Platform: Enolytics DTC

Summary:

What it is: Contact Historical Attrition Score is a 0-100 risk score that quantifies how severely a customer's RFM status has declined, with higher scores (70+) flagging customers who've dropped from high-value segments like Top or Loyal Customers into at-risk categories.

How to use it:
• Prioritize retention outreach by filtering for scores above 70 to identify your most urgent at-risk customers who were previously valuable
• Segment retention campaigns based on score ranges — your highest scorers (85-100) likely need immediate personal attention, while mid-range scores might respond to automated win-back emails

Tip: Focus on customers with scores above 85 first — these represent your most dramatic declines from top-tier segments and often have the highest recovery potential with proper intervention.

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Quick Stats:

A numerical score from 0 to 100 that quantifies the severity of a customer's negative RFM status change, with higher scores indicating more urgent retention concerns. The score is calculated based on the specific transition between RFM categories, where movements from higher-value segments (like Top Customers or Loyal Customers) into at-risk or passive states receive the highest scores (85-100). This prioritization metric helps winery managers identify which customers require immediate retention efforts, with scores above 70 typically warranting direct outreach or intervention.

Type: int

Format: #,##0.00