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Net Promoters and Net Demoters: Understanding Customer Sentiment and Advocacy

In the realm of customer feedback and loyalty, Net Promoters and Net Demoters are key concepts that provide valuable insights into how customers perceive a brand or company. These terms are derived from the Net Promoter Score (NPS) system, which measures customer loyalty and advocacy. As a business or individual, becoming a Net Promoter means transforming into a loyal advocate who actively promotes and recommends a brand, product, or service to others. Embracing the role of a Net Promoter can be a powerful driver of business growth and success. In this blog post, we will delve into what Net Promoters and Net Demoters are, how they impact businesses, and how to leverage this knowledge to enhance customer satisfaction.

a person is referring their friends to a product they like.

What are Net Promoters?

Net Promoters are customers who respond to the Net Promoter Score (NPS) question with a rating of 9 or 10. When asked, "On a scale of 0 to 10, how likely are you to recommend our company/product/service to a friend or colleague?" Net Promoters are those who provide a high rating and are enthusiastic advocates of the brand. They actively promote the company to others, leading to positive word-of-mouth marketing and increased customer referrals.

What are Net Demoters?

Net Demoters are customers who respond to the NPS question with a rating of 0 to 6. These individuals are dissatisfied with their experience and may even be vocal about their negative opinions. Net Demoters pose a risk to the company's reputation, as they can share their negative experiences with others and potentially deter potential customers from choosing the brand.

Characteristics of Net Demoters:

  • Score 0 to 6 on the NPS question

  • Express dissatisfaction with the brand

  • More likely to share negative feedback

  • Can impact customer retention and acquisition negatively


How to Be A Net Promoter

Provide Exceptional Customer Experiences:

The foundation of becoming a Net Promoter lies in delivering exceptional customer experiences. Go above and beyond to meet and exceed customer expectations. Listen to their needs, address their concerns, and demonstrate genuine care and appreciation. Positive experiences are the building blocks of customer loyalty and advocacy.

Be Vocal about Your Positive Experiences:

Express your satisfaction and positive experiences with the brand openly and honestly. Share your feedback through customer surveys, reviews, and testimonials. Vocalizing your appreciation not only reinforces your loyalty but also provides valuable insights to the company, helping them improve their offerings.

Refer Friends and Family:

Actively refer friends, family, and colleagues to the brand or product you genuinely believe in. Word-of-mouth recommendations from satisfied customers hold significant weight and can be the driving force behind new customer acquisitions.

Engage in Social Media Advocacy:

Leverage social media to advocate for the brand. Engage with the brand's social media channels, share positive experiences, and participate in conversations related to the products or services. Social media advocacy amplifies your impact as a Net Promoter and reaches a broader audience.

Provide Constructive Feedback:

As a loyal customer, your feedback is invaluable. Offer constructive criticism and suggestions for improvement when necessary. Companies appreciate honest feedback from Net Promoters, as it helps them fine-tune their offerings to better align with customer needs.

Participate in Loyalty Programs:

Engage with loyalty programs offered by the brand. Loyalty programs often reward Net Promoters with exclusive offers, discounts, or early access to new products. By participating, you not only enjoy additional benefits but also reaffirm your loyalty to the brand.

Advocate for the Brand's Values:

Share and support the brand's values and mission. Companies that stand for causes and make a positive impact are often championed by loyal customers who identify with their values. Advocating for a brand's values reinforces your commitment to the brand beyond its products or services.

Provide Testimonials and Case Studies:

Offer to provide testimonials or participate in case studies highlighting your positive experiences with the brand. Your real-life success stories can inspire and influence potential customers, solidifying your role as a true Net Promoter.

Stay Informed and Stay Engaged:

Keep yourself updated on the latest developments, products, and initiatives from the brand. Engage with the company's newsletters, blogs, and community forums. Being informed and engaged demonstrates your continued interest and loyalty.


Using Net Promoter and Net Demoter Scores to Calculate Your Net Promoter Score (NPS)

To calculate the Net Promoter Score, subtract the percentage of Net Demoters from the percentage of Net Promoters. The result is a score that ranges from -100 to +100. The higher the NPS, the stronger the company's customer loyalty. NPS = % Net Promoters - % Net Demoters

The Significance of Net Promoters and Net Demoters:

Net Promoters and Net Demoters play a crucial role in shaping a company's success. Positive NPS scores with a higher percentage of Net Promoters indicate strong customer loyalty and advocacy, leading to business growth through referrals and positive brand sentiment. On the other hand, a higher percentage of Net Demoters signifies areas for improvement in customer experience and product/service offerings. Addressing the concerns of Net Demoters and converting them into Promoters can significantly enhance overall customer satisfaction and retention.


Being a Net Promoter goes beyond being a satisfied customer; it means actively advocating for a brand and contributing to its success. By following these best practices, you can become a loyal advocate, making a significant impact on the growth and reputation of the brands you love. Embrace your role as a Net Promoter, and watch as your authentic support becomes a catalyst for positive change and success in the businesses you admire.

Understanding the concept of Net Promoters and Net Demoters is vital for any business seeking to improve customer loyalty and advocacy. Identifying and leveraging your Net Promoters can help drive positive word-of-mouth marketing and customer referrals, leading to business growth. Simultaneously, addressing the concerns of Net Demoters can help rectify issues and create a better customer experience. By using Surveyor with the backing power of Salesforce to monitor and analyze your NPS data, companies can take actionable steps to strengthen customer relationships and build a thriving customer-centric organization.


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