What is a contact risk?

A contact is considered to be ‘at risk’ and therefore likely to turn to the competition if they meet at least one of the following criteria:

• They are detractors: they have given a score of 6 or less to a recommendation question (NPS);
• they are dissatisfied: they have expressed their dissatisfaction in a satisfaction question (CSAT);
• they indicated that they had made a great effort in an effort question (CES);
• in their comments, they expressed signs such as loss of customers, non-recommendation, disappointment, anger, discouragement or hardship.