01
Starter Trigger
Customer becomes lapsed.
02
Primary Objective
Reactivate.
03
Starter Flow
- Reconnect/relevance.
- Value/proof.
- Targeted offer if justified.
- Final useful invitation, then lower-frequency treatment.
04
Control / Exit Notes
Exit immediately on reactivation; unresolved complaints route to service recovery.
05
Primary KPI
Reactivation rate; reactivated revenue; incremental lift.
06
Make It Yours
lapse definition, offer ceiling, exclusions, relevance, reactivation event and post-return journey.