Customer Monitor Documentation Portal

How to discover and prioritise passive customers

How to prioritise the customers who are on the fenceReaching out to the people who are “on the fence” about your business could have a far greater impact than you think. Many businesses prefer to focus on the extremes of their MARCs and MVPs; the lowest and highest scorers in their surveys.

However, the oft-forgotten passives are also important. A small push in the right direction with the right additional offering could change a passive into a promoter—perhaps even turn them into a lifelong customer.

The level of resource required is lower, and the potential return-on-investment is higher—but prioritisation is integral to ensuring you get the most positive impact for your business.

Here’s how you can get started:





Begin by navigating to the Passives section on your sidebar, as illustrated below:

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If you don’t see this tab, you may not have this section switched on. If this is the case, get in touch with your account manager to make the required adjustments.

You will be presented with a table similar to the below:


Screen Shot 2019-01-23 at 1.42.38 PM

This table includes a plethora of information you can use to discover which of your passives count as “easy wins”—you can find out more about this in this tutorial.

Begin by filtering by contact status to only include those who have not yet been contacted. This is integral, as you don’t want to contact a passive more than once before they have an opportunity to respond—especially if they reacted negatively to the first attempt.


From here, you have a few different ways to prioritise your passives for contact:

  • Those with the highest potential lifetime value (LTV).
  • Those with the highest scores (8’s).
  • Those who have easily resolved issues.
  • Those of a particularly important segment to your business.
  • Those most likely to provide valuable positive testimonials.


Each prioritisation has its benefits. For example, switching a high-value passive to a promoter will likely boost your bottom line with an increased LTV from that passive, while targeting those with easily resolved issues means you don’t have to expend as much resource to get the same improved NPS results.

This decision is best made in tandem with business goals and available resource. Any adjustment of passives over to promoters will be a net gain for your NPS, but specifically, how you approach and prioritise those passives to begin with will adjust your appeasement strategy.



Next steps


Once prioritised, the next step is to reach out to these passive customers and offer them something to turn their neutrality into positivity.


This could include:

  • Offering vouchers for their next purchase.
  • Inclusion in a targeted marketing campaign that sends them tailored offers.
  • A simple email thanking them for their feedback and what you are doing to change your business as a result.


Here’s an example weekly schedule for approaching your passives:


Portion out 10 per cent of your passives to your middle and top level management, with the goal of reaching out to them to hear their story. This will yield further insights into the minds of your passives---especially for management that may not deal with customers on a regular basis.


Hold a round-table meeting with the team responsible for managing MARCs and investigate common themes among your lowest- and middle-scoring respondents.


Use these insights to develop small but targeted projects to address the themes identified among the MARC and passive commentary.

Raise the top three identified themes with the front-end team, as there will likely be some quick wins in terms of small adjustments to their approaches.


Invite the passives to an online group or community to form part of the consumer panel for the business. This could be as simple as a Facebook or other social media group.


Send the passives incentives to purchase again after their concerns have been fixed—someone who suffered through poor delivery times is unlikely to be pleased if they have to deal with it again, even if they’ve been given a voucher for free delivery!

As projects complete and concerns are addressed, continue to inform and incentivise passives into further purchases—this is their opportunity to experience your newly revamped customer experience and convert from a passive into a promoter.

Repeat these steps regularly.



For more tips, tricks and strategies about making more out of your passives, get in touch with your account manager or investigate the rest of the CM documentation.