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Complaint Risk

Not All Complaints Are Equal: Prioritising by Risk, Not Volume

Volume is a popularity contest. Risk is a forecast.

Marc DuboisPrincipal Data Scientist, InsightNarrator7 min read
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Why the 8 billing complaints matter more than the 200 shipping complaints.

The volume trap

Ranking themes by mention count optimises for the loudest inconvenience. Escalations, regulatory complaints and churn rarely arrive in bulk — they arrive early, from a small number of high-exposure customers.

Scoring dimensions that matter

A workable C-Risk score combines four signals:

  • Escalation language and explicit threat of action
  • Regulatory or contractual exposure
  • Customer value and tenure
  • Historical churn correlation of the theme

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Key takeaways

  • Triage the top risk decile before you touch the top volume theme.
  • Risk scores need a human review step before they drive outreach.

About the author

Marc Dubois

Principal Data Scientist, InsightNarrator

Builds the multi-agent analysis pipeline and the taxonomy governance layer. Formerly NLP research in telco churn modelling.

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