CX Strategy

What Detractors Really Mean When They Say “Poor Support”

Six problems wearing one label.

Elena MorettiHead of CX Strategy, InsightNarrator6 May 20266 min read

Classification analysis reveals that “detractor” isn't one thing — it's at least six different things.

Split the label

Slow first response, repeated handoffs, incorrect answers, no ownership, channel friction and tone are separate failures with separate fixes. Reporting them as one theme guarantees the wrong remediation.

Key takeaways

A theme that maps to more than one owner is not a theme yet.

About the author

Elena Moretti

Head of CX Strategy, InsightNarrator

Ten years building CX programmes for European enterprises, previously at a top-5 European retail bank. She writes about turning verbatims into decisions.

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