How to Identify Detractors using an NPS Tool

Detractors have a negative impact on your reputation by leaving negative reviews on the web. They tend to spread negative word-of-mouth making sure their bad experience is heard by as many people as they know.

Detractor writing bad review

At some point everyone of us have been a Detractor. Have you ever been loyal to a brand and then suddenly stopped purchasing from them because your experiences had become disappointing?

Detractor is defined as a person unhappy with a company, a product or service. He finds fault with everything your business does. In other words, he is a critic.

In NPS framework, Detractor is a respondent who answers from 0 to 6 on the NPS scale.These are unsatisfied customers who definitely will not recommend your company.

NPS scale

Today negative word-of-mouth can have extremely negative effects on your business, therefore ignoring such customers is a big mistake. Using social media, people can easily capture, gather and share information.

Actually, Detractors are two times as likely to spread their negative experience with others than Promoters (loyal customers) are to share their positive experience. That is why it is crucial to identify Detractors as soon as possible and be proactive in solving their issues. When you deal with a Detractor, you should do everything in your power to improve their bad experience.

Consider the next data:

  • 78 percent of consumers have bailed on a transaction or not made a purchase because of a poor service experience.
  • It takes nearly 12 good experiences to make up for one unresolved poor experience.
  • 91 percent of customers are likely to stop dealing with a business that made them feel unhappy.

Net Promoter Score is one the best tools used to identify unhappy customers. Asking a single question “On the scale of 0 – 10, how likely are you to recommend [company] to a friend or colleague?”, you get an insight into your overall customer’s satisfaction. Depending on answers, NPS segments respondents into Promoters, Passives and Detractors.

NPS helps to assess the growth rate of a company and provides an opportunity to receive feedback from Detractors by sending a follow-up question and find out the reasons behind low scores. NPS is a great way to connect with customers and build a relationship with them to keep their loyalty.

Customer feedback helps you discover problems that you didn’t even know they’d been existed. It’s focused basically on the customer experience, instead of a specific interaction with your business.

NPS proves to be a great metric for identifying dissatisfied customers and reaching them before they switch to competitors.You should turn Detractors into Promoters before they leave.

Here are tew easy strategies to deal with Detractors:

  1. Make it simple for customers to get in touch with you to make them easier get help or advice from you. Use multiple channels for this purpose.
  2. Respond them as quickly as possible. Use a personal approach and treat them in a friendly manner.
  3. Make them nice offerings. Show them that you are really care by giving them a discount voucher or free shipping.
  4. Make them feel special by doing something they will remember.
  5. Send them a personal “apology” note, a gift card or something related to their interest.
  6. Find a better solution for their issue. Let them know their feedback is being considered, and you work on solving the issue.

In order to deal effectively with Detractors it is important to choose a right NPS tool. Retently NPS makes it easy to measure customer loyalty towards your company. With easy-to-use survey customization, insightful analytics and conversation option, Retently proves to be a powerful tool helping to turn your Detractors into Promoters.


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