Winback Management

Overview

The Winback Management workflow is designed to help agencies re-engage former customers, understand why they left, and offer solutions that encourage them to return. This process leverages Momentum AMS’s historical policy and contact data to run targeted campaigns, track results, and create new opportunities when appropriate.

Compile List of Previous Customers

Purpose: Identify past clients who may be eligible for re-engagement.

AMS Steps:

• Navigate to Policies → Filters.

• Filter by Policy Status = Cancelled or Non-Renewed.

• (Optional) Add a filter for Cancellation Reason such as “Customer Left” or “Price.”

• From the results:

  • Export the list, or

  • To apply a tag (e.g., “Winback Prospect”) to multiple records at once, start by clicking the checkmark toggle located above the list on the right-hand side.

  • Once this toggle is enabled, you can select the specific records you’d like to tag. After selecting them, click the stacked paper icon next to the checkmark and choose Apply Tags.

    It’s important to apply the tag at the Insured level rather than at the Policy level. Tagging the insured ensures that you can generate accurate lists for email campaigns and avoid missing contacts due to policy-level tagging.

• Open each record and:

  • Add a Note documenting the cancellation reason, former line of business, and carrier.

  • Update contact details (phone, email, mailing address) if outdated.

• Organize by priority: Sort or filter by premium size, cancellation date, or line of business.

• Save the group as a Saved Filter / Campaign Segment named clearly (e.g., “Q3 Winback Campaign”).

Analyze Reasons for Customer Departure

Purpose: Understand why customers left in order to refine retention and winback strategies.

AMS Steps:

• From Policies → Cancelled/Non-Renewed records, review Notes tied to the policy or insured.

• Look for recurring reasons such as:

  • Price increases

  • Carrier appetite changes

  • Coverage gaps

  • Service experience issues

• Document findings:

  • Add a summary Note to the Agency Profile or Reports record with patterns found.

  • Share via email or internal report with leadership/team leads.

• Tag winback-ready opportunities with “Winback – Eligible” and add them to your existing Winback Prospect List.

Conduct Targeted Campaigns for Win-Backs

Purpose: Re-engage customers with targeted communication based on why they left.

AMS Steps:

• Use the Winback Prospect List (tagged or filtered group).

• Organize by:

  • Line of business

  • Cancellation reason

  • Former assigned agent

• Build a campaign strategy in your CRM or marketing tool (e.g., Momentum CRM, Mailchimp):

  • Price-related departures: “We have access to new carriers with competitive rates this year.”

  • Service-related departures: “We’ve expanded our service team to provide faster response times.”

• Upload or draft templates for email, phone, or SMS outreach.

• Launch the campaign and monitor engagement (opens, clicks, replies, calls).

• Log results in AMS:

  • Add a Note for each contact attempt.

  • Create a Task for follow-up calls or second touches.

  • If a client shows interest, create an Opportunity and update the Stage (e.g., “Re-Engaged”).

  • Reassign the prospect to the appropriate agent or CSR.

Redirect Customer Interest to Alternative Products

Purpose: Capture value even if the client does not return to their old product line.

AMS Steps:

• When a customer responds, ask about their current needs.

• Review their Policy or Opportunity History in AMS:

  • Prior carrier

  • Premium size

  • Cancellation reason

• Identify if another product is a better fit:

  • Different carrier markets

  • Adjusted limits/deductibles

  • Bundled product offering

• Create a New Opportunity:

  • Go to the customer record → Add Opportunity.

  • Enter new line of business, effective date, and description (e.g., “Re-engaged client – Alternative Product Fit”).

• Track progress:

  • Update the Opportunity Stage to reflect engagement.

  • Apply a Tag such as “Winback – New Product”.

  • Assign to producer for follow-up and quoting.

✅ Outcome: By following this workflow, agencies can systematically identify and re-engage lost customers, learn from past departures, and uncover new opportunities. This ensures a structured winback process that maximizes retention and growth.