What is a detractor and how to convert them Into promoters?

Detractors are your unsatisfied customers that can be a real pain in the A**. Here’s how to win over their hearts and save your brand’s reputation.

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We've all been there. A customer walks in with a frown, has a bad experience, and leaves muttering under their breath.

Then, they either blast you online with a scathing review or silently decide never to return.

Such customers are called your detractors, and let's face it, they can be a real pain in the A**.

But what if I told you that these grumpy customers could actually be a valuable asset to your business?

In this article, I will explain what is a detractor, why it’s important to address their concerns, and provide practical tips on how to turn detractors into promoters.

What is a detractor?

A detractor is a customer who is unhappy with your product or service or has had a bad experience. 

They are not satisfied and usually tell others about their negative experiences with your brand. 

Detractors can harm your business's reputation by spreading bad word of mouth and discouraging others from becoming customers.

Detracting customers have specific reasons for their dissatisfaction. Common issues include:

  • Poor Product Quality: If the product or service does not meet their expectations, customers will be dissatisfied.
  • Bad Customer Service: Rude or unhelpful support frustrates customers. American Express found that 33% of people switch businesses after only one bad customer service experience. 
  • Unresolved Issues: When problems are not fixed promptly, customers lose trust and patience.
  • High Prices: If customers feel they are not getting value for their money, they might look elsewhere.
  • Complex Processes: Difficult and time-consuming processes, like complicated returns or hard-to-navigate websites, also lead to frustration.

Whatever the reason, detractors are frustrated and disappointed. They feel like their needs weren't met, and they want others to know about it.

Not all is doom and gloom…

Now that you know what is a detractor, let's talk about the opposite of detractors, promoters, i.e., the happiest customers. 

They love your product or service and are likely to recommend it to others. They also help attract new customers by sharing their positive experiences with friends, family, and colleagues.

There's also a middle ground: the passives. They're okay with your product or service but don't feel strongly enough to promote it. 

They don't spread negative feedback, but they also don't actively recommend your business to others. Passives could become detractors if their experiences worsen or promoters if they see improvements.

Importance of addressing detractors

Dissatisfied customers can have a significant negative impact if their concerns are not handled properly. 

By focusing on what are detractors and what are their worries, you can protect your business from various risks and leverage valuable growth opportunities. 

Let's explore the specific reasons why you need to know what is a detractor and why you should address their concerns:

They put a dent in your reputation

Let’s say that you run a clothing store known for its trendy styles. A customer walks in looking for a specific pair of jeans they saw on your website. 

Unfortunately, the website wasn't updated, and the store is out of stock. The customer leaves feeling misled and frustrated. They head straight to social media and blast your store for having inaccurate information.

This angry customer has just triggered the avalanche. Their negative review pops up on people's feeds, and soon, others are questioning your store's reliability. 

Some who were considering buying from your store might refrain because of that particular review. The possibilities are many.

In this age of social media, online reputation is everything for a business. People rely on reviews and social media reputation to make decisions about where to shop. 

Thanks to social media, one unhappy customer's experience can easily turn into a wave of bad publicity.

Negative reviews spread like wildfire, damage your reputation and scare away potential customers. A bad reputation is hard to fix and can lead to a loss of trust. 

And as the saying goes:
Trust takes years to build, seconds to break, and forever to repair.

They affect your bottom line

Detractors are more likely to take their business elsewhere, which means less money coming in for you. 

On top of that, it costs more to acquire new customers than to keep existing ones happy. That’s why customer satisfaction and retention is key.

So, when a detractor walks away, it's not just a one-time loss. You also miss out on all the future business they could have brought you.

Studies say that improving retention by 5% brings between 25% to 95% profit increases over time. When you fix the problems causing dissatisfaction, customers are more likely to stay with your business. 

Satisfied customers are also more likely to make repeat purchases and contribute to steady revenue over time.

They can make your business better

This might seem counter-intuitive, but addressing detractors can actually help your business improve. When customers complain or express dissatisfaction, they provide valuable feedback about what’s not working.

Feedback, even if it's harsh, helps you identify areas where your product or service needs improvement. 

Listening to detractors allows you to understand their issues and frustrations. Once you know what the problems are, you can take steps to address them.

Fixing these issues can lead to a better overall experience for all your customers.

How to single out detractors?

One effective method to identify what is a detractor is through the Net Promoter Score (NPS). You can also classify customers through specific behaviors of detractors and promoters.

Using the NPS method

The NPS method involves asking customers a simple question: "On a scale of 0 to 10, how likely are you to recommend our product/service to a friend or colleague?" 

Based on their responses, each customer is categorized into one of three groups: promoter, passive, and detractor.

  • Detractors: Score between 0 and 6
  • Passives: Score between 7 and 8
  • Promoters: Score between 9 and 10

Identifying typical behaviors and characteristics

The NPS detractor score is a great start, but certain behaviors can help you sniff out detractors. 

Detractors love to vent their frustrations online. Look for negative reviews, social media posts, and forum comments where people are complaining about your business.

A high number of customers canceling subscriptions or not coming back for repeat purchases can be a sign of hidden detractors.

Pay attention to how customers interact with your staff. Detractors might be short with words, impatient, or have crossed arms and furrowed brows. These are all clues to unhappiness.

In contrast, promoters are loyal customers who stick with your brand even if competitors offer similar products or services. They are highly engaged with your brand and participate in promotions and loyalty programs. 

Finally, passives provide moderate reviews about you without expressing strong positive or negative opinions. They engage with your brand occasionally but are not very enthusiastic and might switch to a competitor if they find a better deal or service. 

How to turn detractors into promoters?

Turning these dissatisfied customers into enthusiastic promoters takes time and effort. Here are some practical tips to help you achieve this transformation. 

How to turn detractors into promoters?

Listen to their concerns

The first step in turning detractors into promoters is to listen to their concerns. Make sure you provide multiple channels for customers to share their feedback, such as email, social media, and customer service hotlines. 

When a detractor voices a complaint, pay attention and acknowledge their issue. Show them that you value their opinion and are committed to understanding their problem.

Apologize and take responsibility

When a customer is unhappy, a sincere apology can go a long way. Take responsibility for the issue and avoid making excuses. Acknowledge the mistake and assure the customer that you are committed to resolving the problem. 

Also, actively dig into the issue. Ask clarifying questions to understand their experience and pinpoint the exact problem to show you care about fixing things, not just brushing them off.

Provide a quick resolution

Aim to resolve issues as quickly as possible. If a problem takes too long to fix, it can further frustrate the customer. 

Nothing is worse than a broken promise. If you say you're going to do something to fix the situation, make sure you follow through.

Ensure your customer service team is empowered to make decisions and provide solutions promptly. 

Quick resolutions show customers that you value their time and are dedicated to their satisfaction.

Go the extra mile

Once you've addressed the issue, consider going above and beyond. Maybe throw in a free upgrade, a handwritten note of apology, or a special discount for their next purchase. 

This unexpected kindness can truly turn a detractor into a loyal customer. 

Personalize your approach

Treat each detractor as an individual with unique concerns. Personalize your responses and solutions to address their specific issues. 

Using their name, referencing their particular problem, and tailoring your communication can make the customer feel valued and respected.

Personalized service turns a negative experience into a positive one. It increases the chances of converting detractors into promoters.

Build a customer-centric culture

Creating a customer-centric culture within your organization ensures that everyone prioritizes customer satisfaction. Train your employees to empathize with customers and handle complaints effectively. 

When your entire team is committed to delivering excellent customer service, it becomes easier to turn detractors into promoters. 

Happy employees often lead to happy customers. 

Now that you know how to deal with detractors, I’d like to share a quote from the Founder of Walmart that I really like:

There is only one boss: the customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.

Sam Walton, Founder of Walmart

Identify detractors with Formaloo!

Detractors might seem like a thorn in your side, but they can be a valuable source of information and a chance to improve your business. 

Understanding what a detractor is and actively listening to what makes them one alone can get you ahead of many. 

Formaloo is a user-friendly online form builder that allows you to easily gather feedback from your customers, including detractors. 

Easily implement the Net Promoter Score system via NPS surveys to categorize your customers as passives, promoters, and detractors. 

Regularly send out customer satisfaction (CSAT) surveys to all your customers to gauge overall sentiment and identify potential detractors. 

You can also integrate Formaloo with your CRM system to streamline the process of managing detractor feedback.

Try Formaloo today and stop potential detractors from hurting your brand. 

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What is a detractor and how to convert them Into promoters?