-40
NPS
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American Girl
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About American Girl's Brand
American Girl is an American company that develops products and experiences that help girls grow up in a wholesome wa
Brand at a Glance
78%
Customer Loyalty
2.2/5
Product Quality
2/5
Pricing
2.1/5
Customer Service
American Girl NPS
American Girl's Net Promoter Score (NPS) is a -40 with 26% Promoters, 8% Passives, and 66% Detractors. Net Promoter Score tracks whether American Girl's customers would recommend using the product based on a scale of -100 to 100.
American Girl Overall NPS
| 26% | Promoters |
|---|---|
| 8% | Passives |
| 66% | Detractors |
American Girl NPS Trend
-100
-50
0
50
100
| Summary | Date | Score |
|---|---|---|
Jan 2024 -46 | Jan 2024 | -46 |
Mar 2024 -47 | Mar 2024 | -47 |
Apr 2024 -45 | Apr 2024 | -45 |
Jun 2024 -45 | Jun 2024 | -45 |
Sep 2024 -48 | Sep 2024 | -48 |
Oct 2024 -47 | Oct 2024 | -47 |
Nov 2024 -43 | Nov 2024 | -43 |
Dec 2024 -43 | Dec 2024 | -43 |
Jan 2025 -43 | Jan 2025 | -43 |
Jul 2025 -41 | Jul 2025 | -41 |
Feb 2026 -42 | Feb 2026 | -42 |
May 2026 -42 | May 2026 | -42 |
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.
American Girl NPS by Gender
Female customers rated American Girl's NPS 3 points higher than Male customers.
Male
-70
American Girl's NPS was rated -70 by Male customers on Comparably.
10%
Promoters
10%
Passives
80%
Detractors
Female
-67
American Girl's NPS was rated -67 by Female customers on Comparably.
14%
Promoters
5%
Passives
81%
Detractors
American Girl NPS by Ethnicity
American Girl's NPS was rated the highest by Caucasian customers, and the lowest by Other customers.
-100
-50
0
50
100
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian -67 | Caucasian | -67 |
Other -74 | Other | -74 |
American Girl NPS by Age
American Girl's NPS was rated the highest by customers ages 18-25, and the lowest by customers ages 66+.
American Girl NPS by Usage
American Girl's NPS was rated the highest by customers who have used American Girl's products/services for 1 to 2 Years, and the lowest by customers with Less than 1 Year of usage.
-100
-50
0
50
100
| Summary | Usage | Score |
|---|---|---|
Less than 1 Year -100 | Less than 1 Year | -100 |
1 to 2 Years -60 | 1 to 2 Years | -60 |
2 to 5 Years -70 | 2 to 5 Years | -70 |
5 to 10 Years -80 | 5 to 10 Years | -80 |
Over 10 Years -62 | Over 10 Years | -62 |
American Girl Customer Reviews
Out of the 14 American Girl customer reviews 6 were positive and 8 were constructive. American Girl 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.
All Reviews
Positive Reviews
Constructive Reviews
American Girl Customer Loyalty
78%
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.
78% of American Girl users/customers answered "Yes" when asked: "Would you consider yourself a loyal user/customer?"
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American Girl Customer Loyalty Score by Gender
Female customers rated American Girl's Customer Loyalty score 24% higher than Male customers.
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Male
55%
Yes
Female
79%
Yes
American Girl Customer Loyalty Score by Ethnicity
American Girl's Customer Loyalty score was rated the highest by Other customers, and the lowest by Caucasian customers.
% who answered "Yes"
Sign Up for Brand Profile PRO to get the full Customer Loyalty by Ethnicity data of American Girl.
76
out of 100
Caucasian
88
out of 100
Other
American Girl Customer Loyalty Score by Age
American Girl's Customer Loyalty score was rated the highest by customers ages 31-35, and the lowest by customers ages 26-30.
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0
20%
40%
60%
80%
100%
| Summary | Age | Score |
|---|---|---|
18-25 84% | 18-25 | 84% |
26-30 46% | 26-30 | 46% |
31-35 100% | 31-35 | 100% |
41-45 70% | 41-45 | 70% |
46-50 100% | 46-50 | 100% |
51-55 52% | 51-55 | 52% |
56-60 100% | 56-60 | 100% |
61-65 84% | 61-65 | 84% |
66+ 68% | 66+ | 68% |
American Girl Customer Loyalty Score by Usage
American Girl's Customer Loyalty score was rated the highest by customers who have used American Girl's products/services for 2 to 5 Years, and the lowest by customers with Less than 1 Year of usage.
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American Girl Customer Loyalty Score by Industry
American Girl's Customer Loyalty score was rated the highest by Aerospace and Aviation industry customers, and the lowest by Business and Consumer Services industry customers.
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American Girl Product Quality
2.2/5
American Girl has an overall Product Quality score of 2.2 out of 5 stars rated by its users and customers.
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American Girl Product Information
American Girl’s product quality score is a 2.2 out of 5 as rated by its users and customers. Reviewers from the Tech industry rated American Girl's product the highest. Reviewers from the Healthcare, Hospitals and Medicine industry rated American Girl the lowest at 1.5.
- Website
- http://www.americangirl.com
- Company Size
- 1,001-5,000 Employees
Industry
Tech
Hardware and Devices
Quick Insights into American Girl Product Quality
American Girl's Product Quality score was rated highest by customers ages 18-25, and rated lowest by customers from the Real Estate industry.
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Ranked American Girl Product Quality the Highest
Ranked American Girl Product Quality the Lowest
American Girl Product Quality Score by Gender
Female customers rated American Girl's Product Quality score 0.2 stars higher than Male customers.
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Male
1.8/5
Female
2/5
American Girl Product Quality Score by Ethnicity
American Girl's Product Quality score was rated the highest by Other customers, and the lowest by Caucasian customers.
Sign Up for Brand Profile PRO to get the full Product Quality by Ethnicity data of American Girl.
0
1
2
3
4
5
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 1.9 | Caucasian | 1.9 |
Other 2 | Other | 2 |
American Girl Product Quality Score by Age
American Girl's Product Quality score was rated the highest by customers ages 18-25, and the lowest by customers ages 66+.
Sign Up for Brand Profile PRO to get the full Product Quality by Age data of American Girl.
0
1
2
3
4
5
| Summary | Age | Score |
|---|---|---|
18-25 3.6 | 18-25 | 3.6 |
26-30 2.6 | 26-30 | 2.6 |
31-35 1.9 | 31-35 | 1.9 |
41-45 2.6 | 41-45 | 2.6 |
46-50 1.9 | 46-50 | 1.9 |
51-55 1.5 | 51-55 | 1.5 |
56-60 1.7 | 56-60 | 1.7 |
61-65 2.4 | 61-65 | 2.4 |
66+ 1.5 | 66+ | 1.5 |
American Girl Product Quality Score by Usage
American Girl's Product Quality score was rated the highest by customers who have used American Girl's products/services for 1 to 2 Years, and the lowest by customers with Less than 1 Year of usage.
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American Girl Product Quality Score by Industry
American Girl's Product Quality score was rated the highest by Tech industry customers, and the lowest by Real Estate industry customers.
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American Girl Pricing
American Girl ROI & Value For Money
2/5
American Girl has a value for money and ROI score of 2 out of 5 stars rated by its users and customers.
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American Girl 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 Tech industry. The users from the Arts and Entertainment industry think that they had the lowest ROI from American Girl.
Quick Insights into American Girl ROI
American Girl's ROI score was rated highest by customers ages 18-25, and rated lowest by customers from the Real Estate industry.
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Ranked American Girl ROI the Highest
Ranked American Girl ROI the Lowest
American Girl ROI Score by Gender
Female customers rated American Girl's ROI score 0.3 stars higher than Male customers.
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Male
1.5/5
Female
1.8/5
American Girl ROI Score by Ethnicity
American Girl's ROI score was rated the highest by Caucasian customers, and the lowest by Other customers.
Sign Up for Brand Profile PRO to get the full ROI by Ethnicity data of American Girl.
0
1
2
3
4
5
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 1.8 | Caucasian | 1.8 |
Other 1.7 | Other | 1.7 |
American Girl ROI Score by Age
American Girl's ROI score was rated the highest by customers ages 18-25, and the lowest by customers ages 66+.
Sign Up for Brand Profile PRO to get the full ROI by Age data of American Girl.
0
1
2
3
4
5
| Summary | Age | Score |
|---|---|---|
18-25 3 | 18-25 | 3 |
26-30 1.8 | 26-30 | 1.8 |
31-35 1.5 | 31-35 | 1.5 |
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 1.6 | 56-60 | 1.6 |
61-65 2.5 | 61-65 | 2.5 |
66+ 1.5 | 66+ | 1.5 |
American Girl ROI Score by Usage
American Girl's ROI score was rated the highest by customers who have used American Girl's products/services for 1 to 2 Years, and the lowest by customers with Less than 1 Year of usage.
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American Girl ROI Score by Industry
American Girl's ROI score was rated the highest by Tech industry customers, and the lowest by Real Estate industry customers.
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American Girl Customer Satisfaction (CSAT)
American Girl Customer Satisfaction (CSAT) Score
31 / 100
American Girl has an overall Customer Satisfaction score of 31 rated by its users and customers.
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Very Satisfied
19%
Satisfied
12%
Neither Satisfied nor Dissatisfied
4%
Dissatisfied
9%
Very Dissatisfied
56%
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 American Girl Customer Satisfaction
American Girl's Customer Satisfaction score was rated highest by customers ages 18-25, and rated lowest by customers from the Real Estate industry.
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Ranked American Girl Customer Satisfaction the Highest
Ranked American Girl Customer Satisfaction the Lowest
American Girl Customer Satisfaction Score by Gender
Female customers rated American Girl's Customer Satisfaction score 3 points higher than Male customers.
Sign Up for Brand Profile PRO to get the full Customer Satisfaction by Gender data of American Girl.
20 / 100
MaleVery Satisfied | 10% | |
|---|---|---|
Satisfied | 10% | |
Neither Satisfied nor Dissatisfied | 10% | |
Dissatisfied | 10% | |
Very Dissatisfied | 60% |
23 / 100
FemaleVery Satisfied | 14% | |
|---|---|---|
Satisfied | 9% | |
Neither Satisfied nor Dissatisfied | 2% | |
Dissatisfied | 11% | |
Very Dissatisfied | 64% |
American Girl Customer Satisfaction Score by Ethnicity
CSAT according to Caucasian
American Girl's Customer Satisfaction (CSAT) score was rated 22% according to Caucasian users and customers.
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22 / 100
Very Satisfied
13%
Satisfied
9%
Neither Satisfied nor Dissatisfied
4%
Dissatisfied
7%
Very Dissatisfied
67%
CSAT according to Other
American Girl's Customer Satisfaction (CSAT) score was rated 14% according to Other users and customers.
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14 / 100
Very Satisfied
14%
Satisfied
0%
Neither Satisfied nor Dissatisfied
0%
Dissatisfied
21%
Very Dissatisfied
65%
American Girl Customer Satisfaction Score by Age
American Girl's Customer Satisfaction score was rated the highest by customers ages 18-25, and the lowest by customers ages 56-60.
Sign Up for Brand Profile PRO to get the full Customer Satisfaction by Age data of American Girl.
0
20
40
60
80
100
| Breakdown | Age | Score | |||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 18-25 | 63% | |||||||||||||||
| 26-30 | 50% | |||||||||||||||
| 31-35 | 25% | |||||||||||||||
| 41-45 | 40% | |||||||||||||||
| 46-50 | 25% | |||||||||||||||
| 51-55 | 0% | |||||||||||||||
| 56-60 | 0% | |||||||||||||||
| 61-65 | 27% | |||||||||||||||
| 66+ | 8% |
American Girl Customer Satisfaction Score by Usage
American Girl's Customer Satisfaction score was rated the highest by customers who have used American Girl's products/services for 1 to 2 Years, and the lowest by customers with Less than 1 Year of usage.
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American Girl Customer Satisfaction Score by Industry
American Girl's Customer Satisfaction score was rated the highest by Marketing, Advertising and Research industry customers, and the lowest by Real Estate industry customers.
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{
"title": "American Girl Customer Satisfaction Score by Industry",
"text": "American Girl's Customer Satisfaction score was rated the highest by Marketing, Advertising and Research industry customers, and the lowest by Real Estate industry customers.",
"bars": [
{
"label": "Tech",
"groupId": 104,
"score": 50,
"stars": 0,
"csatScore": 50,
"text": "American Girl's Customer Satisfaction score is rated by Tech customers on Comparably.",
"scoreClassName": "max",
"scoreLabel": 50
},
{
"label": "Aerospace and Aviation",
"groupId": 496,
"score": 33,
"stars": 0,
"csatScore": 33,
"text": "American Girl's Customer Satisfaction score is rated by Aerospace and Aviation customers on Comparably.",
"scoreClassName": "",
"scoreLabel": 33
},
{
"label": "Arts and Entertainment",
"groupId": 499,
"score": 20,
"stars": 0,
"csatScore": 20,
"text": "American Girl's Customer Satisfaction score is rated by Arts and Entertainment customers on Comparably.",
"scoreClassName": "",
"scoreLabel": 20
},
{
"label": "Business and Consumer Services",
"groupId": 504,
"score": 25,
"stars": 0,
"csatScore": 25,
"text": "American Girl's Customer Satisfaction score is rated by Business and Consumer Services customers on Comparably.",
"scoreClassName": "",
"scoreLabel": 25
},
{
"label": "Education",
"groupId": 515,
"score": 22,
"stars": 0,
"csatScore": 22,
"text": "American Girl's Customer Satisfaction score is rated by Education customers on Comparably.",
"scoreClassName": "",
"scoreLabel": 22
},
{
"label": "Healthcare, Hospitals and Medicine",
"groupId": 522,
"score": 13,
"stars": 0,
"csatScore": 13,
"text": "American Girl's Customer Satisfaction score is rated by Healthcare, Hospitals and Medicine customers on Comparably.",
"scoreClassName": "",
"scoreLabel": 13
},
{
"label": "Marketing, Advertising and Research",
"groupId": 535,
"score": 50,
"stars": 0,
"csatScore": 50,
"text": "American Girl's Customer Satisfaction score is rated by Marketing, Advertising and Research customers on Comparably.",
"scoreClassName": "max",
"scoreLabel": 50
},
{
"label": "Real Estate",
"groupId": 554,
"score": 0,
"stars": 0,
"csatScore": 0,
"text": "American Girl's Customer Satisfaction score is rated by Real Estate customers on Comparably.",
"scoreClassName": "",
"scoreLabel": 0
}
]
}American Girl Customer Service
2.1/5
American Girl has an overall Customer Service score of 2.1 out of 5 stars rated by its users and customers.
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About American Girl's Customer Service
Address
Middleton, WI
Website
http://www.americangirl.com
Phone Number
(608)836-4848
Quick Insights into American Girl Customer Service
American Girl's Customer Service score was rated highest by customers ages 18-25, and rated lowest by customers from the Real Estate industry.
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Ranked American Girl Customer Service the Highest
Ranked American Girl Customer Service the Lowest
American Girl Customer Service Score by Gender
Female customers rated American Girl's Customer Service score 0.4 stars higher than Male customers.
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Male
1.5/5
Female
1.9/5
American Girl Customer Service Score by Ethnicity
American Girl's Customer Service score was rated the highest by Caucasian customers, and the lowest by Other customers.
Sign Up for Brand Profile PRO to get the full Customer Service by Ethnicity data of American Girl.
0
20
40
60
80
100
| Summary | Ethnicity | Customer Service Score |
|---|---|---|
Caucasian 1.8 | Caucasian | 1.8 |
Other 1.7 | Other | 1.7 |
American Girl Customer Service Score by Age
American Girl's Customer Service score was rated the highest by customers ages 18-25, and the lowest by customers ages 66+.
Sign Up for Brand Profile PRO to get the full Customer Service by Age data of American Girl.
0
20
40
60
80
100
| Summary | Age | Customer Service Score |
|---|---|---|
18-25 3.5 | 18-25 | 3.5 |
26-30 1.7 | 26-30 | 1.7 |
31-35 1.5 | 31-35 | 1.5 |
41-45 2.4 | 41-45 | 2.4 |
46-50 2 | 46-50 | 2 |
51-55 1.5 | 51-55 | 1.5 |
56-60 1.5 | 56-60 | 1.5 |
61-65 2.1 | 61-65 | 2.1 |
66+ 1.5 | 66+ | 1.5 |
American Girl Customer Service Score by Usage
American Girl's Customer Service score was rated the highest by customers who have used American Girl's products/services for 1 to 2 Years, and the lowest by customers with Less than 1 Year of usage.
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American Girl Customer Service Score by Industry
American Girl's Customer Service score was rated the highest by Tech industry customers, and the lowest by Real Estate industry customers.
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American Girl as an Employer
2.9/5
American Girl has a 2.9/5 stars for its overall company culture rated by their employees
bottom
15%
Consumer vs. Employees
American Girl scored a -40 for Net Promoter Score and a 0 for Employee Net Promoter Score. NPS gauges how likely a customer of American Girl would recommend the brand to a friend. ENPS measures how likely American Girl employees would recommend working at American Girl to a friend.
Net Promoter Score
-40
NPS Score
| 26% | Promoters |
|---|---|
| 8% | Passive |
| 66% | Detractors |
Employee Net Promoter Score
0
eNPS Score
| 38% | Promoters |
|---|---|
| 24% | Passive |
| 38% | Detractors |
