What Are Detractors In Terms Of NPS®? - Antlere

What Are Detractors In Terms Of NPS®?

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What Are Detractors In Terms Of NPS®?

Unhappy customers are the most dangerous of all.

They are even more dangerous than having no customers at all.

In terms of NPS; unhappy and unsatisfied customers are called ‘Detractors’

NPS measures the customer satisfaction or brand loyalty though a range of -100 to +100. Any value above 0 is considered to be good. NPS gathers data by asking how much a customer is willing to recommend a brand to their friends and family. The data is gathered on a scale of 0-10.

Customers answering 9-10 are called ‘Promoters’, 7-8 are called ‘Passives’ and those answering between 0-6 are called ‘Detractors’.

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Why are Detractors dangerous?

Detractors are customers who unimpressed and most importantly ‘unsatisfied’ with your brand. They have had a bad ‘customer experience’. And this could potentially cause them to speak ill off their experiences otherwise known as negative word of mouth.

An uncontrollable spiral.

In this digital age it becomes an even bigger problem, developing into something serious known as Brand Hate.

Social Media Platforms have made it easier for everyone to share their experiences.

One bad review of your brand is bound to reach a wide (potential) customer base spreading like fire, resulting in loss of future business.

Immediate corrective steps are required to mitigate the effects that detractors might cause.

One of the most effective methods is to immediately contact with such customers and apologize to them, assure them that you will take all necessary steps so that their bad experience is not repeated and most importantly actually take remedial steps to rectify such mistakes.

Nothing can convince your customers of your sincerity other than actually seeing you taking their complaints seriously and acting upon them.

Therefore, managing Detractors is not impossible.

Detractors are not all that bad.

They are as valuable rather perhaps more valuable than promoters.

They tell you where you are lagging.

What needs to be improved.

How quickly it needs to be improved.

They tell you what your competition is doing right.

They tell you methods on improving your business.

The main thing is taking advantage of the detractor feedback.

A good management strategy should be put in place before implementing the NPS system. Without that; NPS scores are just meaningless values and detractors are just a type of customer.

Though a bad thing; Detractors should be considered as an opportunity to improve and grow. Business is all about converting a bad situation into a profitable one. It is about taking advantage of an opportunity and Detractors can become this opportunity for your business.

Keep your eyes and mind open.

Grab this opportunity and make a difference.

Start progressing.

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Antlere is a state-of-the-art Customer Experience Management Platform that allows businesses to Measure Customer Experience, Gain Actionable Insights and Engage with Customers to foster better relationship. (Get Free Demo) (Contact us)

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