Detractors

Detractors are customers or clients who are dissatisfied with a product or service and may respond negatively. In the context of customer experience measurement, such as the Net Promoter Score (NPS), detractors are individuals who rate their likelihood to recommend on a scale of 0 to 6. They often express concerns or frustrations, which can harm a company's reputation through negative word-of-mouth. Identifying detractors helps businesses understand areas needing improvement to increase customer satisfaction and loyalty. Essentially, detractors are the customers who are not just unhappy but also potentially advocacy risks.