I have recently cancelled my subscription to DashThis and could not resist using it as an opportunity to sneak into their cancellation process. It consists of 3 simple steps:
1. Confirmation
The user is prompted to choose whether to go through with the cancellation, talk to an agent or query a knowledge base with the hope to find a reason to stay.
2. Survey
After the confirmation, the DashThis team does not give up on convincing users to stay. Along with every choice, the process offers users several possible solutions to their individual causes of churn.
3. Execution
After one last chance to receive a phone call from an agent, the app will process the cancellation as requested.
Review
Are exit surveys beneficial? No doubt, and this is a great example.
The beauty of this flow (cheesy breakup analogies aside) is that it does not only try to understand why a user is leaving but also offer solutions each step of the way.
Users with a DIY mentality will be guided to documentation and resources that could address their concerns. On the other hand, users that are looking for human touch and want to discuss the cancellation, can skip the whole process and receive a call from an agent.
For those users that have firmly decided to leave, this is ultimately the perfect moment to give the right apology and learn from the cancellation.
Our takeaways
At Tenstars we are committed to help our clients keep the right customers through the right processes, data and incentives.
Our retention tools offer you the chance to effortlessly embed an exit survey for your cancelling users and visualize the data to act on it.
We empower and advise our clients to offer the right incentive to the right user. That's why we are excited to share that we are working on further dynamizing the survey and incentives to allow customers to define the perfect exit flow and increase their customer retention.
Some of the features on the development team's plate:
Define a different incentive for different exit reasons on the survey
Some obstacles have a different nature than others and some are just harder to sort out. Define different incentives and link them to each survey response.
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Too many bugs? Here's a longer trial period until we solve them
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Too expensive? Would you like a 20% discount?
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The employee that worked with you is no longer in the team What about a free workshop and a t-shirt for her replacement?
Multiquestion survey
Some questions need a follow-up. Link a second question based on the response to the first one.
Contact an agent
Let the customer contact you during the cancellation or request a callback.
Custom steps
Not all surveys are made equal, Does your flow require a custom step? An HTML editor will allow you to write your own, or we can do it for you!
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P.S: Just like you, we also want to know what our customers think of us and what we could do better. Please let us know!
