Choose a respectful win-back path for a previously engaged customer segment.
The quiet cohort Past frequency is high. Recency is low. The last visible change was pricing and procurement. This is a diagnosis problem before it is a promotion problem. RFM plus journey Past habit -> lapse trigger -> restart path Frequency tells you habit existed. Recency tells you it broke. The journey moment helps you decide why. Discount blast Fast, but it may misread the lapse The customer feels understood, not chased. Reactivate the job that went dormant. 01 Segment 02 Message 03 Try Read the RFM signal The cohort had high frequency last quarter and low recency after procurement…
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