After purchasing a product on an online e-commerce store, customers are asked the typical NPS survey question “On a scale of 0-10, how likely is it that you would recommend [product name] to your friends, family or business associates?” for two different products.

Product A Customer Ratings: [6,6,6,6,6,6,6,6,10,10] (Average Customer Rating 6.8)

Product B Customer Ratings: [0,0,0,0,9] (Average Customer Rating 1.8)

Their ratings are listed above. Look at the two data sets. Consider carefully. Which product do you think has a higher NPS (Net Promoter Score).

The answer is their NPS is exactly the same.

Wait that’s unbelievable… the first product has an average customer rating of 6.8/10 while the second has an average customer rating of 1.8/10. How is that possible?