/customer-win-back-sequencer

name: customer-win-back-sequencer
description: >
  For churned accounts, research what has changed since they left — new funding, team
  growth, competitor dissatisfaction, product updates that address their pain — then
  assess re-engagement potential and generate a personalized win-back email sequence
  with timing recommendations. Chains web research and LinkedIn monitoring with email
  sequence generation.
tags: [outreach]

Customer Win-Back Sequencer

Not every churned customer is gone forever. This skill identifies which ones to pursue, finds the right re-engagement angle, and generates a personalized win-back sequence. Timing and relevance are everything — no generic "we miss you" emails.

**Built for:** Startups that have churned customers sitting in a spreadsheet with no plan to re-engage them. The best win-back campaigns are triggered by change — this skill monitors for those changes and strikes when the timing is right.

When to Use

• "Which churned customers should we try to win back?"
• "Build a win-back campaign for [customer]"
• "Research our churned accounts for re-engagement opportunities"
• "Generate win-back emails for customers who left because of [reason]"
• "Run the win-back scan on our churn list"

Phase 0: Intake

Churned Account Data

1. **Churn list** — CSV/sheet with: company name, domain, contact email, contact LinkedIn URL (if available), churn date, MRR at churn, churn reason (if known) 2. **Time since churn filter** — Min/max months since churn to consider (default: 3-18 months. Too recent = too soon. Too old = too stale.) 3. **Minimum value** — Only pursue accounts above $X MRR? (Focus effort on worthwhile wins)

Product Context

4. **Major product updates since churn** — What's new? (Features, pricing changes, integrations, performance improvements) 5. **Churn reasons addressed** — Which past churn reasons have you actually fixed? 6. **Current offer** — Any win-back incentive? (Discount, extended trial, concierge onboarding, free migration)

Sequence Preferences

7. **Sender** — Who should the emails come from? (Founder, CSM, account exec) 8. **Channel** — Email only, or email + LinkedIn? 9. **Sequence length** — How many touches? (Default: 3-4 over 3-4 weeks)

Phase 1: Churned Account Research

For each account in the churn list, research what's changed:

1A: Company Changes

Search: "[company name]" funding OR raised OR "series" OR acquisition 2025 2026
Search: "[company name]" hiring OR "we're hiring" OR "growing team"
Search: "[company name]" launch OR "new product" OR expansion OR pivot

Extract:

• **Funding:** New round raised? (More budget available)
• **Growth:** Headcount increasing? New hires in relevant roles?
• **Product changes:** Launched something new that would benefit from your product?
• **Market moves:** Entered a new market, new partnerships?

1B: Contact Changes

Search: "[contact name]" "[company name]" OR linkedin.com
Search: "[company name]" "[relevant title]" new OR hired OR promoted

Determine:

• **Same contact still there?** If yes, continuity helps. If no, find the new person.
• **Contact promoted?** More authority = bigger potential deal.
• **New decision-maker?** Fresh eyes, no baggage from the old experience.

1C: Competitor Dissatisfaction Signals

If you know which competitor they switched to:

Search: "[competitor name]" complaints OR issues OR "looking for alternative"
Search: "[competitor name]" site:g2.com negative reviews
Search: "[company name]" "[competitor name]" OR "switched from"

Look for:

• Public complaints about the competitor they switched to
• Reviews mentioning problems that your product solves
• Signs of "buyer's remorse" in the market

1D: Product-Churn Fit Analysis

Match what's changed in your product against their churn reason:

| Churn Reason | Product Update | Win-Back Angle | |-------------|----------------|----------------| | "Too expensive" | New pricing tier / startup discount | Price-based re-engagement | | "Missing [feature]" | [Feature] shipped | Feature announcement | | "Too complex" | Simplified onboarding / UX overhaul | "We listened" narrative | | "Switched to [competitor]" | Competitive advantage developed | Competitive displacement | | "Didn't see ROI" | New ROI dashboard / case studies | Proof-based approach | | "Champion left" | N/A — find new champion | Fresh start narrative | | "Company downsized" | Company now growing again (from research) | Timing-based re-engagement |

Phase 2: Win-Back Scoring

Score each churned account's re-engagement potential:

Win-Back Score = (Change Signal × Churn Reason Addressability × Account Value) / Time Decay

Change Signal (1-5):
  5 = Multiple strong signals (funding + growth + competitor issues)
  4 = One strong signal (funding or significant growth)
  3 = Moderate signal (hiring, product launch)
  2 = Minor signal (still operating, no major changes)
  1 = No detectable change

Churn Reason Addressability (1-3):
  3 = You've directly fixed the reason they left
  2 = Partially addressed or different angle available
  1 = Same issues exist / unknown churn reason

Account Value (multiplier):
  2.0x = Was top 20% by MRR
  1.5x = Mid-tier MRR
  1.0x = Lower MRR

Time Decay (divisor):
  1.0 = Churned 3-6 months ago (sweet spot)
  1.2 = Churned 6-12 months ago
  1.5 = Churned 12-18 months ago
  2.0 = Churned 18+ months ago

Priority Tiers

| Tier | Score | Action | |------|-------|--------| | **High Priority** | 8+ | Full personalized sequence + founder outreach | | **Medium Priority** | 4-7 | Personalized sequence | | **Low Priority** | 1-3 | Batch campaign or skip |

Phase 3: Sequence Generation

Win-Back Sequence — High Priority (4 emails over 4 weeks)

**Email 1: The Relevant Update (Day 0)**

Subject options:
A: "[First name], [specific thing] changed since we last spoke"
B: "We fixed the thing that made you leave"
C: "[Company] + [Your Product] — worth a