Detractors are those that gave a low score between 0-6. They are definitely not happy with the product and services and are very unlikely to purchase again from the company. They are in fact likely to damage the reputation of the company through bad reviews and word of mouth.
Passives are those who gave a score of 7 or 8 on the NPS question. They are somewhat satisfied with the business but are likely to switch if another brand or company if an opportunity arises. They don’t hold any loyalty but at the same time they are not likely to bad-mouth the brand.
Promoters are those who answered 9 or 10 on the NPS question. They love the offerings of the company, products and services. They’re extremely likely to be repeat customers and buyers, and will also promote the brand whenever they get a chance to other potential buyers.
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