detractors and promoters in NPS

Everything about Passives and Detractors in NPS

The Net Promoter Score (NPS) survey is a one-question survey that determines the likelihood of a customer recommending your product to others. Customers are asked to assess their experiences on a scale of 0 to 10 in the survey. NPS feedback is collected, adjustments are tracked, and actionable insights are provided via Net Promoter Score software. The NPS survey results assist divide customers into three groups: promoters, passives, and detractors. If you are confused about NPS, CSAT CES, you must read this – NPS ,CSAT,CES why is it important

What is the Net Promoter Score, and why is it important?

The process of categorizing clients into promoters, critics, and passives is far from passive. While basic customer experience management software can help optimize interactions and foster customer loyalty, it’s a big job that involves a lot of variables.

A simple question is used by an NPS Promoter Score Survey Software Platform to properly measure customer happiness. The survey is short, to the point, and informative.

Read a more detailed guide on the importance of NPS

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What are the differences between promoters, passives, and detractors?

According to their responses, consumers who score 0-6 in an NPS survey are categorized as detractors, 7 and 8 as passives, and 9 and 10 as promoters. A detractor is a customer who did not enjoy your product or service at all, whereas a passive is a customer who is neither satisfied nor disappointed, and a promoter is a loyal customer who is most likely to recommend the product to others.

Because word-of-mouth is the most effective marketing technique, it’s critical to use an NPS customer feedback app to determine which categories your consumers fall into.

Who is significant? Is it better to be a promoter, a passive, or a detractor?


A consumer who is most likely to recommend the service to others is known as a promoter. When a service is recommended by a friend or acquaintance rather than commercials or other promotions, a person is more inclined to try it. Once your promoters have been discovered, it’s critical to learn about the good things you’ve done and keep them satisfied, because referrals account for 20-50 percent of a company’s sales, according to McKinsey and Company research.


The passives are tricky because they won’t be disappointed, but they also won’t go out of their way to recommend your goods. They are merely consumers, not clients. They don’t truly tilt the scales in one direction or the other, but they do have the potential to do so. Passives may switch to similar items if they receive better incentives, therefore they could be a potential promoter or detractor depending on how quickly the company converts them. 

  • Because they are open to other options, passive clients are more prone to churn. If the price or offer is even slightly better, [passives] have no trouble switching to a new brand. It doesn’t matter to them. Being passive (or passively “satisfied”) means that it doesn’t matter to them.
  • Customers who are passive are not loyal to your brand. Many detractors are enthusiastic about a brand (maybe negatively, but that can change); passives often just don’t care. You must engage in meaningful discussion and demonstrate to them that you are more than simply the product or service they purchased – you are a once-in-a-lifetime opportunity.
  • Customers who are passive are price sensitive. Passives usually regard competitor items as one and the same, seeing little to no visible difference in features or benefits. That leaves them with only one variable to consider: pricing. It’s critical to determine whether or not they’re solely concerned with price, as this will influence how you approach them.

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Detractors can be destructive since consumers are more inclined to share bad comments than favorable feedback. They not only take the sales with them, but they also take potential sales with them. For every detractor, you would need a minimum of two promoters.To avoid a domino effect of negative referrals, it’s critical to identify a detractor and enhance their experience.

  • Detractors are likely to leave in the near future. While this may be self-evident, remember that a detractor is anyone who gives you a score of 0 to 6 on the NPS scale. While the 0’s, 1’s, and even 2’s may appear to be clear angry customers with one foot out the door, the 5 and 6’s are less obvious. The “very soon” portion is also crucial; you don’t have time to waste with naysayers. You must respond as soon as feasible to their issues and address them.
  • Detractors are more vocal than proponents. What it comes down to is that negative experiences can substantially exceed the impact that favorable experiences can have.
  • That means that for every detractor you have, you need several promoters to advocate for the brand. This is one of the primary reasons why any positive NPS score (anything over 0) is considered a “Good” score by NPS standards. Based on the calculation, it simply means that you have more promoters than you have detractors. 
  • Detractors are more likely to become your future promoters than passives. Yes, you read that correctly. As strange as it may seem, your biggest critics and supporters are not all that dissimilar. They are both outspoken and ardent users of your goods. Detractors want what you have to offer, and they want it to meet their requirements; it is your duty to make that happen. If you’re lucky, they’ll be your next biggest supporter.

Learn: NPS in Customer Success


NPS may seem like an easy metric to measure and understand but it comes with its own complications. It is equally important for a holistic view of your customer experience. Hence this article is to understand the nuances of passives and detractors.

Jahan Patel is a content marketer at CustomerSuccessBox. He loves languages and loves writing about growth & businesses. On his off time, you can find him sitting in a cozy cafe reading a book.