What is NPS Passives

What are NPS Passives?

NPS Passives are customers who rate your product or service a 7 or 8 on the NPS scale. They are content with your offerings but aren’t emotionally invested enough to actively promote your business.

Characteristics of NPS Passives

• Generally satisfied but not delighted.
• Less likely to recommend your brand to others.
• Vulnerable to competitors’ offers due to lack of loyalty.

Why Passives Matter in Customer Retention

Passives may not hurt your brand directly, but their indifference can cost you opportunities for referrals. Ignoring them could result in missed chances to create long-term advocates.

Common Misunderstandings About Passives

Many businesses ignore Passives, focusing only on Promoters and Detractors. This oversight misses significant opportunities for growth. Passives aren't indifferent—they're evaluating. Their feedback often reveals specific areas for improvement that could elevate satisfaction levels.

What Scale to Use for NPS?

The Standard 0-10 Scale

The NPS system relies on a 0-10 scale, where customers select how likely they are to recommend your business.

Why This Scale is Effective

The 0-10 scale provides granular feedback while remaining simple for customers. It aligns with familiar rating systems and offers sufficient range to capture subtle differences in customer sentiment. The odd number of points avoids forced neutral responses.

Alternative Scales and Their Limitations

Some businesses experiment with smaller scales (e.g., 1-5), but these lack the precision of the 0-10 scale. They can also confuse customers accustomed to the standard format.

Best Practices for Using NPS Effectively

Crafting Effective NPS Surveys

• Keep the main question simple.
• Use a follow-up question to collect qualitative feedback.

Segmenting NPS Responses

Analyze NPS by customer segments, product lines, and touchpoints. Different segments may show varying patterns, revealing specific strengths and weaknesses. Geographic, demographic, and behavioral segmentation provides actionable insights for targeted improvements.

How to Follow Up with Passives

• Send personalized messages to understand their needs.
• Offer incentives to deepen engagement, like discounts or exclusive content.

Using NPS to Improve Business Strategies

Transform NPS insights into concrete action plans. Identify common themes in Passive feedback and prioritize improvements with highest impact potential. Regular monitoring helps track progress and measure the effectiveness of retention initiatives.
NPS Passives represent untapped potential in your customer base. By understanding their characteristics, using appropriate measurement scales, and implementing targeted follow-up strategies, businesses can convert neutral customers into loyal advocates while strengthening overall customer relationships.