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Since your passive customers gave you a score that’s quite close to a promoter’s score, it really shouldn’t take much effort to turn them into promoters. Just a small improvement or two might keep a passive from becoming your promoter. For instance, a new feature might be all that they need.
Being passive (or passively “satisfied”) means that it just doesn’t matter to us. This is also the fundamental difference between traditional customer satisfaction measurements (CSAT) and methods such as Net Promoter (NPS). Satisfaction simply isn’t enough to build a strong brand and survive in a competitive business climate.
Passives are people with neutral feelings about your product. They might like it, but not quite enough to recommend it to anyone. They’ll probably keep paying their monthly bill, but there’s a risk of them churning if a better deal comes along. Moreover, they’ll rarely refer new customers.
A once neutral, passive customer could make a step forward to becoming an enthusiastic Promoter of your brand, as well as a more reliable customer. While Passives are unlikely to damage your brand through negative word of mouth, there’s a serious risk that they could leave your business for a competitor if the right opportunity arises.