What are Promoters, Passives, and Detractors and how are they determined?

We can’t talk about feedback and loyalty without mentioning Promoters, Passives, and Detractors.

Promoters are those customers who are enthusiastic and loyal, likely to rate your products or services highly, and who can become your brand advocates.

Passives are satisfied but uncommitted customers. They could easily switch to your competitors if they find a better offer.

Detractors are unsatisfied customers, who might impede your growth through negative word-of-mouth.

With theMarketer, you can see in which of these categories your customers fall via the ‘Engagement’ > ‘Feedback’ section.

Here, you can also select how to display the feedback score or the Net Promoter Score (NPS). You can choose from the following three options:

• a. NPS ranging from -100 to 100;
• b. Feedback score on a 0-5 scale;
• c. Feedback score on a 0-10 scale (this being the default option).

The allocation of Promoters, Passives, and Detractors differs based on the chosen scale:

a. For the 0-10 scale:

• Promoters = users that rate 9 or 10,
• Passives = users that rate 7 or 8,
• Detractors = users that rate 6 or less.

b. For the 0-5 scale:

• Promoters = users that rate 5,
• Passives = users that rate 4,
• Detractors = users that rate 3 or less.

c. For the NPS scale:

• Promoters = users that rate 60 or higher,
• Passives = users that rate between 20 and 60,
• Detractors = users that rate 20 or less.

Understanding these classifications helps you tailor customer engagement strategies, enhance satisfaction, and ultimately, boost business growth. Keep your Promoters close and your Detractors closer.