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.