The 3 NPS Segments- Promoters, Passives and Detractors

Promoters, Passives, and Detractors: Key Players in Your NPS Strategy

Understanding the Net Promoter Score (NPS) is crucial for any business aiming to gauge and improve customer satisfaction and loyalty. NPS is a powerful tool that segments customers into three categories based on their likelihood to recommend a business to others: Promoters, Passives, and Detractors.

This classification helps businesses identify areas for improvement and leverage customer feedback to foster growth and loyalty.

What does NPS stand for?

NPS stands for Net Promoter Score, a metric used to assess customer loyalty and satisfaction with a single question: “On a scale from 0 to 10, how likely are you to recommend our business to a friend?” Based on their responses, customers are categorized into Promoters (9-10), Passives (7-8), and Detractors (0-6).

The score is calculated by subtracting the percentage of Detractors from the percentage of Promoters, offering a clear measure of customer sentiment and loyalty​.

Understanding NPS Categories

NPS SegmentsIdentification and CharacteristicsEngagement/Conversion/Mitigation Strategies
NPS Promoters– Brand advocates who score 9 or 10 on the NPS survey
– Enthusiastic about the brand
– Likely to recommend the product or service to others
– Less price-sensitive
– More forgiving of minor issues
– Contribute to positive word-of-mouth
– Recognize and reward loyalty
– Offer exclusive deals
– Provide early access to new products
– Engage in co-creation initiatives
– Maintain regular communication to reinforce positive perception and loyalty
NPS Passives– Offer scores of 7 or 8 on the NPS survey
– Satisfied but lack strong loyalty
– Could switch to a competitor easily
– Have had good experiences but not emotionally connected enough to advocate for the brand
– Elevate their experience to turn them into Promoters
– Understand their needs and expectations through targeted follow-up questions
– Offer personalized experiences
– Improve product or service features based on feedback
– Engage them with more meaningful brand interactions
NPS Detractors– Dissatisfied customers scoring between 0 and 6 on the NPS survey
– Pose a risk of negative word-of-mouth
– Can damage brand reputation
– Often vocal about dissatisfaction
– Stemming from unmet expectations or negative experiences
– Address concerns promptly and empathetically
– Understand grievances and offer resolutions or compensations
– Implement changes to prevent future dissatisfaction
– Exceed expectations to rebuild trust and transform into neutral or positive advocates
NPS Segments’ Table

Collecting and Analyzing NPS Feedback

Collecting and Analyzing NPS Feedback

Now that we know the segments of NPS, it’s crucial to emphasize the significance of collecting and analyzing feedback effectively. While NPS surveys efficiently classify respondents into distinct categories based on their scores, it’s the open-ended follow-up questions that unveil invaluable insights into individual concerns and expectations.

The qualitative feedback obtained from these open-ended questions is indispensable for crafting tailored strategies aimed at enhancing the overall customer experience and elevating NPS scores.

By meticulously analyzing this qualitative feedback, businesses can derive actionable insights, enabling them to implement targeted improvements. This approach not only fosters heightened customer satisfaction but also fuels organizational growth.

Through a thorough understanding and proactive response to feedback from each NPS category, businesses can drive focused enhancements, cultivate stronger customer relationships, and optimize business performance. Each category presents a unique opportunity to glean insights and fortify the foundation for sustained success.

Feedback to Action – Enhancing Customer Experience

Once you’ve collected and analyzed the qualitative feedback from your NPS surveys, the next crucial step is translating these insights into actionable strategies. Here’s how you can effectively bridge the gap between feedback and action:

  1. Identify Common Themes: Look for recurring themes or issues within the feedback. By identifying commonalities, you can prioritize areas for improvement that will have the greatest impact on customer satisfaction.
  2. Prioritize Feedback: Not all feedback will carry the same weight. Focus on feedback that aligns with your business objectives and has the potential to drive significant improvements in NPS scores.
  3. Create Actionable Goals: Translate feedback into specific, measurable goals. Define clear objectives and key performance indicators (KPIs) to track progress and ensure accountability.
  4. Collaborate Across Departments: Improvement initiatives often require collaboration across various departments. Involve relevant teams such as customer service, product development, and marketing to ensure a holistic approach to addressing feedback.
  5. Implement Changes Incrementally: Rather than attempting to address all feedback at once, prioritize changes and implement them incrementally. This allows for better control over the process and minimizes disruptions to operations.
  6. Communicate Changes to Customers: Keep customers informed about the changes you’re implementing based on their feedback. Transparency builds trust and demonstrates your commitment to continuously improving the customer experience.
  7. Monitor and Adjust: Continuously monitor the impact of your actions on NPS scores and customer satisfaction metrics. Be prepared to adjust strategies based on evolving feedback and changing market dynamics.

By following these strategies, you can effectively translate feedback into meaningful action, driving tangible improvements in NPS scores and overall, enhancing customer satisfaction.


In summary, NPS segments – Promoters, Passives, and Detractors – provide valuable insights for businesses to enhance customer experience and loyalty.

Leveraging qualitative feedback, organizations can tailor strategies, prioritize improvements, and foster transparent communication to bridge the gap between feedback and action. This customer-centric approach not only drives satisfaction but also sustains growth in today’s dynamic market.

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