sonoma's Customer Service score is rated right above Crate and Barrel, and is preceded by Sur La Table.
| COMPANY | Customer Service Score | |
|---|---|---|
![]() | Target | 4/5 |
![]() | Kirkland's | 3.7/5 |
![]() | The Home Depot | 3.6/5 |
![]() | Sur La Table | 3.3/5 |
![]() | Williams-Sonoma | 2.6/5 |
![]() | Crate and Barrel | 2.5/5 |
![]() | Bed Bath & Beyond | 2/5 |
![]() | Pottery Barn | 1.5/5 |
![]() | Pier, Inc. | N/A |
Williams-Sonoma has a 2.6/5 stars for its overall company culture rated by their employees

Williams-Sonoma scored a -16 for Net Promoter Score and a -28 for Employee Net Promoter Score. NPS gauges how likely a customer of Williams-Sonoma would recommend the brand to a friend. ENPS measures how likely Williams-Sonoma employees would recommend working at Williams-Sonoma to a friend.
| 35% | Promoters |
|---|---|
| 14% | Passive |
| 51% | Detractors |
| 28% | Promoters |
|---|---|
| 16% | Passive |
| 56% | Detractors |