When it comes to Net Promoters, one might logically assume it is easier to turn a passive (those who, according to Netpromoter.com, "are satisfied but unenthusiastic customers who are vulnerable to competitive offerings") than a detractor (unhappy customers) into a promoter.
However, passives lack any emotional connection with your business and products. Detractors, on the other hand, already feel strongly about you.
It is possible to turn a strongly negative impression into a strongly positive one with less effort than would be required to turn indifference into enthusiasm.
