Detractor

A detractor is a customer who is dissatisfied with a product or service, often expressing their dissatisfaction through negative feedback or low ratings. In the context of Net Promoter Score (NPS), detractors are typically those who score 0 to 6 on a 0-10 scale, indicating they are unlikely to recommend the business to others and may even discourage potential customers through their negative opinions. Identifying detractors helps a company understand areas needing improvement and address issues to enhance overall customer satisfaction.