01
Use When
Customer behavior indicates probable lapse but the customer is not yet fully lapsed.
02
Default Audience / State
At-risk customer based on the approved return/engagement rule.
03
Desired Customer Behavior
Return before lapse or resolve the barrier preventing return.
04
Default Barrier Hypothesis To Validate
Changed need, forgotten intent, value issue, friction, poor experience or competitive alternative.
05
80% Message Architecture
- At-risk entry: RECOGNIZE/REMIND — relevant history and easy next step.
- Next interval: VALUE/PROOF — reinforce why returning is worthwhile.
- Final pre-lapse interval: RECOVER/INVITE — offer help, targeted value or justified incentive.
06
Offer Starting Position
Escalate up the Offer Ladder only after diagnosing likely barrier. VIP at-risk may trigger human intervention instead.
07
Default Suppressions / Exits
Complaint/service issue becomes recovery, not promotional save. Exit on return.
08
Primary KPI
At-risk recovery rate; retained revenue/value.
09
Make It Yours
At-risk threshold, VIP override, barrier evidence, offer ladder permission, human escalation and lapse rule.