Birdeye's customer experience (CX) templates allow you to ask customers to rate their experience with your business. Based on their responses, customers are grouped into three broad categories - Promoters, Passives, and Detractors. Measuring customer sentiment sheds light on how the market as a whole is reacting to your products and services. Identifying Promoters, Detractors and Passives can also help you to tweak your growth strategies to target the right customers for your business. To learn more about Birdeye's CX Templates and their setup, read this help center article: How do I setup a Customer Experience (CX) template?

Who are Promoters, Passives, and Detractors?

• Promoters - Customers in this category expressed positive sentiment about your business. They are the loyal and are perceived as the brand ambassadors of your business. They contribute to business growth by continuing to buy your products/services and telling others to do the same.
• Passives - Customers in this category expressed neutral sentiment. They are satisfied enough, but they are not enthusiastic about your brand, making them vulnerable to competitive offerings.
• Detractors - Customers in this category expressed negative sentiment. These are unhappy customers, likely to damage your brand reputation and hinder business growth by spreading negative word-of-mouth.

How to identify Promoters, Passives, and Detractors

With CX Templates, Birdeye allows businesses to identify Promoters, Detractors, and Passives through three different rating systems - NPS, 5-star rating and Sentiment score.

NPS - NPS, or the Net Promoter Score, is used to predict business growth by asking customers how likely they are to recommend you to friends and family on a scale of 0 to 10. On the NPS scale, customers who rate your service between 0 to 6 are the Detractors, the Passives rate you 7 or 8, and the Promoters rate you 9 or 10. 

5-star Rating - This rating system asks customers to evaluate their experience on a scale of 1 to 5 stars. Customers who rate you between 1-3 stars are Detractors, and those who rate you 4 and 5 stars are Passives and Promoters respectively.

Average Rating - The average rating received from customers via NPS and 5-star ratings, may get converted into decimals. Hence, the logic to identify Promoters, Passives, and Detractors becomes '0.1-3.0', '3.1-4.0', and '4.1-5.0' stars respectively.

Birdeye's NPS calculation logic is aligned with the industry norms. The average rating of reviews aggregated through NPS, 5-star rating and Sentiment scores are presented in terms of 5-star rating system within Birdeye.

Sentiment Score Table