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What is the difference between detractors and promoters?

by | Apr 15, 2021

Detractors are your clients who spread negative information about your company and will probably not purchase again. Detractors increase your churn rate and cost of business. On the other hand, customers that are not loyal to your company, nor are they spreading negative news are referred to as passives.

In contrast, promoters are loyal customers who act as brand advocates and likely purchase again. Calculate an NPS score by subtracting the percentage of detractors from promoters.