winback

90-day lapsed win-back playbook: the last-chance sequence before you write the customer off

Customers lapsed 90 days are usually gone. But not all of them — and the ones you can recover were typically pushed out by a fixable issue (price, staff, parking, menu change). This 3-touch sequence recovers 8–14% AND surfaces churn causes you can act on. Run it monthly.

When it fires

Trigger: customer's last visit 90–120 days ago AND prior visit count ≥3 AND Zalo OA opt-in. Customers outside that window get a different (lighter) flow. PEKO ages each cohort daily.

Message copy that works

Three touches. (1) Day 90: personal Zalo OA message — "we noticed you haven't visited" + 1-question survey "what would bring you back?" + no offer. (2) Day 95 (if no response): 15% off next visit, valid 14 days. (3) Day 100 (if no response): "last invite" — free item + survey reminder. After day 105 with no response, suppress for 12 months.

Cadence + timing

Run weekly on Mondays for cohorts aging into the 90-day window. Don't run during Tết, Mid-Autumn, or your own anniversary promo — message volume is too high.

Expected lift

Recovery rate 8–14% within 21 days. Of survey responses, the top reason is usually fixable: price perception (35%), staff change (20%), menu change (15%), or location/parking (15%). Use the data — don't just pocket the recovered revenue.

Guardrails — don't skip these

Don't escalate past 3 touches — becomes harassment. Don't offer >25% off — devalues the brand for everyone else. Don't auto-suppress customers who reply to the survey but don't book — they're a 60-day follow-up cohort, not lost.

Want this last-chance flow configured? Book a 20-minute setup.

Book a demo