Customers will rate your product or service on a scale of 1 to 10 to express their satisfaction level and how likely they’d be to recommend it to a friend (1 is very poor and 10 is very high). Depending on the score they give, you can break down your users into three distinct groups of promoters, passives, or detractors.
Promoters: a score of 9-10 is the best you can hope for. These customers fall into the category of promoters and are the most likely to become brand ambassadors who will spread the word of your product.
Passives: a score of 7-8 isn’t bad, but it does signal that some improvements can and should be made to your product. Passive customers left unchecked could eventually lose interest, or even become future detractors, so it’s important to make sure their feedback is heard and put into action.
Detractors: anything below a 7 is considered to be in the detractor category—these customers had a negative experience with your product. This means they’ll be unlikely to use your product again, and may even bad-mouth you to cause others to stop using your product too. While an NPS survey is important for all categories, it’s incredibly useful for determining what went wrong in a detractors’ experience so the issue can be fixed and you can avoid long-term damage to your brand.