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NPS detractors

Elias Axelsson Björklund
Elias works as a Marketing Project Manager at Questback and has worked with marketing in HR and Customer-tech since 2017 after studies from Stockholm University.
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6 min read
Customer Experience
NPS detractors

What does it mean when a customer gives a detractor rating (0-6) in your NPS? This blog post explains why it’s essential to listen to NPS detractors, reasons for a detractor response, and how to handle them effectively. 

To understand the significance of capturing an NPS detractor early, it’s essential to understand what a response between 0-6 means as a rating in an NPS survey. An NPS survey consists of a single question: “On a scale of 0 to 10, how likely are you to recommend our product/service to a friend or colleague?” Based on the answers, respondents are divided into three categories:

  • NPS Promoters: people who answer 9 or 10 on the scale. They are satisfied customers who are likely to recommend the company to others.
  • NPS Passives: people who answer 7 or 8 on the scale. They are satisfied customers but not happy enough to actively recommend the company to others.
  • NPS Detractors: people who answer between 0 to 6 on the scale. They are dissatisfied customers who may discourage others from using the company’s products or services.

NPS is calculated by subtracting the percentage of detractors from the percentage of promoters. The higher the NPS, the more satisfied customers the company has. Calculate NPS score here.

Why you should act immediately on detractor responses from your NPS survey

Now that we know what a detractor is and how NPS works, it’s vital to capture an NPS detractor early. This is because detractors can negatively affect the company’s reputation by discouraging others from using its products or services.

Suppose the detractors aren’t captured in time. It can lead to canceling their contract or choosing to do business with your competitors next time.

Therefore, companies need to have a system for identifying and managing NPS surveys. An effective way to do this is to have a process for collecting customer feedback and then acting on that feedback. If a customer gives a low NPS score, the company should contact the customer to find out what caused the low score and what the company can do to improve the experience. It’s also crucial for the company to take criticism seriously and take steps to improve the customer experience.

It’s also important to listen to NPS detractors because their feedback can provide valuable insights that can help the company improve its products and services.

What does a NPS detractor response actually mean?

There can be many reasons a respondent gives low scores in an NPS survey. It could be because the person needed a better customer experience or product/service quality, or it failed to meet their expectations. It could also be because the person experienced poor customer service or had difficulty getting help with a problem.

Follow this recipe to convert a detractor to a happy customer

  • A customer who gives a detractor score needs to be addressed immediately
  • often, an honest apology helps a lot
  • Offer a solution to the problem
  • If you failed to deliver what you promised, offer some form of compensation

All this can reduce the risk of the person canceling their contract or speaking poorly about your product.

The customer’s response can depend on various reasons, and the difference between, for example, the difference between 3 and 4 is relatively small and can vary from person to person. However, there is a much more significant difference between, for example, 0 and 6.

NPS detractor

How should I respond if a customer scores 0 in our NPS?

Your NPS detractor is at high risk of canceling their contract immediately and will discourage others from choosing your company. Personal contact and direct action are needed.

Make an apology, contact the customer, listen, apologize, compensate, and explain what you plan to do to prevent this from happening again. Thank them for the valuable feedback, and try to turn the experience into a positive one.

How should I act if a customer scores 1 in our NPS?

Your NPS detractor has had a negative customer experience and is probably very disappointed, and the expectations were not met by far. Personal contact and direct action are needed here.

Apologize, contact the customer, listen, compensate, and explain what actions you plan to take to prevent this from happening again. Thank them for their valuable feedback. Send information to the relevant customer manager and write the information in your CMS and follow up at the next customer contact.

How should I respond if a customer scores 2 in our NPS?

Your NPS detractor is quite dissatisfied and may be inclined to discourage others from using your product/service. It can be anything from a negative customer experience, a failed delivery, or a defective product/service. Personal contact and direct action are needed here.

Contact the customer, Apologize, listen, compensate, and explain what actions you plan to take to prevent this from happening again. Thank them for their valuable feedback. Send information to the relevant customer manager and write the information in your CMS and follow up at the next customer contact.

How should I act if a customer scores 3 in our NPS?

Your NPS detractor is only partially satisfied with the company. They may have had a negative experience, and this may be due to problems with customer service, the product/service, or the company not solving the customer’s problem.

Apologize, contact the customer, listen, compensate, and explain what actions you plan to take to prevent this from happening again. Thank them for their valuable feedback. Send information to the relevant customer manager and write the information in your CMS and follow up at the next customer contact.

How should I respond if a customer scores 4 in our NPS?

Your NPS detractor is only partially satisfied with the company. The company’s product/service may not solve the customer’s problem 100%. They may still be open to using the company’s products or services again, but there is a risk that they may choose another provider if they do not see any improvements from the company.

Contact the customer, listen, apologize, compensate, and explain what actions you plan to take to prevent this from happening again. Thank them for their valuable feedback. Send information to the relevant customer manager and write the information in your CMS and follow up at the next customer contact.

How should I act if a customer scores 5 in our NPS?

Your NPS detractor has probably had a slightly negative customer experience with your company. Contact the customer, listen, and explain what actions you plan to take to prevent this from happening again. They are probably still open to using the company’s products or services again, but they may choose another provider if they do not see any improvements from the company.

Thank them for their valuable feedback. Send information to the relevant customer manager and write the information in your CMS and follow up at the next customer contact.

How should I act if a act scores 6 in our NPS?

Your NPS detractor is almost satisfied and borders on getting “passive” status. Many who answer 6 think you’re doing a pretty good job, but there’s room for improvement. These customers often appreciate sharing their opinions/insights.

Email the customer, and ask what you can do to get a higher score. In the response, explain what actions you plan to take and thank them for their valuable feedback. Send information to the relevant customer manager and write the information in your CMS and follow up at the next customer contact.

Summary: NPS detractors

We emphasize the importance of identifying and addressing criticisms from NPS detractors as quickly as possible because they can negatively impact the company’s reputation, churn and discourage customers from using its products or services. It is also crucial for the company to take criticism seriously and take steps to improve the customer experience.

We have provided examples of what different responses mean. Still, the actual reason may vary, and the important thing is to identify the customer’s reason for dissatisfaction and show understanding and take the dissatisfaction seriously.

FAQ

NPS Detractors is people who answer between 0 to 6 on a scale of 0-10 when they get the question: "On a scale of 0 to 10, how likely are you to recommend our product/service to a friend or colleague?"

They are dissatisfied customers who may discourage others from using the company’s products or services.

Follow this recipe:
* A customer who gives a detractor score needs to be addressed immediately
* Often, an honest apology helps a lot
* Offer a solution to the problem
* If you failed to deliver what you promised, offer some form of compensation

All this can reduce the risk of the person canceling their contract or speaking poorly about your product.

No, it is really bad.

Your customer is at high risk of canceling their contract immediately and will discourage others from choosing your company. Personal contact and direct action are needed.

Make an apology, contact the customer, listen, apologize, compensate, and explain what you plan to do to prevent this from happening again. Thank them for the valuable feedback, and try to turn the experience into a positive one.

No, it is bad.

Your NPS detractor has had a negative customer experience and is probably very disappointed, and the expectations were not met by far. Personal contact and direct action are needed here.

Apologize, contact the customer, listen, compensate, and explain what actions you plan to take to prevent this from happening again. Thank them for their valuable feedback. Send information to the relevant customer manager and write the information in your CMS and follow up at the next customer contact.

No, it is bad.

Your NPS detractor is quite dissatisfied and may be inclined to discourage others from using your product/service. It can be anything from a negative customer experience, a failed delivery, or a defective product/service. Personal contact and direct action are needed here.

Contact the customer, Apologize, listen, compensate, and explain what actions you plan to take to prevent this from happening again. Thank them for their valuable feedback. Send information to the relevant customer manager and write the information in your CMS and follow up at the next customer contact.

Not, it is bad.

Your NPS detractor is only partially satisfied with the company. They may have had a negative experience, and this may be due to problems with customer service, the product/service, or the company not solving the customer’s problem.

Apologize, contact the customer, listen, compensate, and explain what actions you plan to take to prevent this from happening again. Thank them for their valuable feedback. Send information to the relevant customer manager and write the information in your CMS and follow up at the next customer contact.

No, it is bad.

Your NPS detractor is only partially satisfied with the company. The company’s product/service may not solve the customer’s problem 100%. They may still be open to using the company’s products or services again, but there is a risk that they may choose another provider if they do not see any improvements from the company.

Contact the customer, listen, apologize, compensate, and explain what actions you plan to take to prevent this from happening again. Thank them for their valuable feedback. Send information to the relevant customer manager and write the information in your CMS and follow up at the next customer contact.

No, it is quite bad.

Your NPS detractor has probably had a slightly negative customer experience with your company. Contact the customer, listen, and explain what actions you plan to take to prevent this from happening again. They are probably still open to using the company’s products or services again, but they may choose another provider if they do not see any improvements from the company.

Thank them for their valuable feedback. Send information to the relevant customer manager and write the information in your CMS and follow up at the next customer contact.

It is not good, but not all bad.

Your NPS detractor is almost satisfied and borders on getting “passive” status. Many who answer 6 think you’re doing a pretty good job, but there’s room for improvement. These customers often appreciate sharing their opinions/insights.

Email the customer, and ask what you can do to get a higher score. In the response, explain what actions you plan to take and thank them for their valuable feedback. Send information to the relevant customer manager and write the information in your CMS and follow up at the next customer contact.

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