Let's dive into each of these categories.
Posted: Sun Apr 06, 2025 7:24 am
Customer categories
As we already mentioned, the NPS will give you a breakdown of customers based on their likelihood of recommending the brand.
The answer must be numerical, from 0 to 10. These values show the number of users who would never recommend your brand (those who score from 0 to 6), those who are neutral (7-8) and those who are at the highest levels of satisfaction (9-10).
Detractors
These are users who score between 0 and 6: they would not whatsapp number list recommend the brand and are not satisfied with it. They are also usually very critical and would not do business with the company again.
The only way to change their minds is to offer them a new experience, one radically different from the one they've had. To do this, it's important to identify them, listen to them, and ask them the reasons behind their rating.
We can also divide them into 2 types:
Low detractors (0-3). It's very difficult for them to change their minds in the short term, but you can consider neutralizing them so they don't tarnish your business's reputation by becoming trolls.
High detractors (4-6). You can work to change their perspective, but you must listen to them and heed their criticism.
By identifying these two types of detractors, you have the tools to customize how you approach them to try to win them back and prevent them from moving to your competitors.
Liabilities
Passive or neutral users are those who rated the survey question 7 or 8.
It's a middle ground where they are satisfied enough not to criticize, but not satisfied enough to recommend it to their acquaintances.
This makes their loyalty fragile and they can be easily captured by competitors.
If you can identify them, try to figure out what's keeping them from scoring higher and what you can do to turn them into promoters.
Promoters
They are the customers most committed to your brand: they rated it 9 or 10.
They're undoubtedly satisfied with your business and loyal to your brand; they're highly unlikely to switch to a competitor, and they'll certainly recommend you.
It's very interesting to develop a strategy around these clients so that they function as your influencers or ambassadors.
As we already mentioned, the NPS will give you a breakdown of customers based on their likelihood of recommending the brand.
The answer must be numerical, from 0 to 10. These values show the number of users who would never recommend your brand (those who score from 0 to 6), those who are neutral (7-8) and those who are at the highest levels of satisfaction (9-10).
Detractors
These are users who score between 0 and 6: they would not whatsapp number list recommend the brand and are not satisfied with it. They are also usually very critical and would not do business with the company again.
The only way to change their minds is to offer them a new experience, one radically different from the one they've had. To do this, it's important to identify them, listen to them, and ask them the reasons behind their rating.
We can also divide them into 2 types:
Low detractors (0-3). It's very difficult for them to change their minds in the short term, but you can consider neutralizing them so they don't tarnish your business's reputation by becoming trolls.
High detractors (4-6). You can work to change their perspective, but you must listen to them and heed their criticism.
By identifying these two types of detractors, you have the tools to customize how you approach them to try to win them back and prevent them from moving to your competitors.
Liabilities
Passive or neutral users are those who rated the survey question 7 or 8.
It's a middle ground where they are satisfied enough not to criticize, but not satisfied enough to recommend it to their acquaintances.
This makes their loyalty fragile and they can be easily captured by competitors.
If you can identify them, try to figure out what's keeping them from scoring higher and what you can do to turn them into promoters.
Promoters
They are the customers most committed to your brand: they rated it 9 or 10.
They're undoubtedly satisfied with your business and loyal to your brand; they're highly unlikely to switch to a competitor, and they'll certainly recommend you.
It's very interesting to develop a strategy around these clients so that they function as your influencers or ambassadors.