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Detractors
- Category: Customer Service
Understanding Detractors as a Net Promoter Score Customer Service KPI
Overview of Detractors
In the context of the Net Promoter Score (NPS) related to customer service, 'Detractors' is a key performance indicator (KPI) defining those customers who reported lower satisfaction and are unlikely to recommend a company's product or services to others.
Detractors are those customers who provide a score of 0 to 6 in response to the question "On a scale of 0-10, how likely are you to recommend our company/product/service to a friend or colleague?" These are customers who are not satisfied and could potentially harm a company's brand through negative word-of-mouth.
Addressing the concerns of detractors can significantly improve a company's reputation, customer satisfaction, and ultimately, the Net Promoter Score.
Calculating Detractors
The calculation of 'Detractors' in an NPS survey is simply a count of the number of respondents who give a score from 0 to 6. The proportion of detractors, more meaningful for understanding NPS, then requires the total number of survey respondents.
Here's the formula represented in more detail:
Detractors Percentage = (Number of Detractors / Total Number of Survey Respondents) * 100
Understanding and reducing the number of detractors is crucial for improving a company's Net Promoter Score. By identifying and addressing the reasons behind customer dissatisfaction, companies can convert detractors into passives or even promoters, enhancing their overall business performance.