How to Communicate with Your Promoters, Passives & Detractors from Your NPS Survey

By Kelsey Rosauer on March 12, 2015 in Client Retention

NPS Survey

Promoters, Passives & Detractors

I think by now we all know what these three groups mean when it comes to the NPS. If not, you can review here. And, I think we all know, or at least should know, by now that personalized communication is so important to our client relationships. So, let's take a moment to see how we can communicate with our Promoters, Passives and Detractors in order to maintain these relationships and improve our NPS results in the future. 

NPS Survey Scale


Promoters are your biggest fans and should be treated as such. The next step after the survey is asking your Promoters for a referral. Tell them that you are so glad they're happy with your service and that you'd love to help out their friends and family where you can. Hopefully they'll know someone who could use your services, as well. You should also ask your Promoters for testimonials that you can include on your website or other promotional pieces. See this blog post for tips on what to ask your clients for in a testimonial.

If you have a referral program in place, be sure to let them know about it and be sure that you're thanking them for their referral or testimonial appropriately. Though your referral program probably has something set up to reciprocate your clients for referring you, it never hurts to go the extra mile. Send a gift basket with, as Rocket Referrals highly suggests, a handwritten thank you note. 


Passives are trickier than Promoters or Detractors. They're those people in the middle who aren't upset with your service, but they aren't particularly excited about it either. I would follow up with Passives with another survey (not right away, wait a couple days) that asks them how you could improve but also ask what they like about you. This will help you segment this list a little more by finding out who maybe has a small problem with you and who might need extra attention in order to delight them. After all, a delighted customer is much better than a simply satisfied customer. 


Detractors need immediate attention. They're upset about something and they won't hesitate to tell others if and when the opportunity arises. Before contacting them, it's important to remember that they're still sticking with you for a reason. So, your goal with the conversation is to find out what about your service is bothering them, but also find out what you are doing right that's making them stay. Or maybe they just don't have a choice. Either way, this conversation is vitally important to make things right with this client before you lose them completely. 

WARNING: This might seem obvious, but do not follow up with Detractors asking for a referral or a testimonial. I know, I know. Obvious. But I'm concerned if you're setting up your own automated follow-up messages. Be positively sure that you're not automatically sending a follow up email with the referral/testimonial request to everyone that fills out the survey. It does happen, but it's completely avoidable so don't do it. Take the time to set up separate communications for each group if you're automating it. Better yet, only automate referral requests/testimonials messages to Promoters. 

Want to learn more about the NPS?

Check out this webinar we did with Rocket Referrals discussing how you can use the NPS survey results to improve communication with your clients.

View Webinar

Kelsey Rosauer
Kelsey Rosauer

Kelsey is the Marketing Brand Specialist at AgencyBloc. She plans and creates educational resources to help our customers organize, automate & grow their insurance agency. Favorite quote: "I am convinced that life is 10% what happens to me and 90% how I react to it." —Charles R. Swindoll  More articles


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