WinbackIntermediateHigh Impact

Win Back Churned Customers

Re-engage lost deals and churned customers

Sales Stage

Post-Sales

Difficulty

Intermediate

Impact

High

Channels

Overview

Churned customers aren’t always gone for good. You can often win them back if you resolve their reasons for leaving, such as adding new features or improvements to a product. Record the reasons for every lost customer and segment them into high-level categories, such as pricing, budget, product features, and customer experience. Capture relevant details, including desired features that didn’t exist or a problem with your customer service. Start campaigns with messages tailored to these reasons that acknowledge prior limitations and subsequent improvements. Combine the message with a free trial offer to win back the customer.

Key Features

CopilotABM Audiences

Data Types

Contact DataCompany Data

Triggers

Identify a company is ex-customer and churned more than three months ago

Actions

Wait for a period of time
Export
Send records to your business system (CRM, MAT, SEP, CSV)
Assign to a User
Then enroll in a Campaign (optional)

Default Natural Language Configuration

When leads are updated in select connection as per lead filters then wait a period of time then export to select system as record type and select campaign and assign to select user

Standard Operating Procedure

1. Identify Churned Customers

Export list of customers who churned more than three months ago
Segment customers by reason for churn (e.g., pricing, features, service)

2. Prepare Win-Back Campaigns

Develop tailored messaging addressing specific churn reasons
Create free trial offers for each customer segment

3. Configure Data Sync

Set up connection to pull updated lead data from CRM
Configure lead filters to identify eligible churned customers

4. Implement Waiting Period

Set up automation to wait 10 days after lead identification

5. Data Export and Enrichment

Configure export of leads to selected business system (e.g., Salesforce)
Ensure proper mapping of data to Accounts and Contacts

6. Lead Assignment

Set up automatic assignment of leads to designated user (e.g., Ryan Hart4)

7. Campaign Enrollment

Create email campaign for churned customers
Configure automatic enrollment of exported leads into campaign

8. Multi-Channel Outreach

Implement outreach strategy across various channels (email, phone, ads, etc.)

9. Performance Tracking

Monitor engagement and conversion rates of win-back campaigns
Analyze effectiveness of different messaging and offers

10. Continuous Improvement

Regularly review and update win-back strategies based on performance data
Refine segmentation and messaging to improve success rates

Yield Model

Yield in $ Formula

Potential Yield = (TAV * CR / 100) * ADS

Key Drivers

Conversion Rate (CR)Average Deal Size (ADS)Target Account Volume (TAV)

Driver Definitions

Conversion Rate (CR) This metric indicates the proportion of leads that convert into customers. A higher conversion rate suggests a more effective engagement and follow-up strategy.

Average Deal Size (ADS) This refers to the average revenue generated from each successful deal. Maximizing the average deal size is essential for increasing overall revenue, especially when the number of conversions is limited.

Target Account Volume (TAV) This is the total number of target accounts that are identified for this strategy.

AI Agent Prompt Template

I. Prompt Instructions - Overview

This email template targets churned customers who left the company more than 3 months ago. The goal is to re-engage these former customers by addressing their reasons for leaving and highlighting new features, updates, or pricing that may entice them to return.

II. Information Included

The email will include personalized information between <context></context> for proper dynamic insertion:

Company Information: Insight into the prospect's company, including identified pain points and behavior from engagement history.
Signals & Behavior: Details on the account's engagement history and recent intent signals.
Account History: Includes documented CRM account history along with a complete history of conversation data recorded via Chorus Conversational Intelligence.
Contact Information: A group of five contacts across the buying committee, including the contact's role, persona information, and other details to personalize the email.
Content Library: Relevant content, such as upcoming webinars, whitepapers, or downloadable content that can be included as part of the follow-up.
Messaging: A comprehensive messaging library that addresses persona-specific and segment-specific pain points, delivering tailored content that aligns with the account's segment and the contact's role, making the outreach more relevant and impactful.
Copilot AI Account Summary: A summary that merges ZoomInfo data, customer CRM data, email communications, and call recordings, offering a clear overview of the account's pain points and strategic goals, along with actionable next steps.

III. Email Structure

<email> <subject>{{Personalized Subject Line}}</subject> <body> Hi {{Contact.FirstName}}, I hope this email finds you well. It's been a while since {{CompanyName}} partnered with us, and I wanted to reach out because we've made some exciting changes that I believe could address the reasons you decided to move on. Since you left, we've: <ul> <li>{{NewFeature1}}</li> <li>{{NewFeature2}}</li> <li>{{NewFeature3}}</li> </ul> These improvements directly address {{PreviousPainPoint}}, which I recall was a key concern for you. I'd love the opportunity to show you how these changes could benefit {{CompanyName}}. As a gesture of goodwill, we're offering a {{TrialPeriod}} free trial for returning customers. Would you be open to a quick call to discuss how we can support your current needs? Best regards, {{Sender.Name}} {{Sender.Title}}, {{Sender.Company}} {{Sender.ContactDetails}} </body> </email>

IV. Context

<context> <Company Information> **`{{Company Information}}`** </Company Information> --- <Signals & Behavior> **`{{Signals & Behavior}}`** </Signals & Behavior> --- <Account History> **`{{Account History}}`** </Account History> --- <Contact Information> **`{{Contact Information}}`** </Contact Information> --- <Content Library> **`{{Content Library}}`** </Content Library> --- <Messaging> **`{{Messaging}}`** </Messaging> --- <Copilot AI Account Summary> **`{{Copilot AI Account Summary}}`** </Copilot AI Account Summary> </context>

V. Optimizations

Subject Line Personalization: E.g., "{{Contact.FirstName}}, we've addressed your concerns - let's reconnect"
Engaging Opening: Acknowledge the time that has passed and immediately highlight the positive changes made.
Value-Driven Content: Focus on new features or improvements that directly address the customer's previous pain points.
Call to Action: Offer a free trial and propose a call to discuss how the improvements align with their current needs.
Polished Close: Keep the tone professional yet warm, emphasizing the desire to rebuild the relationship.

Merge Tokens Used

{{Personalized.SubjectLine}}{{Contact.FirstName}}{{CompanyName}}{{NewFeature}}{{PainPoint}}{{TrialPeriod}}{{Sender.Name}}{{Sender.Title}}{{Sender.Company}}{{Sender.ContactDetails}}

Play Description for LLM

<play> **PLAY NAME** Win Back Churned Customers --- **🔁 Triggers** - Identify a company is ex-customer and churned more than three months ago --- **⚡️ Actions** - Wait for a period of time - Export - Send records to your business system (CRM, MAT, SEP, CSV) - Assign to a User - Then enroll in a Campaign (optional) --- **✅ Goal / Problem to Solve** ⏪ Winback --- **➡️ Channels** ✉️ Email, 💬 Text, 📪 Mail, 📅 Events, 📢 Ads, 🖥 Chat, 📞 Phone, 👩‍💻 In-App --- **✏️ Summary** Churned customers aren’t always gone for good. You can often win them back if you resolve their reasons for leaving, such as adding new features or improvements to a product. Record the reasons for every lost customer and segment them into high-level categories, such as pricing, budget, product features, and customer experience. Capture relevant details, including desired features that didn’t exist or a problem with your customer service. Start campaigns with messages tailored to these reasons that acknowledge prior limitations and subsequent improvements. Combine the message with a free trial offer to win back the customer. --- **✏️ Default Natural Language** When **leads** are **updated** in **select connection** as per **lead filters** then wait **a period of time** then export to **select system** as **record type** and **select campaign** and assign to **select user** --- **Explainer-Video-Script** Want to win back customers that have churned? Check out the Win Back Churned Customers Play! Churned customers aren’t always gone for good. There’s an opportunity to win them back if you resolve their reasons for leaving. Record the reasons for every lost customer, and segment them into high-level categories, such as pricing, budget, product features, or customer experience. Capture relevant details, including desired features that didn’t exist or issues with your customer service. As you improve your offering, start campaigns with messages that acknowledge prior limitations and subsequent improvements. Combine the message with a free trial offer to turn churned customers into renewed sales! --- **🏷Features)** Copilot, ABM Audiences --- **🏷️ZoomInfo Data Types)** Contact Data, Company Data --- **📁 Sales Stage** Post-Sales --- **🚦 Difficulty** 🟦 - Intermediate --- **🧪Standard Operating Procedure (SOP)** ## 1. Identify Churned Customers - Export list of customers who churned more than three months ago - Segment customers by reason for churn (e.g., pricing, features, service) ## 2. Prepare Win-Back Campaigns - Develop tailored messaging addressing specific churn reasons - Create free trial offers for each customer segment ## 3. Configure Data Sync - Set up connection to pull updated lead data from CRM - Configure lead filters to identify eligible churned customers ## 4. Implement Waiting Period - Set up automation to wait 10 days after lead identification ## 5. Data Export and Enrichment - Configure export of leads to selected business system (e.g., Salesforce) - Ensure proper mapping of data to Accounts and Contacts ## 6. Lead Assignment - Set up automatic assignment of leads to designated user (e.g., Ryan Hart4) ## 7. Campaign Enrollment - Create email campaign for churned customers - Configure automatic enrollment of exported leads into campaign ## 8. Multi-Channel Outreach - Implement outreach strategy across various channels (email, phone, ads, etc.) ## 9. Performance Tracking - Monitor engagement and conversion rates of win-back campaigns - Analyze effectiveness of different messaging and offers ## 10. Continuous Improvement - Regularly review and update win-back strategies based on performance data - Refine segmentation and messaging to improve success rates --- **🪙 RAG Inputs Used (Broad)** Company Information, Signals & Behavior, Account Data, Contact Information, Content Library, Messaging, Copilot AI Account Summary --- **🪙 Email tokens Used** Personalized.SubjectLine, Contact.FirstName, CompanyName, NewFeature, PainPoint, TrialPeriod, Sender.Name, Sender.Title, Sender.Company, Sender.ContactDetails --- **🟨 Yield in $ Formula** Potential Yield = (TAV * CR / 100) * ADS --- **🟨 Yield Key Drivers** Conversion Rate (CR), Average Deal Size (ADS), Target Account Volume (TAV) --- **🟨 Yield Driver Definitions** Conversion Rate (CR) This metric indicates the proportion of leads that convert into customers. A higher conversion rate suggests a more effective engagement and follow-up strategy. Average Deal Size (ADS) This refers to the average revenue generated from each successful deal. Maximizing the average deal size is essential for increasing overall revenue, especially when the number of conversions is limited. Target Account Volume (TAV) This is the total number of target accounts that are identified for this strategy. --- </play>