It is a fact that your average client value is made of clients who are very happy about you, and clients who aren’t. The economic outcome of these two groups differs very much. You will find a summary that shows what the differences are between Promoters and Detractors/Criticasters and what the consequences are for your company below.

No idea what Promoters and Detractors/Criticasters are? Then read my blog How do I calculate my Net Promotor Score?

Differences between promoters and detractors:


Promoters are fans of your company and have a perception of high quality. This makes them less aware of prices. They are less critical about details, unlike Detractors, who are much more focused on prices. Do you want to gain insights into the differences between these two groups? Try comparing the purchases of these groups (for example, those that took place during the last 6 months).

Cost efficiency / Service costs

Detractors have a larger impact on your Service department; they complain a lot more. Detractors often appear to be defaulters too. Promoters give you more efficiency marketing/sales-wise because they contribute to recruiting new customers through positive word-of-mouth. Do you want to see the difference between Promoters and Detractors? Then check out the number of Service requests or complaints of the two groups.

Budgets per year

Promoters have a higher yearly spending pattern. When someone is very enthused about you, there is a higher chance they will repeat purchasing something. Also cross- and upsell possibilities are more effective with Promoters. For Detractors there are fewer repeat purchases. This makes the spending pattern of Detractors less interesting.

Word-of-mouth advertising

Promoters are billboards for your company; they will spread positive word-of-mouth about your brand. They recommend you to others. If you want to know how many new clients found out about your company through Promoters, you can only ask them. It’s good to find out from your newest clients whether they became clients through your reputation or if they were recommended by another client. These clients often appear to become Promoters as well and therefore will bring in new clients too. It can create a continuous effect of new clients. Detractors will make the opposite happen. They talk negatively about you and research shows that every negative story of a Detractor will need 5 to 10 positive stories from a Promotor to balance back.

Gain insights into your clients through customer satisfaction research.

Customer satisfaction research makes it possible to gain insights into how your clients are built up. As shown above, Detractors clearly have a negative impact on your financial achievements. Therefor, make sure you quickly identify these clients and take action on their negative feelings. Possible actions on these clients can be:

Improvements that will increase your customer satisfaction

Find out through research what the reason is for a complaint and/or low NPS score, and solve this issue. After solving the issue, make sure you give the client feedback on this and explain that his/her complaint is resolved. Every complaint gives you the opportunity to create a Promoter. When you handle a complaint fast and better than expected, this can change a Detractor into a Promoter.

Know when to say goodbye

This might sound hard, but sometimes there just isn’t ‘a good match’. Your products or services sometimes just don’t fit a customer. You both end up disappointed. If this is the situation, it’s better to let each other go.

Launch a new product or service that matches

The moment you realize that you have a lot of Detractors can also provide you with a good opportunity to launch a new product or service that fits their expectations. Apparently, there was a mismatch. Find out the group’s expectations and see if you can meet them in another way.
Below you will find a schematic illustration that shows the impact of Promoters and Detractors on your average client value.

Do you want to know how many Promoters and Detractors you have in your customer portfolio? Try out our free trial to test out Starred for two weeks. You have the possibility to send surveys within these 14 days, to gain insights into your own customer base.

Start your own free trial demo here