The Ultimate Question 2.0: How Net Promoter Companies Thrive in a Customer-Driven World

by Fred Reichheld

Promoters. People who respond with a nine or a ten are signaling that their lives have been enriched by their relationship with the company. They behave like loyal customers, typically making repeat purchases and giving the company a larger share of their spending.

Passives. People who give the company a seven or an eight got what they paid for, nothing more. They are passively satisfied customers, not loyal ones, and they exhibit a markedly different set of attitudes and behaviors. They make few referrals—and when they do make one, it’s likely to be qualified and unenthusiastic.