- Passive
- NPS score 7-8. Satisfied but vulnerable customers who will switch to a competitor at the first better offer.
What Are Passives?
In the NPS system, Passives (or Neutrals) are the respondents who answer 7 or 8 to the question "How likely are you to recommend us?"
The three NPS groups:
- Promoters (9-10): Loyal enthusiasts who actively recommend
- Passives (7-8): Satisfied but vulnerable to competitors
- Detractors (0-6): Dissatisfied customers at risk of churning
What Characterises Passives?
Passives are the overlooked group in NPS work. However, most organisations focus all their energy on Detractors and forget that Passives are the group with the greatest conversion potential. They are already satisfied. They simply need the extra effort that turns them into advocates.
- Switch to a competitor at the first better offer, without complaining first
- Rarely recommend actively
- Have high potential to become Promoters with the right effort
The Strategy for Passives
Understand what is missing. Personalised experiences, proactive service, and transparency convert Passives. Ask them directly: "What would it take for us to score a 10 with you?" Furthermore, that question alone shows you take them seriously.
Frequently Asked Questions
No. Only Promoters and Detractors count. But do not ignore Passives. They often make up 40-50% of your respondents and represent untapped growth potential.
Understand what is missing. Passives are typically satisfied with what you deliver but are missing something extra. Personalisation, proactive service, and small gestures that show you know them as a person. Converting Passives is often easier than rescuing Detractors.
Want to measure Passive?