Abstract: An approach is provided for managing a contact with an inactive customer. After grouping customers into active and inactive customers, the active customers are grouped according to activity segments corresponding to a level and style of activity. Personality traits, values, and needs of the active customers are determined. A mapping between the personality traits, values, and needs of the active customers and the activity segments is generated. Personality traits, values, and needs of an inactive customer are determined. Using the mapping and based on the personality traits, values, and needs of the inactive customer, an activity segment in which the inactive customer likely belongs is determined. Action(s) corresponding to the active customers in the determined activity segment are selected. The action(s) are applied to the inactive customer to increase a likelihood of the inactive customer becoming engaged in an activity similar to activities performed by the active customers.