NPS passives

What does it mean when a customer gives a passive response (7-8) in your NPS? 

This blog post explains why most customers give a 7-8 and how to handle passive (NPS) customers best. For those of you who are well-versed, skip to the next paragraph. NPS (Net Promoter Score) is a method used to measure customer satisfaction and loyalty. It is a simple question asked to customers: “On a scale from 0 to 10, how likely are you to recommend our product/service to a friend or colleague?” The answers are divided into three categories: promoters, passives, and detractors. NPS Promoters are those who answer 9 or 10, passives; 7 or 8, and detractors 0-6.

 If you want to know more, read our complete guide about Net Promoter Score.

What differentiates a 7 and 8 in an NPS response?

The difference between a 7 and 8 in an NPS response can be challenging to determine as a customer experience is subjective. In some industries/countries, customers expect more, and in others, less. However, passive customers are generally considered less engaged and more likely to consider other options. In contrast, promoters (9 or 10) are more likely to recommend the product or service to others and stay longer if you have a subscription service. It is important to note that the NPS result is not just about collecting points; it is more important to understand what customers think and how they experience the product or service.

The majority of customers are passive. Many factors contribute to the fact that most businesses’ customers are passive; that is, they respond with a 7 or 8 in NPS surveys. Common reasons why a customer is passive include:

• The customer’s expectations have already been met: If customers feel that their expectations have been met when using your product or service, they may be satisfied but need to be more impressed to give the highest score in the NPS survey. They may also have had a positive experience but need one satisfying enough to recommend the product or service to others.
• No significant problems have arisen: If customers have not had any major issues with your product or service, they may also respond with a passive score. They are satisfied but need more to give higher scores in the survey.
• The customer is apathetic: There may be customers who are not engaged in your product or service. They use it out of habit or lack of alternatives but lack an emotional connection to your service/product.
• The customer needs more time: Sometimes, customers may respond passively in an NPS survey because they have not used the product or service long enough to assess it correctly. They may also respond with a passive score if they have had limited interaction with the company.
• They don’t get a value that exceeds the cost. They may be satisfied with the product but dissatisfied with, for example, the latest price increase or the lack of a specific feature.

Regardless of why a customer responds passively in the NPS survey, it is essential to notice their feedback. Passive customers are an important part of your customer base, and listening to their opinions and feedback is vital to improve your product or service and to create a better customer experience.

How can I convert a 7-8 to a 9-10? 

The only way to find out what they think about you is to follow up and ask for more feedback. You can, for example, ask if there is anything specific they would like to see improved. This gives you insights into what is essential to the customer and what you need to work on to increase customer loyalty. Providing personalized feedback to each NPS answer is a valuable tool for understanding your passives. Still, it’s important to remember that one data point among many should be considered when evaluating customer satisfaction. In addition to NPS, companies can use various metrics, such as customer satisfaction (CSAT) scores, to get a complete picture of their customer’s feelings.

In conclusion, a passive NPS score of 7 or 8 can be challenging to interpret, but paying attention to these customers’ feedback is essential. By asking follow-up questions and gathering more information, companies can better understand why a customer gave a passive score and what they can do to improve the customer experience. By actively listening to all customers, including those who give passive scores, companies can improve their overall customer satisfaction and build stronger, more loyal customer relationships.