What Is a Detractor & How Can You Make Them Promoters?

What is a Detractor

Detractors in NPS (Net Promoter Score) are customers who score a 0-6 on the NPS scale, indicating they are unhappy with the product or service and are unlikely to recommend it to others.

NPS, or Net Promoter Score, is a measure of customer satisfaction and loyalty. It is calculated based on responses to a single question:

“How likely is it that you would recommend our company/product/service to a friend or colleague?”

What is a detractor in NPS

Respondents are classified as Promoters, Passives and Detractors based on their score.

  • Promoters: Customers who respond with a score of 9 or 10 are considered promoter.
  • Passives: Customers who respond with a score of 7 or 8 are considered passive.
  • Detractors: Customers who respond with a score of 0 to 6 are considered detractors.

Detractors are customers who score 0 to 6 on the NPS scale.

These are the least satisfied and least likely to recommend the company to others.

Related Read: What is a good NPS Score?

It is important to address the concerns of Detractors and try to turn them into Promoters or at least Passives, as they can have a negative impact on the company’s reputation through word-of-mouth or social media

Where can you find NPS detractors?

To identify NPS Detractors, you will need to conduct the NPS survey to your customers and classify their responses based on their scores.

Where to find detractors: Here are several ways to find and identify detractors:

#1. Monitor social media and online reviews: Keep an eye on social media platforms, such as Twitter, Facebook, and Instagram, as well as online review sites, such as Yelp and Google Reviews, to see if anyone is expressing negative feedback or complaints about your business.

#2. Conduct customer surveys: Use customer surveys to ask for feedback about your business. This can help you identify specific areas where you may have detractors and allow you to address any issues or concerns.

#3. Analyze customer data: Look at your customer data, such as customer retention rates, customer churn rates, and customer loyalty scores, to see if there are any patterns or trends that suggest you may have detractors.

#4. Talk to your employees: Your employees are on the front lines of your business and may have firsthand knowledge of any customers who are unhappy or dissatisfied. Ask your employees if they have heard any negative feedback or complaints from customers.

#5. Listen to customer feedback: Pay attention to any feedback or complaints that you receive directly from customers. This can help you identify detractors and allow you to address any issues or concerns they may have.

Related Read: How to Calculate Net Promoter Score?

Here’s how the NPS scale works:

Detractors are those who score 0 to 6 on the NPS scale.

  • Scores 9-10: Promoters
  • Scores 7-8: Passives
  • Scores 0-6: Detractors

Net Promoter Score Scale

To conduct the NPS survey, you can use a variety of methods such as email, SMS, online surveys, in-app survey or in-person interviews. It is important to make the survey as convenient and easy to complete as possible, as this will increase the response rate.

Once you have collected the responses, you can calculate the NPS by subtracting the percentage of Detractors from the percentage of Promoters.

For example, if 50% of respondents are Promoters and 20% are Detractors, the NPS would be 50 – 20 = 30.

How to turn detractors into promoters: The right way

Turning detractors into promoters can be a challenging process, but it can also be very rewarding.

How to turn detractors into promoters

Here are some steps you can take to try to turn detractors into promoters:

#1. Listen to their concerns and feedback: Take the time to really listen to what your detractors have to say. This can help you understand their perspective and identify any issues that need to be addressed.

#2. Apologize and take responsibility: If your organization has made a mistake, it’s important to apologize and take responsibility. This can go a long way in rebuilding trust and showing that you are willing to make things right.

#3. Offer a solution: Once you understand the issues your detractors are facing, try to come up with a solution that addresses their concerns. This could involve offering compensation, making changes to your products or services, or providing additional support.

#4. Follow up: After you’ve addressed the concerns of your detractors, be sure to follow up to make sure they are satisfied with the resolution. This can help turn them into promoters by showing that you are committed to customer satisfaction.

#5. Look for opportunities to engage with your detractors: Consider reaching out to your detractors through social media or other channels to engage with them directly. This can help build a more personal relationship and show that you value their input.

Overall, turning detractors into promoters requires patience, empathy, and a willingness to listen and make changes. By addressing their concerns and working to improve their experience, you can turn your detractors into supporters of your organization.

Related Read: How To Respond To Angry Customer [Free Email Templates]

Here are 20 quick ways to turn Detractors into Promoters:

  1. Listen to their concerns and take them seriously.
  2. Apologize for any negative experiences they may have had.
  3. Offer a solution to their problem or concern.
  4. Provide excellent customer service to address their needs.
  5. Follow up to ensure that their issue has been resolved to their satisfaction.
  6. Offer incentives or rewards for their loyalty.
  7. Personalize the CX by tailoring it to their specific needs.
  8. Go above and beyond to meet their expectations.
  9. Invite them to provide feedback and suggestions for improvement.
  10. Implement their feedback and ideas to show that you value their input.
  11. Foster a sense of community by engaging with them on social media or through customer events.
  12. Offer personalized discounts or promotions.
  13. Provide them with a VIP experience to show that you appreciate their business.
  14. Stay in touch with them through email newsletters or other communication channels.
  15. Keep them informed about new products or services that may be of interest to them.
  16. Show appreciation for their business through small gestures such as handwritten thank-you notes or tokens of appreciation.
  17. Provide them with exceptional after-sales support to ensure their satisfaction with their purchase.
  18. Treat them like a valued member of your team, rather than just a customer.
  19. Show genuine interest in their needs and preferences.
  20. Foster a culture of transparency and honesty within your company to build trust with your customers.


What to do when we don’t get response from detractors?

It can be frustrating when we don’t get a response from someone, especially if we feel like they are not taking our concerns or views seriously. Here are a few steps you can take when you don’t get a response from detractors:

#1. Consider the reason for the lack of response: There could be a variety of reasons why someone is not responding, such as they are busy, they are not interested in engaging, or they disagree with your perspective. It’s important to try to understand the other person’s perspective and consider their reasons for not responding.

#2. Communicate clearly and calmly: Make sure that you have clearly and calmly communicated your concerns or views to the other person. It may be helpful to write down your thoughts in advance so that you can clearly articulate them.

#3. Try a different approach: If you have tried to communicate with the other person and have not received a response, it may be helpful to try a different approach. This could include reaching out through a different channel, such as email or phone, or involving a mediator or arbitrator to facilitate communication.

#4. Let it go: In some cases, it may be best to let the matter go if you are not getting a response. It’s important to consider whether it is worth continuing to try to engage with someone who is not interested in communicating with you.

Overall, it’s important to try to communicate clearly and calmly, and to be open to different approaches in order to resolve conflicts or address concerns.


Detractors are individuals or groups who disagree with or oppose our views or actions. While it is natural to have differences of opinion and to encounter opposition, it is important to try to understand and respect the perspectives of others, even if we disagree with them.

Effective communication and conflict resolution skills can be helpful in addressing and resolving conflicts with detractors. It may also be helpful to involve a mediator or arbitrator to facilitate communication and find common ground.

In some cases, it may be necessary to let the matter go if it is not possible to reach a resolution or if it is not worth continuing to engage with someone who is not interested in communicating or finding a compromise.

Ultimately, it is important to approach conflicts with detractors in a respectful and constructive manner, and to strive for understanding and resolution whenever possible.

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