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 assume passives are “safe,” but they are actually a crucial segment that requires nurturing. Without engagement, they might become detractors.

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 wide range allows for better differentiation in customer sentiment. It separates lukewarm responses from enthusiastic ones, giving a clearer picture of loyalty levels.

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 feedback by demographics, purchase history, or other relevant factors to uncover trends.

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

Feedback from all NPS categories can guide product development, marketing strategies, and customer service improvements.