"the nps question should always be followed by additional questions. That’s where you can gather further context and actionable insights."
— christina nava, director of salesforce strategy, gaggleopens in a new window
passives — customers who answer your nps survey with a 7 or 8 rating — are neither loyal fans, nor upset with your company, so it’s easy to ignore them. But if you do, they may jump ship.
Think about it. Passives are lukewarm – and thus well-positioned to afghanistan phone number list help you improve. They may have a specific issue that keeps them from recommending you. If you learn about and fix it, you could improve your offering and turn passives into promoters. But if a competitor learned about your passives’ grudges with your company, it could address the issues and steal your passives away.
Passives are really important but as they’re less passionate, they may be less likely to bother filling out a survey. If you aren’t getting meaningful feedback from passives through nps surveys, you may want to commission a market study for deeper insight.