Final answer:
A company's customer win-back message should not include blame on the customer, highlight past issues without solutions, or contain an aggressive sales pitch. Highlighting the company's improvements and offering incentives tailored to the customer are more effective strategies.
Step-by-step explanation:
When crafting a customer win-back message, companies should primarily focus on addressing the reasons why a customer left, offering a personalized apology, and providing a compelling incentive to return. What should not be included in a win-back message is any form of blame on the customer, a highlight of past issues without solutions, or an aggressive sales pitch. The goal is to acknowledge the customer’s past experience, demonstrate improvements made, and express genuine interest in regaining their business.