Detractors into promoters

What Is A Detractor in NPS And How Do You Turn Them Into Promoters?

Net Promoter Score (NPS) is a metric used to assess customer loyalty and the probability that they would recommend your products and services to others. NPS can assist you to determine which of your consumers are promoters and detractors. Loyal clients are an asset to every business and a terrific method to keep it functioning.

All it takes is a one-question survey asking ‘how likely are you to refer us to a friend or colleague,’ and any organization can now easily track the effectiveness of their customer service experience strategy.

The NPS is so valuable because it provides businesses with exact statistics on their overall performance in terms of customer loyalty, and by linking scores with freely written replies, businesses can gain a far greater understanding of why any specific client is exceptionally loyal or disloyal.

Help desk systems are crucial for keeping the track of your agent’s performance and knowing how happy your customers are with your customer service.

72% of companies believe they can use analytics reports to improve the customer experience by Insightsquared.

Customer Feedback graph for NPS Score

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Who is a detractor in NPS?

A detractor in NPS is a consumer who is unhappy with your service or goods. In the corporate sector, detractors are considered taboo topics to discuss. Detractors, on the other hand, are clients who are critical to the growth of an organization.  

People are 21% more likely to publicly share a negative experience than a positive one.

The NPS survey helps in identifying the detractors among the customers. These are the people who are highly disappointed with the brand due to a negative experience.

Detractors are survey respondents who give you a score of 0 to 6 on the NPS scale. They are dissatisfied consumers who will spread negative word about your firm.

Detractors survey response

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Importance of identifying detractors

52% of customers will avoid a business that has less than a 4-star rating by Brightlocal survey. Following up with detractors and learning the reasons for their dissatisfaction may result in a significant product or service adjustments, as well as guiding the path of your brand. While individually contacting each of your naysayers takes effort, but the rewards exceed the expenses.

A vast pool of NPS detractors is essentially an avalanche of churn and bad reviews in the making. It is critical to promote feedback and fix issues that cause critics in order to keep existing clients. This allows you to convert dissatisfied clients and boost customer loyalty.

There are several reasons why identifying detractors is important for your business.

Detractors passives and promoters


1. Reduce the churn rate

According to, 50% of detractors from the NPS Survey are likely to churn within the next 90 days.

The churn rate is used to determine the number of customers your business is losing with time. It is a scary but important metric. 

Churn can happen for a variety of reasons, the most obvious being that the customer isn’t getting enough value from your business.

That may seem familiar since that is, in essence, the definition of a skeptic. Customers that are dissatisfied with your product give you a low NPS score because they encounter friction and poor value.

By identifying the flaws and mistakes in your product with the help of the feedback received from detractors you can easily reduce the churn rate and make them love your business.

Customer churn rate graph

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2. Reduce the negative feedback and increase the loyalty

Customers read the reviews online and then go to buy the product. The reviews are a trusted and reliable source to get an insight into the brand. Negative reviews create a negative impact and affect the buying decisions of the customers.

Collecting this feedback exposes differences between what customers want and what your company is offering. When your team personally follows up with the consumer, it personalizes the situation and keeps everyone accountable for what isn’t working.

The company can work on the negative reviews and rectify its errors. This will show that the company really cares about its customers and will increase the brand loyalty of the customers.

3. Decrease in sales and revenue

Will you be doing business with a brand with whom you had an awful experience? 

Obviously NO.

When the customers turn into detractors because of the one awful experience they had with your brand, they decide to quit your brand and even ask other people to not deal with you.

A decrease in customers will ultimately affect the sales and revenue generation of your company. 

Understanding the negative experience your detractors faced and taking an action to rectify the mistakes can help you to gain their respect and loyalty back.

4. They help your competition

Detractors will switch to other brands that are your competitors and help them grow and prosper. 

Retaining detractors back to your company and making them your customers again will become challenging once they start loving your competitors.

Increasing customer retention rates by just 5% can increase profits by between 25% and 95% by Mediabain.

As a result, the more Detractors you have and the more you disregard them, the simpler it is for your competitors to grab the market lead.

According to Businessnewsdaily, about 80% of customers will not mind switching to a competitor brand if they receive poor services.

Ways to respond to detractors

Detractors in NPS will always be there for every brand and so it is important for you to know the ways by which you can convert them into promoters of your business.

Detractors in reality help you create a customer-centric environment for your customers by pointing out the mistakes in your product or services and giving you a chance to rectify them.

Rectifying your mistakes and improving the customer service experience can actually help you in gaining the trust and loyalty of your customers and converting them into promoters.

Let us tell you ways by which you can convert your detractors into promoters.

1. Welcome feedbacks from detractors

According to 73% of customers, the greatest service that companies can give them is valuing their time by

The absence of consumer complaints does not imply that everything is working smoothly in your company. This is where soliciting client input may help. It provides insight into whether consumers are pleased or dissatisfied, and if not, how satisfaction levels may be increased.

Before you connect with your detractors, you must first determine why they are upset and dissatisfied with your product/service. You may either properly study their comments and understand their needs, or you can directly ask them why they have a lower Net Promoter Score.

2. Understand and resolve their issues ASAP

“When you put yourself in the customer’s shoes and begin your dialog from there, an immediate connection develops that stems beyond basic commerce and encourages loyalty.”- Steve Maraboli

Detractors’ job is to spread negative word of mouth to others because of the bad experience they faced in the past with your brand. 

Your responsibility is to find the detractors, read their feedback and understand the reason behind the bad experience they had and rectify it in every possible way. 

Your consumers would appreciate it if you respond quickly and strive to find a solution. They recognize that a feasible solution may not always be accessible and that it may take some time. 

Personalization is the key to re-engaging people in your system. Begin by including their name in the e-mail, acknowledging their issue, and attempting to determine what went wrong with the service. Remember to respect their time and conclude the message with a ‘Thank You.’

3. A little empathy can be helpful

When a customer has an issue, it may not be a one-of-a-kind scenario for you, but it is for them. You must empathize with your critics and tackle the issue accordingly. That is the most common cause for consumers wishing to speak with a support agent.

Relying on AI-powered chatbots is great for fast and efficient customer support but it misses the emphatic touch. It is always suggested to assign the issue of a detractor to a customer support agent so that they can understand and empathize with them.

4. Close the loop

It is critical that you reply swiftly to your critics and address their issues and questions gently. This is not the only step; you must also share their opinions and data with other departments in order to improve the client experience. 

When you come across numerous arguments raised by your detractors, consider whether they are reoccurring or personal. Segregating problems into these categories can help you identify your customers’ pain spots and efficiently solve every issue.

If you can persuade your detractors that you will provide them with an exceptional customer experience in the future, they will become your most ardent supporters.

5. Knowledgeable service representatives

To better comprehend the issues of a dissatisfied customer, agents must be well-experienced and carefully trained. Furthermore, they possess the necessary skill set to transform them into pacified promotors. As a result, it is always best to choose a representative who can address a problem without requiring several encounters. 

During a 2018 customer survey conducted in the United States and throughout the world, 39 percent of respondents from the United States responded that a good customer service experience would be one with a competent person.

6. Keep it real

Never make promises that you cannot keep. It’s better to be honest and recognize your limitations than to overpromise and underdeliver. If you do this, you will permanently lose their trust – not to mention that it will reflect poorly on your business.

You are aware that it will take time to integrate the feedback provided by clients; what you can do is keep them updated and notify them of your time frames. And never tell an NPS detractor that there is nothing you can do to aid them. Whatever you do, treat them with the utmost respect and make sure they leave a favorable impression.

7. 24/7 customer support

Customers, in general, dislike waiting and demand rapid replies. Customers would have their difficulties handled with proactive customer care help and clarity if a support team was accessible 24 hours a day, seven days a week. 

83% of customers agree that they feel more loyal to brands that respond and resolve their complaints. 

When customers are happy with the level of assistance they receive, they are more likely to remain loyal and less likely to switch brands. 

Make it as simple as possible for them to contact you and provide feedback. Make sure your customer care crew is available 24 hours a day, seven days a week to assist them whenever they need it. Also, don’t force them to come to you.

Kapture turning your detractors into promoters

Kapture’s One Suite is built to help your business grow and prosper by converting your detractors into passive promoters.

Customer support plays a crucial role in the process and we empower your agents with the tools to provide the best customer service experience to your customers.

93% of customers are likely to make repeat purchases with companies that offer excellent customer service. 

A CRM system for your customer support team that integrates seamlessly with different platforms and brings all the data and information to a unified dashboard for the convenience of your agent.

Knowledge Management System that comes with an AI-powered chat assistant that is always there with your agent to solve their queries and doubts.

Our system empowers your agents to solve multiple tickets at the same time without leaving the dashboard.

Seamless customer service can surely convert a detractor into a promoter.

Try a demo now!

About the Author

Nimit Kumar
Ankit Kochar
Ankit Kochar is a content writer at Kapture CRM who loves to write creative as well as informative content. He has worked as a creative and academic content writer in the past and has a keen knowledge of writing reports, essays and dissertations. His current field is helping him research and hone his SaaS knowledge.


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