type of customers

Promoter, Detractor and Passive customers

There are different kinds of businesses but they all have one thing in common – the need for customers. They are the backbone of the business and without them, your business will plummet to the ground. Every business, big or small, needs customers to grow and develop. Getting new customers and retaining old ones is not a walk in the park. You have to work hard to entice new clients and encourage old customers to keep coming back to avail of your products and services. In these unprecedented times, the task of maintaining customers gets even more challenging. 

Some business sectors experienced an increase in conversions during this COVID-19 crisis such as food, pharmaceutical, healthcare, and media. But the rest are struggling to overcome the challenges of this pandemic. 

As the world goes through a transition to the “new normal”, it doesn’t mean that you can be passive until the situation gets better. Being passive might result in losing your customers which is the last thing you want to happen. 

Resiliency is a crucial characteristic in staying afloat and overcoming the tumble blocks along the way. Times may be tough but don’t throw in the towel. One way of being resilient is by staying focused on your goals beginning with increasing your sales. Cultivating loyal customers can help push your sales upwards. 

How do you gauge customer loyalty and satisfaction? A good way to start is by analyzing customer feedback. You can use customer feedback to classify your clients into three types namely promoters, passive, and detractors. 

Types of Customers


The sale is the start of your relationship with a customer. By continuing to build the relationship, you can turn that customer from a one-time buyer into a promoter. 

Promoters are customers who are most likely to recommend your products/and or services to family, friends, or colleagues. Studies show that a person is inclined to try a product and/or service when it’s recommended by someone he knows. The former has more bearing than something that a person has read, seen, or heard from advertisements.

Loyal customers appreciate being acknowledged. Show your appreciation to enthusiastic customers who leave positive reviews by sending them a thank you email or thanking them directly on the social media channel that they used. 


Be wary of detractors because they can spread negative things about your company’s services and/or products. Negative word-of-mouth can harm your reputation. They can discourage people from buying your product and/or availing of your service. A minimum of two promoters can help counteract one detractor. When you identify a detractor, it’s best to find ways to improve the individual’s experience to change his/her perception.

How to turn a detractor to a promoter? Detractors can provide good qualitative data. Make it easy for customers to reach you by creating a feedback or contact form. It’s recommended to put your contact information (email, address, phone number) prominently on your website. If you need website improvements like this, CaptainPanel can improve your current website or create a tailor-made one equipped with an online scheduling program to fit your business needs. 

When a detractor relays his/her complaints, take the time to listen, investigate, and find appropriate solutions as fast and thoroughly as possible to sway them to your side. Use negative reviews or feedback as stepping stones to improve your services or come up with better products. 


The passive customers are neutral and they don’t exert effort to endorse your products and/or services. This type of customers avail of what you are offering at the moment but they can quickly switch to similar services or products if they think that one yields more incentives. Passives lie somewhere in between and can lean towards becoming either promoters or detractors depending on what action you take to convert them. 

Passives can provide your business with a unique opportunity. One way to reach out to a passive customer is by sending a short email with direct questions such as:

  • What would you like to see in our product and/or service?
  • What are your needs or requirements so that we can better serve you?

Try to determine where you came short in satisfying their needs based on your feedback. The effort in creating a personal connection can help give you an edge over your competitors. Once you’ve identified those shortcomings, find ways to refine and strengthen your service and/or product to earn the delight of Passives and hopefully turn them into Promoters. 

Building a strong brand spring from your efforts to foster a strong connection that can make customers want to promote your brand. 

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