Promoter, Passive, and Detractor
These three terms describe how customers are categorised based on their Net Promoter Score (NPS) response, given on a scale of 0 to 10.
Promoters (score 9–10) are loyal enthusiasts who are likely to keep buying and refer others, fuelling growth.
Passives (score 7–8) are satisfied but unenthusiastic customers who are vulnerable to competitive offers.
Detractors (score 0–6) are unhappy customers who can damage a brand through negative word-of-mouth and are at high risk of churning.
Each group needs a different response. Promoters should be nurtured into advocates — through referral programmes or loyalty initiatives. Passives need a nudge — understanding what’s holding them back from being a 9 or 10. Detractors need urgent attention — a closed-loop follow-up to understand and resolve their issue before they churn or, worse, become vocal critics.
How LitmusWorld Helps
LitmusWorld automatically segments responses into these three categories in real time, and triggers different workflows for each — an instant escalation for Detractors, a referral prompt for Promoters. Learn more about the LitmusWorld Act module.
Related terms: NPS · Closed-Loop Feedback · CSAT · eNPS