What is NOT considered a stage of the customer journey?

The customer journey is a concept that outlines the various stages a customer goes through in their relationship with a brand, typically including awareness, consideration, purchase, retention, and advocacy. Each stage reflects how actively engaged a customer is with a brand or product.

The term "passive" does not specifically denote a distinct or recognized stage in the customer journey. Instead, it may imply a state of not actively engaging with a brand or product, which doesn't clearly define an experience or interaction that a customer might have.

In contrast, "loyal," "active," and "inactive" can all be seen as stages or states of engagement within the customer journey framework. Loyalty indicates a strong commitment to a brand, active describes those who are currently engaging with the brand, while inactive signifies customers who have not engaged for a period of time. Thus, defining a customer as "passive" lacks the clarity and practical application found in the other terms used to assess customer engagement levels.