Detractors (NPS)
What are Detractors?
In Net Promoter Score (NPS), detractors are customers who respond with a score of 0–6 when asked how likely they are to recommend a company. They are at risk of churn, create high service costs, and may damage reputation with negative word-of-mouth.
In the Customer AI Masterclass (Unit 1.3: CX Metrics, Part 1), detractors are explained as having negative lifetime economic value. The key to growth is moving detractors into neutral or promoter segments, which Customer AI enables through predictive analytics and interventions.
