Mk 395

---
name: mk-395
description: "Win-Back Plan for At-Risk Members. Use when work requires recent changes and suitable reminders; process the specified inputs using this method and verify the deliverable"
---

# MK-395 | Win-Back Plan for At-Risk Members

For ordinary chat, upload `packs/mk-395.md`, which includes the shared rules, this method, and required references

## Purpose

This skill delivers: **Recent changes and suitable reminders**

Customer segmentation and actual eligibility to receive marketing messages are separate matters

## Required inputs


Available raw records: the existing member group, last valid order, product cycle, coverage, support cases, supply, and contact eligibility

## Method Steps

1. Join previously loyal/high-value candidates to last valid order, product cycle, observation coverage, support cases, supply, and contact eligibility. Preserve official membership tiers under existing rules
2. Not-yet-due or incomplete-history cases call for waiting or history reconciliation, not a loss-of-loyalty label. Investigate causes only for observable overdue cases
3. Unresolved complaints, missing deliveries, or defects call for service first. Ended needs or no suitable product remove the original-product promotion. Remaining need with fit, price, or information friction calls for a matching product, genuine benefit, or missing answer
4. Benefits must fit actual entitlements, costs, and eligibility, retaining existing limits and expiry. With unknown causes, request the latest support or order record before designing escalating discounts
5. A repeat purchase removes the person from the original winback task and moves them to use or continuation. A resolved complaint with no repeat purchase calls for the remaining barrier rather than permanent service-first labeling

## Calculation and Interpretation

Deliver official group, overdue basis, cause evidence, service/wait/benefit/remove action, and the event that changes it. Track outcomes against the original eligible group, not only redeemers

Check example (hypothetical): a formerly loyal customer is overdue against a 60-day cycle and has an unresolved missing delivery, so address service. A record shows successful replenishment yesterday; remove the person from winback instead of increasing the offer

Decision rules authored by ThinkWithBlack, 2026-10-14; original course sources remain below

## Required output fields

| Order | Field | How to fill it in |
|---:|---|---|
| 1 | Customer group | Original evidence, intermediate method results, or an explicit unknown; do not fabricate |
| 2 | Purchase evidence | Original evidence, intermediate method results, or an explicit unknown; do not fabricate |
| 3 | Relationship task | Original evidence, intermediate method results, or an explicit unknown; do not fabricate |
| 4 | Trigger / timing | Original evidence, intermediate method results, or an explicit unknown; do not fabricate |
| 5 | Messages and products | Original evidence, intermediate method results, or an explicit unknown; do not fabricate |
| 6 | Available channels | Original evidence, intermediate method results, or an explicit unknown; do not fabricate |
| 7 | Exclusion conditions | Original evidence, intermediate method results, or an explicit unknown; do not fabricate |
| 8 | Measurement | Original evidence, intermediate method results, or an explicit unknown; do not fabricate |

## Method sources

Original file: 營業額提升主要關鍵（二）社群/會員經營技巧

Source locator: members

Source basis: extracted from course materials

Original URL: https://docs.google.com/presentation/d/1ZYpstuVAXGk9KdZt1QZm2OQ7ozpYYtfrBf0Xsy7kRx8/edit

English translation of source excerpt retained in the master sheet:

> Social / member management and mobile marketing thinking