What Are Promoters and Detractors?<\/strong><\/h2>\n\n\n\nIn the customer experience<\/a> (CX) world, businesses use a metric called Net Promoter Score<\/a> (NPS) to measure how likely, on a scale of 0-10, a customer is to recommend a product or service to a friend. Customers are categorised based on the score they give.<\/p>\n\n\n\n\n- Promoters (9 or 10):<\/strong> Customers who are loyal and passionate about the experiences they\u2019ve had<\/li>\n\n\n\n
- Passives (7 or 8):<\/strong> Customers who are satisfied but not necessarily as enthusiastic as promoters<\/li>\n\n\n\n
- Detractors (0-6):<\/strong> Customers who had negative experiences and are unlikely to buy from your brand again<\/li>\n<\/ul>\n\n\n\n
Why Do Detractors Matter?<\/strong><\/h2>\n\n\n\n\n- Detractors Negatively Affect Your Return on Investment (ROI)<\/strong><\/li>\n<\/ul>\n\n\n\n
Losing customers is a big deal. It\u2019s 5 to 25 times more expensive<\/a> to gain a new customer than to retain a loyal one. That\u2019s why customer retention and churn is so important. You don\u2019t want customers coming to your store once, leaving satisfied, and never coming back again. To maximise ROI, you need customers coming back and back again. So every detractor your NPS survey detects is likely another customer who won\u2019t return to your business.<\/p>\n\n\n\n\n- Detractors Ruin Your Brand Image<\/strong><\/li>\n<\/ul>\n\n\n\n
Customers who have negative experiences are more likely to write a review<\/a> of your business versus customers who have positive ones. A bad review is not the end of it either. How many times have you told a friend about a bad experience you had? That the server was rude or the product wasn\u2019t working correctly? We rarely share if our experience was good or okay, but once it turns sour we\u2019re ready to make our dissatisfaction heard. As customers, we don\u2019t obsessively track if an experience goes well because that\u2019s how we expect our experiences to be, seamless. But let it be known if an airline messes up your flight or your Wi-Fi is always spotty.<\/p>\n\n\n\n\n- Detractors Make Your Competition Look Better<\/strong><\/li>\n<\/ul>\n\n\n\n
Once customers have a bad experience with one brand, they\u2019ll seek out alternatives for the product or services they need. Fries at Burger King were cold? Well, maybe it\u2019s time to switch to McDonald\u2019s or Wendy\u2019s. In fact, 51% of B2B customers<\/a> won\u2019t return to your brand for up to two years if they experience poor customer service. What\u2019s key here is that the competition doesn\u2019t magically change or improve anything in the time it takes a customer to switch brands. A negative experience is all the persuasion a customer needs to look for other options. By looking worse, everyone else shines brighter.<\/p>\n\n\n\n \n <\/div>\n <\/div>\n\n \n \n \n\n \n ![](\"https:\/\/inmoment.com\/wp-content\/uploads\/2021\/06\/modern-guide-nps.jpg\")
\n <\/div>\n\n \n\n \n GUIDE <\/h5>\n \n \n The Modern Guide to Winning Customers with Net Promoter Score <\/h4>\n \n \n 8 ways to modernise your NPS program and create a culture of customer happiness.<\/p>\n<\/p>\n <\/div>\n \n \n \n Download the Guide <\/span>\n <\/a>\n \n <\/div>\n\n <\/div>\n\n <\/div>\n<\/div>\n\n<\/section>\n\n\n\nHow To Turn Detractors Into Promoters<\/strong><\/h2>\n\n\n\n\n- Make Giving Feedback Accessible and Convenient<\/strong><\/li>\n<\/ol>\n\n\n\n
The first step is knowing what exactly detractors are having a problem with, which means collecting valuable feedback. It\u2019s helpful to have an omnichannel approach to customer feedback. Provide several avenues for customers to give feedback throughout the customer journey, which could look like pop-up microsurvey<\/a> when they visit your website or an email survey after they\u2019ve made a visit to your business. Since you can\u2019t force customers to give you feedback, the main goal is to make it as easy for them as possible.<\/p>\n\n\n\n\n- Adopt a Case Management Program<\/strong><\/li>\n<\/ol>\n\n\n\n
To streamline customer issues, it\u2019s extremely helpful to have a case management program<\/a>. This ensures that all cases are being followed up on, your customer support team knows who is taking care of which customers, and cases are resolved on a short timeline. Turning a negative experience into a positive one can change a customer\u2019s mind and save your company from losing ROI.<\/p>\n\n\n\n\n- Close the Customer Feedback Loop<\/strong><\/li>\n<\/ol>\n\n\n\n
It\u2019s not enough to solve a customer\u2019s problem. You need to do two things: evaluate whether the issue is a system-wide fault and update the customer on what your business is doing to prevent further similar situations. If multiple customers are having the same problem, it\u2019s likely that you need to double-check how you’re operating as an organisation. And it\u2019s always beneficial to send your customer base follow-up emails or texts on a regular basis about how things are improving. How else will they know if real change is happening?<\/p>\n\n\n\n\t\n\n\t\t\t\t\t\t\tFurther Reading<\/h2>\n\t\t\n\t\t\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tresource<\/span>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/p>\n\t\t\n\t\t\n\t\t\t\t\t\t\t6 Steps for Setting Up a Top-Notch Case Management Program<\/a><\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t\n\t\t\t\t\t\t\t\n\t\t\t\t\t![\"\"](\"https:\/\/inmoment.com\/wp-content\/uploads\/2021\/08\/casemanagementbestpractices-300x300.jpg\")
\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t\t\n\t\t\t\t\tContinue Reading<\/span>\n\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\n\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tresource<\/span>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/p>\n\t\t\n\t\t\n\t\t\t\t\t\t\tNPS: Using It Correctly<\/a><\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t\n\t\t\t\t\t\t\t\n\t\t\t\t\t![\"NPS\"](\"https:\/\/inmoment.com\/wp-content\/uploads\/2021\/10\/TL-01657-web-image-300x146.png\")
\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t\t\n\t\t\t\t\tContinue Reading<\/span>\n\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\n\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tresource<\/span>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/p>\n\t\t\n\t\t\n\t\t\t\t\t\t\tAnticipating Financial Services Needs to Recover Detractors, Boost Loyalty, and Drive Growth<\/a><\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t\n\t\t\t\t\t\t\t\n\t\t\t\t\t![\"\"](\"https:\/\/inmoment.com\/wp-content\/uploads\/2021\/03\/predictive-analytics-thumb-300x300.jpg\")
\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t\t\n\t\t\t\t\tContinue Reading<\/span>\n\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\n\t<\/div>\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t
- \n
- Promoters (9 or 10):<\/strong> Customers who are loyal and passionate about the experiences they\u2019ve had<\/li>\n\n\n\n
- Passives (7 or 8):<\/strong> Customers who are satisfied but not necessarily as enthusiastic as promoters<\/li>\n\n\n\n
- Detractors (0-6):<\/strong> Customers who had negative experiences and are unlikely to buy from your brand again<\/li>\n<\/ul>\n\n\n\n
Why Do Detractors Matter?<\/strong><\/h2>\n\n\n\n
- \n
- Detractors Negatively Affect Your Return on Investment (ROI)<\/strong><\/li>\n<\/ul>\n\n\n\n
Losing customers is a big deal. It\u2019s 5 to 25 times more expensive<\/a> to gain a new customer than to retain a loyal one. That\u2019s why customer retention and churn is so important. You don\u2019t want customers coming to your store once, leaving satisfied, and never coming back again. To maximise ROI, you need customers coming back and back again. So every detractor your NPS survey detects is likely another customer who won\u2019t return to your business.<\/p>\n\n\n\n
- \n
- Detractors Ruin Your Brand Image<\/strong><\/li>\n<\/ul>\n\n\n\n
Customers who have negative experiences are more likely to write a review<\/a> of your business versus customers who have positive ones. A bad review is not the end of it either. How many times have you told a friend about a bad experience you had? That the server was rude or the product wasn\u2019t working correctly? We rarely share if our experience was good or okay, but once it turns sour we\u2019re ready to make our dissatisfaction heard. As customers, we don\u2019t obsessively track if an experience goes well because that\u2019s how we expect our experiences to be, seamless. But let it be known if an airline messes up your flight or your Wi-Fi is always spotty.<\/p>\n\n\n\n
- \n
- Detractors Make Your Competition Look Better<\/strong><\/li>\n<\/ul>\n\n\n\n
Once customers have a bad experience with one brand, they\u2019ll seek out alternatives for the product or services they need. Fries at Burger King were cold? Well, maybe it\u2019s time to switch to McDonald\u2019s or Wendy\u2019s. In fact, 51% of B2B customers<\/a> won\u2019t return to your brand for up to two years if they experience poor customer service. What\u2019s key here is that the competition doesn\u2019t magically change or improve anything in the time it takes a customer to switch brands. A negative experience is all the persuasion a customer needs to look for other options. By looking worse, everyone else shines brighter.<\/p>\n\n\n
\n\n<\/div>\n <\/div>\n\n\n \n\n\n\n\n <\/div>\n\n \n\n\n GUIDE <\/h5>\n \n
\n The Modern Guide to Winning Customers with Net Promoter Score <\/h4>\n \n
\n8 ways to modernise your NPS program and create a culture of customer happiness.<\/p>\n<\/p>\n <\/div>\n \n \n \n Download the Guide <\/span>\n <\/a>\n \n <\/div>\n\n <\/div>\n\n <\/div>\n<\/div>\n\n<\/section>\n\n\n\n
How To Turn Detractors Into Promoters<\/strong><\/h2>\n\n\n\n
- \n
- Make Giving Feedback Accessible and Convenient<\/strong><\/li>\n<\/ol>\n\n\n\n
The first step is knowing what exactly detractors are having a problem with, which means collecting valuable feedback. It\u2019s helpful to have an omnichannel approach to customer feedback. Provide several avenues for customers to give feedback throughout the customer journey, which could look like pop-up microsurvey<\/a> when they visit your website or an email survey after they\u2019ve made a visit to your business. Since you can\u2019t force customers to give you feedback, the main goal is to make it as easy for them as possible.<\/p>\n\n\n\n
- \n
- Adopt a Case Management Program<\/strong><\/li>\n<\/ol>\n\n\n\n
To streamline customer issues, it\u2019s extremely helpful to have a case management program<\/a>. This ensures that all cases are being followed up on, your customer support team knows who is taking care of which customers, and cases are resolved on a short timeline. Turning a negative experience into a positive one can change a customer\u2019s mind and save your company from losing ROI.<\/p>\n\n\n\n
- \n
- Close the Customer Feedback Loop<\/strong><\/li>\n<\/ol>\n\n\n\n
It\u2019s not enough to solve a customer\u2019s problem. You need to do two things: evaluate whether the issue is a system-wide fault and update the customer on what your business is doing to prevent further similar situations. If multiple customers are having the same problem, it\u2019s likely that you need to double-check how you’re operating as an organisation. And it\u2019s always beneficial to send your customer base follow-up emails or texts on a regular basis about how things are improving. How else will they know if real change is happening?<\/p>\n\n\n
\n\t \n\n\t\t\t\t\t\t\tFurther Reading<\/h2>\n\t\t\n\t\t
\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tresource<\/span>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/p>\n\t\t\n\t\t
\n\t\t\t\t\t\t\t6 Steps for Setting Up a Top-Notch Case Management Program<\/a><\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t
\n\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t\t\n\t\t\t\t\tContinue Reading<\/span>\n\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\n\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tresource<\/span>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/p>\n\t\t\n\t\t
\n\t\t\t\t\t\t\tNPS: Using It Correctly<\/a><\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t
\n\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t\t\n\t\t\t\t\tContinue Reading<\/span>\n\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\n\t<\/div>\n\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tresource<\/span>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/p>\n\t\t\n\t\t
\n\t\t\t\t\t\t\tAnticipating Financial Services Needs to Recover Detractors, Boost Loyalty, and Drive Growth<\/a><\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t<\/div>\n\n\t\t
\n\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t\t\n\t\t\t\t\tContinue Reading<\/span>\n\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\n\t<\/div>\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t
- Close the Customer Feedback Loop<\/strong><\/li>\n<\/ol>\n\n\n\n
- Adopt a Case Management Program<\/strong><\/li>\n<\/ol>\n\n\n\n
- Make Giving Feedback Accessible and Convenient<\/strong><\/li>\n<\/ol>\n\n\n\n
- Detractors Make Your Competition Look Better<\/strong><\/li>\n<\/ul>\n\n\n\n
- Detractors Ruin Your Brand Image<\/strong><\/li>\n<\/ul>\n\n\n\n
- Passives (7 or 8):<\/strong> Customers who are satisfied but not necessarily as enthusiastic as promoters<\/li>\n\n\n\n