In the context of customer experience management, passives refer to a segment of customers who are indifferent or neutral towards a brand. They typically give a score of 7 or 8 on a 0-10 scale when asked about their likelihood to recommend the brand to others. Passives can be crucial in understanding overall customer sentiment, as they are not actively promoting or detracting from the brand but can easily switch allegiance if a better option arises.
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