Figure 218 Oct 2026From “What is customer win-back?”

A reacquisition decision record

Record why they left, what the first term showed, how long ago, what the offer costs, what the second term should earn and who returns unprompted.

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Figure 2A reacquisition decision record

Source: Author's decision worksheet. The exit, first-term and gap fields follow Thomas et al. (2004), pp. 37 to 41, and Kumar et al. (2015), pp. 11 and 17 of the Ahead of Print version held; the offer field follows Kumar et al. (2015), pp. 9 and 14 of that version, and Tokman et al. (2007), p. 51; the second-term field follows Thomas et al. (2004), p. 31, and Kumar et al. (2015), p. 5 of that version; the baseline field is this guide's own addition, since none of the three studies reports results for a group that received no offer. The fields are reader inputs; no company data is supplied.

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B WINB-OWN-C3 A reacquisition decision is recorded in six fields (reason at exit, first-term record, time since loss, offer and cost, second term net of offer, baseline of customers who return with no offer), the first five following the variables the studies measured and the baseline added because none reports results for a no-offer group (Kumar et al.'s firm randomly selected which lost customers were sent offers, so such a group may exist in its data unreported; revised after G5 F7); illustrated with a hypothetical B2B software firm's lapsed annual subscriptions, a discount or an added module, and a randomly chosen no-offer part of each group followed for a typical second term.Author worksheet grounded in TBF04-C1, TBF04-C5, KBZ15-C1, KBZ15-C2, KBZ15-C3 and TDL07-C2

Grades: A, verified against the printed page of the primary source · B, primary source, text layer only · C, authoritative secondary · D, reported.

From the essay

Growth that compounds

What is customer win-back?

Customer win-back means reacquiring customers who have left. Its worth lies in the second lifetime: who comes back, on which offer, and for how long.

18 Oct 2026

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Isoglu, S. (2026). A reacquisition decision record [Figure]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-what-is-customer-win-back-fig02/

BibTeX

@misc{isoglu-2026-what-is-customer-win-back-fig02,
  author = {Isoglu, Sinan},
  title = {{A reacquisition decision record}},
  year = {2026},
  howpublished = {Figure 2, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-what-is-customer-win-back-fig02/},
  note = {From the essay {What is customer win-back?}}
}

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<figure>
  <a href="https://isoglu.com/insights/exhibits/isoglu-2026-what-is-customer-win-back-fig02/">
    <img src="https://isoglu.com/social/isoglu-2026-what-is-customer-win-back-fig02.png" alt="Figure 2: A reacquisition decision record" width="3200" height="2400">
  </a>
  <figcaption>Figure 2: A reacquisition decision record. Source: Author&#39;s decision worksheet. The exit, first-term and gap fields follow Thomas et al. (2004), pp. 37 to 41, and Kumar et al. (2015), pp. 11 and 17 of the Ahead of Print version held; the offer field follows Kumar et al. (2015), pp. 9 and 14 of that version, and Tokman et al. (2007), p. 51; the second-term field follows Thomas et al. (2004), p. 31, and Kumar et al. (2015), p. 5 of that version; the baseline field is this guide&#39;s own addition, since none of the three studies reports results for a group that received no offer. The fields are reader inputs; no company data is supplied. <a href="https://isoglu.com/insights/exhibits/isoglu-2026-what-is-customer-win-back-fig02/">View exhibit</a>.</figcaption>
</figure>