---
title: Dormant customer reactivation
slug: zus-coffee/dormant-customer-reactivation
docTags: 
createdAt: 2026-08-11T03:14:11.906Z
---

In this exercise we'll bring together everything you've learned to create the first journey specific to ZUS Coffee's business needs.

Requirement: **Reduce churn among high-risk cohorts (150+ day inactive users)**

We'll tackle this by:

1. Creating an **audience** of customers with *no purchase for more than 150 days and a high churn prediction score*.
2. Set up a **journey** that automatically starts when users enter this audience
3. Send an **offer** to bring them back (reactivation)
4. Check if the customer **reaction** (did they take the offer)
5. If they reacted, wait 3 days then send **another offer**

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/rXl8NtZBz7T9PQjHSMiuf_image.png)

This strategic journey can be configured as always-on, with customers automatically flowing in and out of the journey while driving toward your business goals.

This section will be a little less guided to test the skills you've learnt in earlier exercies.