A computing apparatus configured to perform natural language processing, e.g., by comparing the words in a communication transcript of a user to a list of keywords, to generate an input vector representing a pattern of text in the communication transcript. A predictive model is generated from correlating input vectors to user ranking scores, e.g., for retention. The input vector determined from a communication transcript is applied to the computation model to compute a predicted retention score of the user. The retention score can be used, for example, to select a personalized recommendation for a communication connection to an adviser and/or a targeted offer.