How to Turn Passive into Promoters in 4 Steps

How to turn passive into promoters? Don't let your passives hold you back - find out how to make the switch from passive to promoter today!

Customers can rate their experience with a brand, product, or service on a 1-10 scale. Those responses are categorized as promoters, passives, or detractors on the Net Promoter Score (NPS). This methodology allows businesses to measure how likely customers are to recommend their products or services. The objective here is to minimize detractors and turn passives into promoters. But how to turn passive into promoters?

Let’s dive deeper.

The Net Promoter Score organizes customers according to the survey results.

  • Promoters: Those who scored 9 or 10 are called promoters. These are satisfied, engaged customers who are likely to recommend a product or company to their friends.
  • Passives: Those who scored 7 or 8 are called passives. These are satisfied customers who may not be fully engaged. They are unlikely to promote a company to their friends and might even be in danger of switching to a competitor for a better price or customer experience.
  • Detractors: Those who scored 0 to 6 are called detractors. These are unhappy customers who will share their negative experiences with others.

How to turn passive into promoters? After analyzing the NPS results, companies can make changes to their customer service, removing any obstacles from their customer’s journey, and promoting loyalty.

How to Turn Passive Into Promoters

There are many ways to turn passive customers into promoters. Start by asking them for additional feedback on how you can improve their customer experience.

Analyze your NPS reports for patterns and then take the steps necessary to improve your customer service.

How to Convert Detractors Into Promoters

After receiving a poor score on a customer satisfaction survey, reach out to the dissatisfied customer as soon as possible. Try to understand why they are unhappy and offer them a solution.

Take their feedback and use it to strengthen your relationships with customers.

How to Convert Passives into Promoters

Want to boost your NPS? One of the best ways of doing this is to turn passive customers into promoters.

how to turn passive into promoters (Source)

It’s much easier to turn passive customers into promoters than it is to turn detractors into advocates.

This is because some passive customers are actually happy with your product or service. Improving your offerings or customer service can tip the scales and turn them into promoters, making them more likely to recommend you to others.

4 Steps to Convert Passives into Promoters


1. Ask Passives for Feedback.

Try asking your passive customers how you can improve your business. For instance, a hotel might get common complaints about its subpar gym, while a tech company may discover that its products are easy to use but hard to set up.

2. Analyze Passives’ Responses.

This will help you spot trends in customer behavior. You may find that passives tend to make certain types of recommendations.

For example, your hotel may have a high percentage of Passives among business travelers than those on vacation. This helps you pinpoint issues or customers that require your immediate attention.

3. Take action.

Actions do speak louder than words, so fix what is keeping you from earning Passives’ recommendations. Refurbish your fitness center or improve food service in your restaurant. If more Passives are business travelers, focus on improving your business offerings.

4. Track results.

Go back to Passives after you’ve made changes. Ask the same question again to see if they are now likely to recommend you to their friends.

Keep in mind the Net Promoter is a tough scale. Only customers who are highly likely or extremely likely to recommend you are considered Promoters.

Customers who choose 7 or 8 can be “somewhat likely” to recommend but are considered Passives on the NPS scale.

Show your Passives a little love and you could turn them into Promoters.


If you’re looking for ways how to turn passive into promoters, then this guide is for you! By following the simple steps outlined above, you’ll be well on your way to turning your passive customers into advocates of your brand. So what are you waiting for? Get started today!


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