Passive
A customer who gives a 7 or 8 on NPS, indicating satisfaction but low enthusiasm.
Category
Customer Experience
Full Definition
In the Net Promoter Score framework, Passives (also called Neutrals) are customers who respond with a 7 or 8 to the likelihood-to-recommend question. They're satisfied but not enthusiastic β and they're vulnerable to competitive offers.
Characteristics of Passives: - Generally satisfied with your product/service - Not actively promoting or detracting - Open to competitive alternatives - Less emotionally connected to your brand - May switch if a better offer appears
The Hidden Risk of Passives: While Passives don't negatively impact your NPS calculation, they represent untapped potential (could become Promoters) and vulnerability (could become Detractors or leave).
Common Use Cases
Real-World Examples
Scenario
A customer gives NPS of 7 with comment: "Good product, does what it says, but nothing special." Competitor launches with similar product at 20% lower price.
Outcome
Customer switches to competitor without hesitation. They were never truly loyal, just satisfied enough to stay.
Scenario
A hotel has 45% Passives. They survey them separately with: "What would it take for you to give us a 9 or 10?" Top answers: faster check-in, room upgrades.
Outcome
They implement mobile check-in and offer Passives complimentary upgrades when available. 20% of Passives become Promoters.
Scenario
A retailer finds Passives spend 15% less per visit than Promoters. Small nudge could increase their spending.
Outcome
They send Passives personalized offers based on past purchases. Passive spending increases 22%, many become repeat buyers.
Related Terms
Net Promoter Score (NPS)
A metric measuring customer loyalty based on likelihood to recommend your business to others.
Promoter
A customer who gives a 9 or 10 on NPS, indicating high loyalty and likelihood to recommend.
Detractor
A customer who gives a 0-6 on NPS, indicating dissatisfaction and potential negative word-of-mouth.
Customer Loyalty
The likelihood that customers will continue to do business with you and recommend you to others.