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Win-back marketing is a strategy aimed at winning back a customer who has stopped using a service or is at high risk of doing so. This approach, generally implemented through phone calls, is commonly used in sectors where services are sold as subscriptions. For example, a mobile phone or pay-TV provider might decide to launch a win-back campaign when a customer inquires about canceling their contract. Retaining existing customers can also be seen as a form of win-back marketing. This approach can also be combined with customer retention or loyalty strategies.

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