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Within the NPS system, customers who provide scores of nine and 10 are considered promoters. These promoters are customers who continue to buy from you, refer customers to you actively, and advocate for your brand. Customers who provide scores between zero and six are considered detractors. These customers are not happy, whether it’s due to service, product performance, interaction with your business, or something else. Their negative reaction will damage your brand and impede your growth through negative word of mouth. Passive customers of those are rated a seven or eight out of 10. These customers are currently satisfied but not so happy that competitor offerings or price discounts won’t woo them. They probably won’t be active and offering positive reviews of your business, so they won’t do much to contribute to your overall reputation. These are tepid and unenthusiastic customers that may or may not do repeat business with you.