Win-back: relevance or silence, never a blast. 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.
Every segment, outcome and channel state, with the change and the evidence at each moment.
Open the film ↗| The moment | What the customer gets instead | Who builds it |
|---|---|---|
| The two-touch episode | After day 60 of silence nobody owns the dormant customer and almost nothing reaches them. The first knock is banded, route-anchored and deep-linked: their usual route, a real from-price this week, only pay if you win. Recognition for power users (what they have saved), the mechanic re-explained for one-time customers. | Analytics ships the band into the sync and sizes the waves; Design writes the registers; the Braze developer builds the canvas. |
| The welcome-back landing | A returner stops landing on the same generic cold start as everyone else: the card recognises the absence, restates the account is as they left it, and lands them on their route at a real price. The failing magic-link door is flagged as a product fix beside it. | Sheran rules the owner; the Braze developer ships the card; Product fixes the expiring magic-link door. |
| The long tail: a real end, one annual beat | One last try that says so: the best welcome-back deal, one time only, and after this we stop asking. Then the end is real: hard suppression, and the anniversary as the one remaining beat. | Sheran and Finance rule the offer; Analytics sizes per band; the Braze developer wires the end-state suppression. |
| The live incentive card's disposition | The card’s job (an incentive at re-entry) overlaps the welcome-back landing and the final attempt; the record needs one owner and one offer story before the new build ships beside it. | Sheran rules; the Braze developer executes in the go-live change. |
Phase is derived from each row, never authored: engineering work that is a new event, feed or surface is Phase 2; new wording, a deletion, an Analytics trait or Braze wiring is Phase 1. The deck walks Phase 1 in situ.
| Decision | Owner | Where it stands |
|---|---|---|
| The tier pools the 2 Sep Analytics pull sizes sit on a different definition to the held figures | Sheran, with Ivi | Open |
| How the journey is measured: the holdout, the baseline and the read | Michael, with CACI | On the Test and Learn record |