Former customers

The Former Customers directory (/former-customers) provides Customer Success Managers and leadership with a dedicated surface for managing cancelled relationships, tracking lost revenue cohorts, and executing structured win-back campaigns.

Win-back lifecycle segmentation

Rather than cluttering the active accounts directory, accounts in the CHURN or POST_CHURN phases are sequestered on the Former Customers page:

• Active win-back: Customers that churned recently and remain within the active win-back evaluation window. These accounts represent prime candidates for targeted outreach, product updates, or executive check-ins.
• Dormant: Accounts whose post-churn tracking window has passed without a return — 18 months from the churn date by default, set in Lifecycle settings. The nightly lifecycle run moves them here.

The former customer roster

Each record in the directory displays critical churn context:

• Account & Initial: Account name and visual avatar.
• Churned: The calendar date the cancellation took effect (e.g., Jul 18).
• ARR lost: The baseline annual recurring revenue associated with the account at the time of cancellation (e.g., $240,000).
• Reason: The primary exit classification captured during the exit interview (e.g., pricing, budget_cuts, champion_departure).
• Owner: The Customer Success Manager assigned to the account.
• Stage: Indicates whether the account is in active win-back or dormant past the window.

Reactivating an account

When a former customer decides to resume their partnership:

1. Click the Reactivate button on the row (or deep-link via /accounts/[id]?reactivate=1).
2. The Reactivate account modal opens, presenting a summary of:
   • Historical churn date and exit reason.
   • Preserved goals, prior contacts, and past plans.
   • The active offboarding plan status and draft reactivation plan.
3. Confirming reactivation returns the account to the active Accounts list (/accounts), sets the lifecycle phase you chose in the modal (or recomputes it), archives every plan that was not resumed, and records a churn recovery revenue movement.