Experienced Content Writer and Strategist, been in the IT Industry from last 5+ Years. Associated with the Zonka Feedback. Passionate about writing customer experience, customer satisfaction, customer feedback, and net promoter score.
Detractors are kind of a “taboo” topic – nobody really likes talking about upset customers. Even though negative feedback seems like a dreadful thing, customers that express their dissatisfaction are creating an opportunity for you to improve their experience. So, be polite and try to be courteous when terminating the relationship with the customer.
Before talking about the detractors, let me ask one question - When was the last time you made a purchase online without reading the customers’ feedback? You might always read it before making a purchase, right? Well, it is not only you, but almost 78% of consumers read the feedback given by other customers before making a purchase (Spiegel Research Center).
The power of customer feedback helps customers to get the best products & services and equips businesses with the augmented level of the brand image along with customer engagement. It also helps you to understand what your customers are thinking about your products or services? Are they detractors or promoters?
Thus, to identify your detractors, passives, and promoters, you need to check the loyalty of your customers.
1. How to Check the Loyalty of Your Customers?
When it comes to gauging the loyalty rate of your customers, the Net Promoter Score (NPS) is the best option for you. The Net Promoter Score is a leading customer feedback metrics incorporated by the renowned management-consulting firm, Bain & Company. It is being widely used to identify the loyalty and satisfaction level of the customers.
The loyalty of the customers toward your brand can be probed through a simple NPS question - How likely is it that you would recommend [Organization/Product/Service] to a friend or colleague? Customers range their willingness of recommendation on the scale of 0-10. Based on their score of willingness to recommend, customers are segregated into 3 broad categories:
- Detractors (0-6 Score) - Detractors are those that rate between 0 to 6 on the NPS question and are likely to be disloyal to the brand.
- Passives (7-8 Score) - Passives are those that rate 7 or 8 on the NPS question and are said to be neither loyal nor disloyal to the brand and company.
- Promoters (9-10 Score) - Promoters are loyal customers who rate 9 or 10 on the NPS question. They are said to promote the brand to others.
2. Why Identify Your Detractors?
If you are ignoring your detractors thinking that they are very less as compared to your promoters or whole customer base, then you are leaving your business to serious risk. Detractors will not only give negative reviews but also spread bad words of mouth for your brand among the public. In “The Ultimate Question” book, Reichheld reported that 80% of the Negative Word of Mouth comments came from those who responded from detractors.
We will now discuss some facts that can help you to take a closer look at how detractors can ruin your business and brand image in the market:
- Detractors Speak Louder than Promoters - Once detractors churn out, they will not only give you a negative score but also spread bad word of mouth among their friends and relatives. According to a survey of over 3,200 random consumers, 75% of consumers said they share a negative experience with their friends and colleagues, whereas 42% of them stated they’d recommend a product/service.
- Detractors Will Cut Down Sales & Profit - Detractors put an adverse effect on the revenue and profits of the business. According to the research, 41% of consumers and 51% of B2B customers will either spend less on your brand or will simply be churned from your store. Thus, in this scenario business will focus on acquiring new customers which will cost 5 to 25 times more expensive than retaining the existing one. This loss, in turn, will take a toll on your revenue and profit potential.
- Detractors are Likely to Churn Quickly - Churn refers to the percentage of customers that stopped using the product/service of the customer during a certain period. NPS Detractors will increase the customer Churn Rate as they are much more likely to churn than promoters. According to Inc.com, Around 50% of your NPS detractors are likely to churn within the next 90 days. The high churn rate negatively impacts the growth of the business and lowers revenues and profits.
But among all these negative attributes of the detractors, one positive thing is that you have scope to turn them to the promoters. According to LiveChat, 95% of NPS detractors will give businesses a second chance and 11 % would avoid churning out if their complaints are resolved in a timely manner.
3. How to Turn Your Detractors to Promoters?
The efforts of collecting customer-powered data using the net promoter score are zero, until and unless you don’t act upon it to convert your detractors into promoters. Thus, following up with your detractors and addressing their issues can help you to turn them to promoters.
Here we have compiled various proven and tested actionable strategies to convert your detractors to promoters:
a. Conducting Net Promoter Score Survey
To know whether your customers are detractors, passives or promoters, you need to check their loyalty and satisfaction level. You can easily track the customers’ loyalty and satisfaction by gauging the keenness of the customers to recommend your products/services/business to others.
Measuring the Net Promoter Score through the Net Promoter Score Survey Software is a foolproof way to check the loyalty of your customers quickly. The best NPS Software is an easy-to-implement and powerful platform that enables you to capture the NPS score.
The Net Promoter Score system is incorporated with the various exciting features like Skip Logic and Branching that enables your customers to view only those questions that are relevant to them and ensure better survey experience while giving feedback.
Another great way to capture the NPS feedback is to share the Net Promoter Score survey via email and SMSes to customers. These NPS emails and SMSes can be triggered at regular time intervals, for example, you could send out feedback surveys to your customers on a quarterly basis (relationship NPS) or these are be sent after purchase or interaction with your business (transactional NPS).
b. Ask the Reasons for the Score
Since you’ve conducted the NPS survey to identify your detractors, passives, and promoters. Now you need to focus on the root of why customers become detractors, passives, or promoters. For this, you need to ask the reason behind the score. That’s why while capturing the NPS, the Net Promoter Score System laid emphasis ideally on the two-part questionnaire - one is the NPS question itself and another is the reason for the score.
NPS follow-up (reason for score) question helps you to quickly identify the strengths and weaknesses of the products and services and improve the customers’ experiences.
Thus, reasoning questions provide customer-powered data that can be easily converted into proactive and customer-driven strategies if the reasoning of the score is effectively used.
Now the question is how to use the reasoning of the score effectively?
You can effectively use the reasoning of the score according to your respondents (detractors, passives, and promoters):
● Detractors - When you ask the reason for the score from your detractors, they’ll help you to discover the weaknesses of your products and services. This helps you to improve your products & services and enable you to address the concern of the detractors before they churn out.
● Passives - Although passives are not risky for our business or brand image, following up with them can bring positive results. When you ask the reason for the score from the passives, you’ll get to know what makes them stop from being a promoter.
● Promoters - In the case of promoters, it will help you to identify the strengths of your products and services and make them more customer-centric to drive more customers.
c. Strategize Your Actions to Follow up with Detractors
Convincing someone who already has a negative perception of your brand is a tough nut to crack. So, it is advisable that before interacting with your detractors, you must make a plan that clearly defines your goals and approaches to handle your detractors.
Make a thorough plan about how you are going to approach them, what are you going to present to convince them, and much more. Incorporate all the valid facts, ideas, and solutions in your planning sheet that can further help you to manage the process and address them efficiently.
Sometimes, it happens that when you follow up with your detractors and they take this situation as that you are trying to hard-sell them. In this scenario, It is advisable that you always open your conversation with your introduction or else begin with the apology note and assure your detractors that you are here to help them again.
If your customers have ample time, then extend your conversation to convince your detractors. Ask them to demonstrate how they use the product and highlight the areas where they are facing problems and patiently address their concerns without being defensive. Follow up with your detractors but don’t make any false promises.
d. Close the Feedback Loop
If you are attempting to close the loop with your detractors, then your goal should be strengthening the relationship with your detractors. To close the customer feedback loop, you need to understand the Close Feedback Loop anatomy. This helps you to address each and every issue (both common and personal) and efficiently.
Customer Feedback Loop Anatomy
When you collect customer feedback from your detractors there could be many possible reasoning for scoring you low. Now you need to check and analyze the issues. How? Here's Close Feedback Loop Anatomy comes into play.
While coming across various issues raised by your detractors, check whether the issues are recurring or personal. Segregating the issues in these categories can help you to understand the pain points of your customers and address their every issue (from general to personal) effectively.
● Recurring or Common Issues - Recurring issues are common in nature which generally happens with multiple people. For example, in a guest feedback survey, feedback about washroom cleanliness, faulty taps, etc. In the case of recurring issues, the concern is being solved on the business level.
● Personal Issues - Personal issues specifically happen with individuals. Their issues are based on their personal opinion about the products or services. It is not common to everyone.
Taking in concern every issue right from recurring to personal would help you to engagingly address your detractors and passives and lure them to become your promoters.
How to Close the Feedback Loop With the Detractors Using the Net Promoter Score:
When it comes to closing the customer feedback loop using the net promoter score, the action you take will depend on the different levels of customer loyalty and satisfaction (achieved through NPS Survey).
If someone is loyal and perfectly satisfied with your products, services, or business, then you can thank them and promise them to deliver even better. If a customer’s satisfaction level is lower, however, then you need to take a higher sense of action.
Closing Feedback Loop with the detractors is very hard but once you are able to convince them they can do business with you again. According to Lee Resources, 70% of detractors will do business with you again if you fix an issue they’ve complained about.
While addressing your detractors, keep one goal in mind that you have to change their minds and build their trust again. Admit your mistakes and show them that you are concerned to fix their issues.
Contact them personally through call or by personal emails. Ask them various engaging follow-up questions like What is the thing that they couldn’t find in your products and services? Ask them to outline the solution they want from you?
From your end, you can provide them with other support materials like extensive product or service guides, an extension of the free trial, and some premium features. You can also share your upcoming products and services features to change their perspectives.
Asking these questions from detractors can bring you the most benefits as they often have tangible and detailed complaints on your products and services. This helps you to improve your products and services to deliver a better customer experience.
To address your detractors and turn them to promoters you need to choose the Best Net Promoter Score Survey Software. An ideal NPS survey tool helps you to capture qualitative customer-powered data that can be easily converted into proactive and customer-driven strategies if it is effectively used.
Features of the Best Net Promoter Score Survey Software
- Customized NPS Survey Templates
- Logic-based NPS Survey
- Conduct NPS Surveys for all Channels using One Platform
- Net Promoter Score Survey Reports & Analysis
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