# Customer Reactivation Playbook | 121 CRM > Reconnect with suitable past customers using a relevant service reason and current communication preferences. A fictional bicycle workshop contacts opted-in customers when an annual service may be due. This playbook turns that kind of situation into an owned sequence with explicit stop points, exceptions and measures. Use only channels, data and capabilities approved for your setup. ## Customer reactivation: the working sequence Illustrative playbook — names, organisations and activity are fictional. ## Capabilities explained ### Smart lists Builds reusable contact views from saved filters and relevant record conditions. **How it works:** Stores or organises supported business data under configured fields, permissions and record rules. **Why a business would use it:** Lets teams focus on a working group without maintaining separate copies of the same contacts. **Limitations:** The platform does not make imported, duplicated or incomplete data accurate without review. **Human responsibility:** A data owner must define the record model and resolve quality, ownership and access exceptions. ### Email campaigns Creates and sends configured email campaigns to eligible audiences using connected sending infrastructure. **How it works:** Runs an approved campaign, publishing or reputation process through connected channels and profiles. **Why a business would use it:** Lets a business communicate with a defined customer group and measure supported engagement. **Limitations:** Platform policies, connection expiry, delivery, public responses, usage and add-on charges can vary. **Human responsibility:** A person must approve content and handle negative feedback, policy issues and publishing failures. ### SMS campaigns Sends compliant campaign messages through an eligible configured phone setup. **How it works:** Runs an approved campaign, publishing or reputation process through connected channels and profiles. **Why a business would use it:** Provides a direct channel for appropriate short updates and calls to action. **Limitations:** Platform policies, connection expiry, delivery, public responses, usage and add-on charges can vary. **Human responsibility:** A person must approve content and handle negative feedback, policy issues and publishing failures. ### Goals and exits Moves or removes records when the configured outcome or stop condition has been met. **How it works:** Runs an ordered sequence only after its configured trigger and conditions are met. **Why a business would use it:** Helps avoid continuing follow-up after the customer has already acted. **Limitations:** Automation follows its configuration; it cannot repair poor data, unclear rules or an unavailable external service. **Human responsibility:** A process owner must approve, test, monitor and pause or correct faulty automation. ## Begin with a valid trigger, enough context and one owner A reviewed segment identifies past customers for whom contact may be useful and appropriate. Before any automated action, confirm that the event, customer record and communication basis are suitable for this playbook. ### Trigger A reviewed segment identifies past customers for whom contact may be useful and appropriate. ### Practical scenario A fictional bicycle workshop contacts opted-in customers when an annual service may be due. ### Accountable owner Name the person or queue that accepts the work, monitors exceptions and can stop the sequence. ## Run the customer reactivation playbook step by step Each step should leave evidence a colleague can understand. Timing and channels should follow the customer context rather than a generic high-pressure cadence. ### 1. Build the candidate segment Use service interval, last activity and current status rather than list age alone. ### 2. Apply exclusions Remove opt-outs, complaints, active jobs, bad data and people recently contacted. ### 3. Explain the relevance State the prior relationship and why the message may be useful now. ### 4. Offer a simple next step Provide booking, reply or decline routes. ### 5. Stop promptly End on response, opt-out or the agreed attempt limit. ## Stop the normal route when the facts change Exceptions are part of the process, not failures to be hidden. Route them to a person with the authority and context to decide what happens next. ### Unclear permission Exclude the record until a lawful and documented basis is established. ### Customer disputes the history Apologise, correct the data where appropriate and stop the sequence. ### Service no longer suitable Record the outcome without forcing another offer. ## Measure whether the work became safer and clearer Use measures that reveal ownership, service quality and control. Counts of messages, tasks or workflow runs are supporting signals, not proof of customer value. ### Audience passing every exclusion Quality matters more than raw list size. ### Useful responses by service reason Review context rather than attributing every sale to the campaign. ### Opt-outs and complaints Use increases as a prompt to reassess relevance and cadence. ## Frequently asked questions ### When should the customer reactivation playbook start? A reviewed segment identifies past customers for whom contact may be useful and appropriate. Confirm the record is eligible and that a named owner or monitored queue is available before allowing customer-facing action. ### Which channels should the customer reactivation playbook use? Use only configured channels that suit the purpose, customer preference and consent position. Give each channel a distinct role and check provider availability and usage charges before launch. ### When should customer reactivation automation stop? Stop when the purpose is complete, the customer responds or opts out, the data conflicts, or an exception needs judgement. In this playbook, pay particular attention to unclear permission, customer disputes the history, service no longer suitable. ### How should we judge whether customer reactivation works? Review audience passing every exclusion, useful responses by service reason, opt-outs and complaints. Combine the numbers with sampled records and customer context; do not treat activity volume as a business outcome. ## Related CRM pages - [/crm/guides](https://121.direct/crm/guides) - [/crm/guides/customer-follow-up-automation](https://121.direct/crm/guides/customer-follow-up-automation) - [/crm/features/customer-reactivation](https://121.direct/crm/features/customer-reactivation) - [/crm/features/contact-segmentation](https://121.direct/crm/features/contact-segmentation) - [/crm/features/campaign-management](https://121.direct/crm/features/campaign-management) - [/crm/playbooks/customer-onboarding](https://121.direct/crm/playbooks/customer-onboarding) This Markdown alternative contains public product information only. It provides no access to CRM accounts, records, credentials or payment execution.