Journey 7 · Lapsed / churned: triggered win-back

Win-back: relevance or silence, never a blast

This pack is a proposal. The banded episode shape and the recognition-first door are the recorded position; the surface owner, the card disposition and the offer are open rulings. Say what is wrong with the journey, or what it is missing.

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Journey 7 · Recover

The win-back journey

After day 60 of silence nobody owns the dormant customer and almost nothing reaches them; this journey builds the missing win-back: entry by hand-off at day 60, the churn band setting who and how hard, every message anchored to a trip the customer actually takes, two touches then a genuine end, and a launch gate that has shrunk from a whole model to one sync payload extension.

The CRM brief: every comms change, today beside proposed

▶ Watch the customer experienceOpen full screen

The film of this journey as the customer receives it: every segment, path and channel state, with the change and the evidence at each moment. The static walkthrough below carries every change in full beside its evidence.

The static walkthrough

The same journey with every moment on screen at once: each change, its evidence and its full logic, moment by moment below.

Two live defects sit under this journey: the magic-link door can expire before the code is typed, and content-card impressions register zero. The detail, with the fixes: the Engineering brief.

ValidatedAnalytics validation requiredData / build outstanding

Choose the viewEvery change redraws the walkthrough below: one traveller, one channel state, one ending, one phase.

The D pins: the data the changes need

The pins on the walkthrough above mark the data each change needs, coloured by the sort of ask: COMPUTED TRAIT · ANALYTICS APP AND JOURNEY OWNED NEW EVENT · ENGINEERING BUILDS EXISTS · PIPE TO BRAZE READY · NOTHING TO BRIEF. Tap any pin, anywhere in the pack, for what it is. The full contracts live on the Engineering brief, the computed traits on the Analytics brief.

Pin	The ask	Where it stands
D1	COMPUTED TRAIT · ANALYTICS	Exists, not synced to braze
D2	APP AND JOURNEY OWNED	Does not exist yet
D3	COMPUTED TRAIT · ANALYTICS	Does not exist yet
D4	READY · NOTHING TO BRIEF	Buildable today
D5	COMPUTED TRAIT · ANALYTICS	Buildable today
D6	NEW EVENT · ENGINEERING BUILDS	Does not exist yet
D7	READY · NOTHING TO BRIEF	Buildable today

Who walks through this journey

The volumes behind the walk: how many customers take it, split by who they are and what we can reach them on. These numbers prioritise what gets built first.

Who	Push and email	Push only	Email only	No marketing channel	All channels
The reactivation pool, all three tiers	351,976	730,447	273,351	690,829	2,046,603
Lapsing (60 to 112 days)	24,435	43,853	13,870	52,810	134,968
Lapsed (112 to 240 days)	36,124	71,295	21,223	91,712	220,354
Churned (240-plus days)	291,417	615,299	238,258	546,307	1,691,281
The same churned band on the older marketable basis	TBC	TBC	TBC	TBC	296,300 (basis differs; reconciliation open)
Lapsed power users (the recognition register)	TBC	TBC	TBC	TBC	7,979
Unaided returns each month: never sent a win-back	TBC	TBC	TBC	TBC	about 33,000

Whole-base snapshot, bands from visit recency (lapsing 60 to 112 days 134,968; lapsed 112 to 240 days 220,354; churned 240-plus 1,691,281). Per tier, reachable by both: 24,435 lapsing, 36,124 lapsed, 291,417 churned. Supersedes the 279,876 pool figure, which used a narrower band definition. Consent is still not reach. Source: Analytics (Ivi), 2 Sep 2026.