Final answer:
Detractors are individuals who respond to the Net Promoter Score with ratings between 0 and 6, indicating dissatisfaction, while companies aim to turn them into Promoters (ratings of 9-10) to enhance customer loyalty.
Step-by-step explanation:
Detractors are people who respond to the NPS (Net Promoter Score) with a score between 0 and 6. NPS is a widely used metric in customer experience management and reflects how likely customers are to recommend a business to friends or colleagues. The scale typically runs from 0 (not at all likely) to 10 (extremely likely). In this scoring system, respondents are categorized as Detractors (0-6), Passives (7-8), or Promoters (9-10).
Understanding these categories is crucial for businesses to gauge customer satisfaction and loyalty. Detractors are seen as unsatisfied customers who are unlikely to promote the product or service and may even discourage others from choosing it. On the other hand, Promoters are satisfied and loyal customers who will advocate for the brand. Obviously, businesses aim to decrease the number of Detractors and increase the number of Promoters to boost their NPS score and improve overall customer loyalty.