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The process of contacting dissatisfied customers aims to build customer loyalty by proactively reaching out to those who have expressed dissatisfaction, particularly through a negative Net Promoter Score (NPS). The criteria triggering this follow-up can vary depending on the specific characteristics of each company and its business context. For a concrete example of this practice, one can refer to the interface of CRM software specializing in managing contact tracing for dissatisfied customers.

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