Lapsed templates

At-Risk Save

Customer behavior indicates probable lapse but the customer is not yet fully lapsed.

KPI: At-risk recovery rate; retained revenue/value.

Winback

A customer has crossed the approved lapsed threshold.

KPI: Reactivation rate; reactivated revenue; second post-reactivation purchase rate.

Reactivation Retention

A lapsed customer has returned.

KPI: Second post-reactivation purchase rate; full-price behavior after reactivation.

Winback

Customer becomes lapsed.

KPI: Reactivation rate; reactivated revenue; incremental lift.

Reactivation Retention

Lapsed customer returns.

KPI: Second post-reactivation purchase; full-price behavior.

Lapsed → Reactivated → Stable

Maps how a lapsed customer gets reconnected, reactivated, and stabilized into normal repeat behavior.