Retention templates

Retention / Reorder

An active or repeat customer reaches the normal expected-return window.

KPI: Repeat rate; purchase frequency; median repurchase interval.

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.

Upsell / Upgrade

Behavior or needs indicate a higher-value tier will materially improve the customer outcome.

KPI: Upsell acceptance; incremental revenue/value; retention of upgraded customers.

VIP Recognition & Exclusive Access

Customer meets approved VIP/high-value criteria.

KPI: VIP retention; VIP revenue contribution; participation in VIP benefits.

12-Month Commercial & Customer Moment Calendar

Annual intake layer. It is not a send calendar; it identifies legitimate reasons communication may be needed.

Retention / Reorder

Expected normal return window.

KPI: Repeat rate; frequency; repurchase interval.

Upsell / Upgrade

Approved behavior/value threshold suggests higher-value fit.

KPI: Upgrade acceptance; incremental revenue/value; upgraded retention.

VIP Qualification / Welcome

Customer meets VIP criteria.

KPI: VIP engagement and retention.

VIP Risk Alert

VIP behavior declines or service issue occurs.

KPI: Recovery/retention of at-risk VIPs; response time.

Milestone / Recognition

Meaningful relationship/purchase milestone.

KPI: Retention/engagement among milestone cohort.

Customer Service Suppression / Recovery

Complaint or service exception.

KPI: Resolution time; recovery/retention; complaint recurrence.

New Customer → First Success

Maps the path from a new customer’s first purchase to their first real success with the product or service.

First Customer → Repeat Customer

Maps how a first-time customer becomes a repeat customer, including the reminder and convenience touches that close the gap.

Repeat Customer → VIP

Maps how a repeat customer qualifies for and moves into VIP treatment.

Active → At-Risk → Retained

Maps the cycle from healthy active customer through at-risk signals to a recovered, retained customer.

Lapsed → Reactivated → Stable

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

Controlled Monetary Incentive

Price is a validated barrier or the incentive has a rational acquisition/retention role.

Offer Quality & Economics Scorecard

Scores an offer on barrier fit, margin, and full-price protection before it gets approved.

Lifecycle Health Scorecard

Reviews core lifecycle metrics — conversion, repeat rate, at-risk recovery, VIP retention — against your own baseline, not a universal benchmark.