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A detractor is someone who criticizes, or even disparages, a product or service provided by a company or organization. These criticisms can be expressed publicly through customer reviews, social media comments, or internal satisfaction surveys. The term “detractor” is generally used to refer to this type of dissatisfied customer. It is essential to consider and manage detractors, as their dissatisfaction can lead them to stop buying (churn), which can harm new customer acquisition and damage the company’s reputation in the event of negative public feedback. Measures can be taken to address detractors, such as corrective actions, inclusion in loyalty programs, or personalized follow-ups. For example, a common question used to identify detractors in the context of the Net Promoter Score (NPS) is: “On a scale of 0 to 10, how likely are you to recommend our company to a friend or colleague?” Business leaders place particular importance on managing dissatisfied customers to maintain a healthy customer relationship and preserve the brand’s reputation.

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