Turning NPS passives into promoters

Because passives aren't included in the NPS calculation, most organizations ignore this group of people. Turning a 7 or an 8 into a 9 or 10 is very difficult. You will quickly realize that even completely satisfied customers might only give you an 8 out of 10 on the NPS question.

Passives are often the largest group, and since they already know your brand or use your product, spending some extra time on this group of customers will increase growth.

See Net Promoter Score (NPS) for additional information about the NPS score.

Passives are often classified as people that are neutral. They don't really recommend your product or service to anyone, but they are also not particularly dissatisfied. They tend to buy out of habit, and they are likely to leave your company from the moment they get a better offer. This group of people can be easily persuaded by competitors.

Turning passives into promoters

Customer experience is becoming more important than price, and this is also the case for your passives. Passives are looking to be impressed. With an NPS survey, you can find out what your promoters are most enthusiastic about.

Another method to impress your passives is by overdelivering. Offering a small, unexpected gift is considered one of the most impactful methods to show your customers you value them.

For a passive, price still plays an important role. Because passives are not overly enthusiastic about your product, service, or brand, they probably do not see a lot of differences between you and your competitors. This makes them an easy target for discounts.

Listening to promoters

To turn your passives into promoters, it will be useful to find out what your promoters are saying. To get useful feedback from this group, word your open question carefully. Sask specifically in your Net Promoter Score survey if they had to choose one reason why they are so satisfied, what would it be. With a key driver analysis, you will be able to identify which aspects of your service or product influence how likely a customer will be to recommend you to others.

Once you know what experiences are leading promoters to be so satisfied, put effort into replicating these experiences with more customers which will lead to more promoters and more growth.

Another positive aspect of this approach is that employees often experience NPS programs as something negative, since most of the information that drips down to them are issues that detractors are having. By also focusing on the positive points brought up by promoters, you can set up a positive feedback loop among employees and improve their view of your NPS program.


Additionally, passives can provide you with excellent feedback on what you can improve as well. This can range from a feature they would like to see or how your customer support handled a specific email. Identify the common keywords that are used by your passives in your NPS survey using text analysis and auto-tagging and create a solution.