Win-back
Win-back is the practice of returning a lapsed or cancelled customer to paying status. It depends on choosing the right waiting period, the right reason to return and the smallest sufficient incentive, because most lapsed customers will never respond at any price.
Why it matters for ARPU
The lapsed base is often the largest untouched population a growth team owns, and win-back decisions are easy to evaluate causally because the holdout is clean.
Related terms
Revenue per available customerRevenue per available customer spreads revenue across everyone reachable, including dormant and non-paying users, rather than only the active base.Save offerA save offer is an incentive presented to a customer who is about to leave: a discount, a pause, a plan downgrade or a service remedy.Next best offerNext best offer selects the most valuable commercial proposition for a customer: which product, plan, bundle or price to present.Uplift modelAn uplift model estimates the change in outcome caused by treating a customer, rather than the outcome itself.