Retention & risk
Detractor
A dissatisfied customer, likely to leave and to harm reputation.
Definition
A detractor is a customer whose dissatisfaction is expressed (a low NPS score, complaints, escalations) or revealed by their behavior. Beyond the individual churn risk, it weighs on reputation and word of mouth.
Why it matters
Identifying a detractor early allows a recovery attempt before the break. It is a shared signal: the CSM acts on satisfaction, the AM protects the commercial relationship.
How Phano helps you
Phano spots scattered dissatisfaction signals across support, usage and relationship before they turn into a departure.
[Phano] €85,000 ARR, critical · Health 34/100 ●
June 1, 2026
→ Escalate to the sponsor
- • Silent for 28 days on email
- • Renewal in 22 days, quote not opened
- • No meeting scheduled in 6 weeks
+ custom fields: phano_phase, phano_confidence, phano_health_score…
History on this account
[Phano] €85,000 ARR, high · Health 47/100 ●
May 25 · → Schedule a sponsor touchpoint
[Phano] €85,000 ARR, medium · Health 58/100 ●
May 18 · → Monitor decision-maker engagement
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Frequently asked questions
What is Detractor?
A detractor is a customer whose dissatisfaction is expressed (a low NPS score, complaints, escalations) or revealed by their behavior. Beyond the individual churn risk, it weighs on reputation and word of mouth.
Why does Detractor matter?
Identifying a detractor early allows a recovery attempt before the break. It is a shared signal: the CSM acts on satisfaction, the AM protects the commercial relationship.
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