Passives (NPS)
What are Passives?
In Net Promoter Score (NPS), passives are customers scoring 7–8 on the recommend question. They are moderately satisfied but lack loyalty, making them vulnerable to churn.
In the Customer AI Masterclass (Unit 1.3: CX Metrics, Part 1), passives are shown as a critical group to convert. They are not actively damaging but don’t fuel growth. Customer AI identifies opportunities to turn passives into promoters.
