What is a promotor / passive / detractor?

Promotors = loyal customers

Passives = indifferent customers

Detractors = unhappy customers

Whether someone is classified as a promotor, passive, or detractor depends on the rating system they used (5 stars, NPS®, etc) and the rating they gave.

5 stars

1-2 = Detractor 3 = Passive 4-5 = Promotor

1-10 Rating

9-10 = Promotor 7-8 = Passive 1-6 = Detractor

Smileys

Frowny Face = Detractor Straight Face  = Passive Smiley Face = Promotor

Thumbs Up/Down

Thumbs Down = Detractor Thumbs Up = Promotor

NPS® Score (0 - 10 rating)

0-6 = Detractor 7-8 = Passive 9-10 = Promotor

CES (1-7 rating)

1-3 = Detractor 4-5 = Passive 6-7 = Promotor

CSAT (satisfaction scale)

Very Unsatisfied or Unsatisfied = Detractor Neutral = Passive Satisfied or Very Satisfied = Promotor