- Detractor
- NPS score 0-6. Dissatisfied customers who can actively damage your reputation and have 4x higher churn risk.
Detractors in Practice
Who Are Detractors?
Detractors are customers with NPS scores of 0-6. They are not a homogeneous group. And it is important to understand: many Detractors are not angry. They are disappointed. They expected more and received less. However, that actually makes them easier to rescue than you might think, provided you act quickly.
- Score 0-3 (Very dissatisfied): Active negative word of mouth is likely. High and immediate churn risk. Requires swift, proactive action.
- Score 4-6 (Dissatisfied/Disappointed): Potentially satisfied with a resolution. Less likely to engage in active negative word of mouth, but still a churn risk.
Detractor Math
Detractors directly drag down the NPS calculation:
NPS = % Promoters - % Detractors
A Detractor hurts NPS doubly: They count toward % Detractors, and they do not count toward % Promoters. As a result, converting one Detractor to a Promoter improves the NPS score by 2 points (assuming the same number of respondents).
Close the Loop for Detractors
Recommended process:
- Identification: Automatic alert for scores 0-6
- Timeframe: Contact within 24-48 hours
- Preparation: Review the customer's history and feedback comment before calling
- Conversation: Acknowledge, listen, resolve
- Documentation: Record outcome and root cause in CRM
Business Case for Detractor Follow-Up
A company with 1,000 monthly NPS respondents and 20% Detractors has 200 potential churn candidates per month. With an average CLV of $700 and a rescue rate of 30% via close the loop, the monthly retention value is: 200 × 0.30 × $700 = $42,000.
Frequently Asked Questions
All of them. But prioritise score 0-3 first. They have the highest churn risk and are most likely to spread negative word of mouth. Score 4-6 can be contacted within a broader timeframe. If you only have resources for one thing, contact score 0-3 within 24 hours.
The most important thing is to listen actively and acknowledge the experience without making excuses. A Detractor primarily wants to feel heard. Next: offer a concrete solution or action. Always conclude by documenting the outcome and following up if there were outstanding items. The goal is not necessarily to turn them into Promoters, it is to resolve the problem and prevent churn.
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