I guess it depends on the reason for the CTA. For certain activities, if we've made several attempts at engaging the customer and don't have a reply then we will close the CTA with a status of Closed - No Response which is not categorized the same as a Completed status. That way we can look at the rate of successfully completed CTA per account. If we are seeing a trend or a number of risk type CTA being Closed as No Response we can use that as factors to influence Health Score.
On the flip-side, we have a CTA for survey submission follow-ups (when a survey is submitted with lower scores but no comments). Once we've sent a follow-up email, we close the CTA regardless if there is a response or not. Our rationale is we've already asked the customer to submit a survey and now we are asking them to provide more detail in a follow-up - so two asks total. Asking a third time for information seems a bit pushy and the survey response has already been factored in to their Health Score.
