In customer satisfaction research, an increasingly important role is played by indicators that make it possible not only to measure overall satisfaction, but also to identify customers who are truly enthusiastic about a brand. One of the most commonly used – and at the same time most demanding – indicators is the top box. In this article, we explain what top box is in satisfaction research, how to interpret it, and why it is an important element of Customer Experience (CX) analysis.
What is top box in satisfaction research?
Top box is an indicator showing the percentage of respondents who gave the highest possible rating on the response scale used. In other words, top-box includes only those responses that are at the very top of the scale.
Examples:
| Scale | Top box |
|---|---|
| scale 1–5 | response “5” |
| scale 1–7 | response “7” |
| scale 0–10 | response “10” (sometimes analyzed separately from 9) |
Unlike the average score, top box does not take into account “good” or “satisfactory” responses, but focuses exclusively on the highest level of satisfaction.
Top box vs. other satisfaction metrics
In satisfaction research, several complementary measures are commonly used :
- Top box – the highest response on the scale
- Top 2 box – the sum of the two highest responses (e.g., 4+5 on a 1–5 scale)
- Bottom box – the lowest responses, indicating dissatisfaction
- Net box – the percentage of highest responses minus the percentage of lowest responses (e.g., NPS, NSAT)
- Average score – the arithmetic mean of all responses
Top box stands out because it is the most restrictive. A customer who rates a service as “4” is satisfied, but does not fall into the top box. From the perspective of quality and brand management, this is intentional – companies increasingly want to know how many customers are truly delighted, not just “sufficiently satisfied.”
Why is top box so important in CX research?
1. Better reflection of customer loyalty
Research shows that the highest satisfaction ratings correlate most strongly with loyalty, repeat purchase, and willingness to recommend. Customers in the top box are more likely to:
- return to the brand,
- recommend it to others,
- be less price-sensitive.
An average satisfaction score may look good while simultaneously masking a lack of true customer engagement.
2. Early warning signal of quality deterioration
Top box is a very sensitive indicator of change. Even minor operational issues, a decline in service quality, or longer fulfillment times can cause responses to shift from the highest category to the second-highest. The average score often remains stable, while the top box begins to decline – providing an early warning for the organization.
3. A tool for benchmarks and KPIs
In many companies, top box is a key KPI for service quality. It is widely used in:
- management reports,
- comparisons of branches and teams,
- benchmarks between brands or markets.
Thanks to its clear definition, top box is easy to communicate and interpret at the decision-making level.
Top box in NPS research
In the context of Net Promoter Score (NPS), top box has particular significance. The NPS scale (0–10) divides respondents into three groups:
- Promoters (9–10) – the upper part of the scale, often referred to as the top 2 box
- Passives (7–8)
- Detractors (0–6) – the bottom box
Some organizations additionally analyze the pure top box = 10, treating it as a measure of absolute enthusiasm. This allows for an even more precise assessment of customer experience quality.
Example of top box interpretation
Assume a company conducts a satisfaction survey on a 1–5 scale and obtains the following results:
- 5 – 30%
- 4 – 45%
- 3 – 15%
- 2 – 7%
- 1 – 3%
The average score is 3.92 and may be considered good. However, a top box of 30% means that only one in three customers is truly fully satisfied. For an organization aspiring to high service quality, this is a signal for further optimization efforts.
When should top-box be used in satisfaction research?
Top box works best when :
- The research is strategic in nature,
- The company competes on quality or positions itself as a premium brand,
- The goal is long-term customer loyalty rather than one-off satisfaction.
In practice, top box should be analyzed together with top 2 box and bottom box to obtain a complete picture of customer experience.
Summary
Top box in satisfaction research is one of the most important indicators of customer experience quality. It focuses on the most demanding group of responses and makes it possible to identify customers who are truly delighted with the brand. Although it can be more uncompromising than the average score, its analytical and strategic value is undeniable. For organizations seeking to build loyalty, recommendations, and competitive advantage, top-box is an indispensable element of modern satisfaction and CX research.