During my early years at Adwerx, one project we kept deferring was updating our policy around site credits — a customer could hold and redeem site credit indefinitely. Closing that gap meant a careful cross-functional effort: we had to notify every affected customer in good faith, avoid prompting a rush of all-at-once redemptions (our ad-delivery costs were incurred in real time), and preserve a great customer experience throughout.
In coordination with our Director of Product, I ran a cohort and segmentation analysis of the existing credit base to understand our risk profile if we changed the policy.
That analysis pointed to a strategy that worked for both customers and the business: it combined a clear, grounded definition for genuinely inactive customers— informed by the real estate industry's own attrition rate, where more than 25% of agents stop practicing within two years — with a generous redemption window and an easy, no-questions reinstatement path for anyone who reached back out.
I built the customer-facing language and campaign framework — spanning email and in-app notifications, so customers would see it regardless of whether their email was deliverable — in coordination with Product to identify and sequence customer groups. We rolled the notification out in batches to avoid a spike in redemptions and preserve the ability to reverse the policy if it started to hurt margins.