If you’ve ever sent a customer survey asking “How likely are you to recommend us?” you’ve already run an NPS (Net Promoter Score) survey — you just need to know what to do with the answers. The people who respond fall into three buckets, and two of them, promoters and detractors, sit on opposite ends of the spectrum.
This guide breaks down exactly what separates a promoter from a detractor, where passives fit in, and how a small business or referral program owner should treat each group differently instead of lumping them all into one “average” score.
Quick Answer
On the standard 0-10 NPS scale, promoters are customers who answer 9 or 10 — they’re loyal, satisfied, and likely to refer others. Detractors answer 0-6 — they’re unhappy and more likely to churn or discourage others from buying. Everyone in between (7-8) is a passive: satisfied enough to stick around, but not enthusiastic enough to actively recommend you.
How the NPS Scale Actually Breaks Down
NPS is built on one question: “On a scale of 0-10, how likely are you to recommend [company/product] to a friend or colleague?” Every response gets sorted into one of three groups based purely on the number given, not on any follow-up comment.
Promoters (9-10) are your most loyal customers. They tend to keep buying, try new products or plans you roll out, and refer friends without much prompting. Detractors (0-6) are customers who had a negative-enough experience that they’re unlikely to buy again and may actively warn others away from you — think unresolved support tickets, missed expectations, or a product that didn’t do what they needed. Passives (7-8) are the middle ground: content but not excited. They won’t badmouth you, but they also won’t go out of their way to bring you new business, and they’re the segment most likely to switch to a competitor who impresses them more.
The overall NPS score is calculated as the percentage of promoters minus the percentage of detractors (passives are excluded from the math, though they still count toward your total response count). That produces a single number between -100 and 100 — but the score itself is less useful than understanding why people landed in each bucket.
Why the Distinction Matters for Referrals
If you’re running a referral program, promoters and detractors deserve completely different follow-up actions — treating them the same wastes the survey.
Promoters are your referral engine. This is the exact moment to ask for a referral, a review, or a testimonial, while the goodwill is fresh. Many businesses automate this: a promoter’s survey response can trigger an email or SMS with a referral link or discount code, since they’re already primed to say yes.
Detractors need damage control, not a referral pitch. Sending a referral request to someone who just told you they’re unhappy will backfire. Instead, route detractor responses to a manager or support lead for a follow-up call or email that addresses the specific complaint. Closing the loop with a detractor — actually fixing what went wrong — can sometimes turn them into a neutral or even loyal customer, which matters more for your reputation than any single referral would.
Passives are your growth opportunity. They’re not vocal in either direction, so a little extra attention — a personalized check-in, a small perk, or simply asking what would make their experience a 9 or 10 — can nudge them toward promoter status over time.
Tips / Common Mistakes
Don’t just track the headline number. A score of +20 could mean “mostly passives, few detractors” or “a lot of promoters offset by a lot of angry customers.” Look at the underlying mix, not just the net figure.
Always pair the 0-10 question with an open-ended “Why did you give that score?” follow-up. The number tells you who to act on; the comment tells you what to actually do.
Don’t ask for a referral in the same message as the NPS survey. Ask the recommendation question first, then follow up separately once you know whether someone’s a promoter — asking everyone for a referral upfront ignores the whole point of segmenting responses.
Follow up with detractors quickly. A delayed or missing response to a low score is often what turns a frustrated customer into a lost one.
Re-survey periodically. NPS is a trend, not a one-time grade — resending the survey after product changes or support fixes shows whether passives and detractors are moving in the right direction.
Explore more: more referral program basics.
Net Promoter Score FAQs
What score counts as a promoter on NPS?
A response of 9 or 10 on the 0-10 recommendation question counts as a promoter.
What score counts as a detractor?
Any response from 0 to 6 is classified as a detractor.
Are passives good or bad for my business?
Neither, exactly — passives are satisfied but unenthusiastic. They won’t hurt your reputation, but they’re an opportunity: with a bit more attention they can often be moved into the promoter category.
Should I ask detractors for referrals?
No. Detractors should get a follow-up focused on resolving their complaint, not a referral request. Save referral asks for promoters.
How is the overall NPS score calculated?
Subtract the percentage of detractors from the percentage of promoters (passives are excluded from the calculation). The result is a number between -100 and 100.
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