Journey 7 · Lapsed / churned win-back (REC-03): Review Pack

Journey 7 · Lapsed and churned: triggered win-back (REC-03) · Review pack · GATEDPack version: 4 Aug 2026, 16:51 (London) · source of truth: J7/content.json

Triggered win-back: the score sets who, when and how hard; the trip does the talking

The buildable spec: the TO-BE map tab (entry, splits, waits, exits, suppressions) and the decisioning matrix on the Campaign brief tab (who gets what, with copy).
The contact rules: the global set on the Reference tab, plus this journey&rsquo;s own applications in the TO-BE map&rsquo;s rules panel. Both bind the canvas.
The data: the asks table below; each row&rsquo;s status and owner is the build dependency list. The launch gate (the score-banding sync validation) and the sizing asks: the Analytics brief tab.
Not a dependency: the next-best-action decisioning engine. It compiles the same rules this pack states; this canvas launches on Braze-native logic plus the ruled exclusion segments, and adopts the engine&rsquo;s attributes when they land.

For: Sheran (gate), Analytics/Ivi (model and sizing), CRM (build), the Journey 8, 9 and 10 authors (boundaries).
The one change: One owned, score-informed, route-anchored win-back replaces the 50-plus blast estate at the 60d-plus window.
How to read: Live (watch it as the customer) · AS-IS (today) · TO-BE map (the build logic) · Campaign brief (the plan) · Design brief · Analytics brief · Engineering brief · How we work · Reference.
Status: draft until this journey’s design brief is approved, 20 Jul 2026, except where marked Sheran-ruled. The churn model is verified in the warehouse (two variants, CHURN_RISK_SCORE, 28 Jul); build is gated on the validated score-banding sync into Braze and waits on the Braze hire. Ruled 28 Jul: DL-006 (J7 owns the anniversary outright), DL-007 (confirmed) and DL-010 (the threshold family).

📮 How to feed back (this pack IS the review): read it, then put everything in the feedback form: as many points as you like, and submit again any time more occurs to you. Every point gets an answer. Sign-off comes after the changes round, recorded per team.

ValidatedAnalytics validation requiredData / build outstanding