Active Churn Recovery Flows

Active Churn Recovery allows you to create unique winback and churn mitigation strategies to prevent a customer from churn. 

This guide covers an overview of the Active Churn Recovery template, recovery strategies you can utilize, how to configure this template, and analytic information to get insight into your Flows performance.

Before you start

• Flows are available to merchants on the Pro or Custom plans. Schedule a set-up call with Recharge to get started with Flows, or contact your Account Manager directly. 
  • You can upgrade to Recharge Pro if you are on the Standard plan and would like to use Recharge Flows. Set up an upgrade call with Recharge to discuss the Recharge Pro plan and its benefits. 
• Active Churn Recovery is compatible with all customer portal themes. See Customer experience for information on the differences per theme.

• Active Churn Recovery Flows that are set to offer fixed amount discounts will not run for multi-currency customers if the currency setting to convert fixed price discounts to customer's currency is disabled. If the setting is enabled, flows that offer fixed discounts will run for all customers and addresses. Multi-currency customers will auto convert the discount amount to the customers currency.

Active Churn Recovery overview

The Active Churn Recovery template allows you to test which strategies decrease churn and increase retention or LTV. You can A/B test churn incentives that have been configured to determine which incentives are the most effective. This flow enables churn recovery optimization by providing an opinionated analytics page for a store’s cancellation survey. 

Active Churn Recovery is a Flow template capable of targeting a cohort of customers in order to:

• Survey the customer’s reasons for canceling a subscription or active account with the store and brand
• Provide the customer a rebuttal to their cancellation reason with a customized and targeted incentive offering
• Report on the performance of the survey in order to uncover the optimal survey strategy given the targeted customer cohort

Video tutorial

Want to learn more? Review the video below for a detailed overview of the Active Churn Recovery flow and its functionality: 

Recovery strategies

When curating the Exit Survey for your store, you can choose from several survey strategies. This allows you to provide options for your customers' unique needs.

Survey responses include:

• No Offer - An offer is not provided when the customer selects this cancellation option. 
• Discount - Provides a fixed price or percentage discount to the customer’s order and this discount is applied one-time. 
• Discount Code - Search through your store’s discount codes to present to the customer. This response can be used to offer multi-order discounts. 
• Skip - Skips the customer’s subscription interval. 
• Swap - Allows customers to swap their current product for another. Additionally, you can limit swap options customers have available to specific collections. 
• Delay (pause)  - Delays the customer’s order by assigned interval (Days, Weeks, Months).

Configure Active Churn Recovery

To create an Active Churn Recovery Flow:

Step 1 - Create your flow

1. Click Flows in your merchant portal. 
2. Click the Create New dropdown and choose one of the available Flow types. Update the name of the Flow by clicking the pencil icon next to the title. 
   
3. Click Get started!
4. The Trigger is automatically set to On Cancellation when a customer requests to cancel.
   

Step 2 - Build your flow

Get started building the flow itself after setting up your flow configuration. Use the available flow action nodes to build the flow to your specifications. The standard Active Churn Recovery template is available by default to get you started, in the typical sequential order.

You can add additional Flow nodes, such as an A/B test node, or conditional split node. After adding these nodes to your flow, you can then add additional nodes to further segment your customers. See Flow nodes for additional details.

1. Configure your Exit Survey by selecting an answer from the Survey Answers to configure its response. Click the Offer name dropdown to select your offer and select Apply once you have selected survey answers. 
   
   
   • For example, if you choose to edit the response This is too expensive, you can add a Discount offer from the dropdown and offer an additional 20% off to entice your customers to keep the subscription. 
   • There’s also an option to shuffle survey answers for customers to help avoid bias where customers automatically select the first option shown to them. When this is selected, the response options will display in a different order each time.
2. Select Customize experience to navigate to the Site Builder.
3. Using the Site Builder, control how your offer page looks and customize content to fit your brand. 
   • Stores using the legacy in-app modal version can customize elements of the modal using the Shopify Theme Editor. You can also make HTML or CSS adjustments available in your customer portal settings. Contact Recharge at earlyadopterprogram@rechargeapps.com if you would like to switch to using the landing page.

Step 3 - Save and activate your flow

Save and activate the flow after confirming your Flow is configured correctly:

1. Click Save to save changes and once you’re ready to use the Flow, click Activate Flow.
2. Select Save & activate.
3. Run through the cancelation steps in your customer portal to test the flow.

You can deactivate a flow at any time, but a flow cannot be edited once activated.

Site Builder

The Site Builder is an easy-to-use, robust page editor where you can edit the look and feel of the cancellation survey pages. With the Site Builder you can edit the text displayed on each survey page, customize the style of your pages, and add custom HTML blocks where you can embed custom content such as video messages or gifs. 

Access the Site Builder

To access the Site Builder: 

1. Navigate to Flows in your Recharge merchant portal. 
2. Create a new Active Churn Recovery Flow or click into an existing flow. 
3. In the Exit Survey node, select Customize experience to navigate to the Site Builder. 

Page blocks 

Page blocks allow you to make edits to specific areas of your page. By clicking on a page block (ie. Subscription Details), you can edit the content text and style to fit your brand. Additionally, you can click Add a block to add a custom HTML block. Drag and drop page blocks to display content in the order you want. 

Switch between pages

Switch between the pages you want to customize by using the dropdown at the top of the Site Builder. 

Global styles

You can click on Edit global styles, colors, and layout at the bottom left of the Site Builder to edit the global styles of your pages. 

Save your changes

After you've made changes using the Site Builder, you must save your Flow for the changes to take effect. To save your landing page: 

1. In the Site Builder, click Done.
   
2. The Site Builder will close, then click Apply in the Exit Survey node.
   
3. On your Flow canvas, Save your Flow. 
   

Customer experience

All standard customer portal themes will redirect the customer to a standalone landing page that presents them with a cancellation survey. 

When a customer selects a cancellation reason, the offer specific to the survey answer will display.

In-app modal

A churn survey modal will display in the Affinity customer portal theme to allow customers to select their reason for canceling and possibly select their incentive to be retained.

When a customer selects a cancellation reason, the offer specific to the survey answer will display.

Reports and analytics 

Deep dive your analytics in a reports page designed to reveal comprehensive metrics associated with customer journeys in the cancellation flow. An Activity view allows you to review all customers who interacted with the Exit Survey and export the customer list.

To access your reports and analytics:

1. Navigate to the Flows section in your merchant portal.
2. Under the Your flows section, click the ellipsis for the Active Churn Recovery Flow you have activated and select Reports.

Use the Overview tab to review the Flows Reports page. Filter the data by date, product, and by survey (if you have multiple Active Churn Recovery flows or surveys created). 

Review data such as:

• Save rate: Percentage of customers who accepted an offer, or who abandoned the exit survey without canceling
• Monthly recurring revenue (MRR) saved
• Exit survey responses
• Performance of offers

Select the Activity tab to navigate to the Activity view where you can review information about customers who interacted with the Exit Survey. 

Use the Activity view to review information such as:

• The email and customer ID for customers who canceled
• The date each customer interacted with the Exit Survey 
• The customer's reason for canceling
• The strategy presented to them and the customer's resulting action

The Results column displays the result of the customer's experience participating in the Exit Survey:

• Saved: The customer selected a cancelation reason and claimed an offer (ie. they received a discount code or skipped their next subscription), or the customer selected the "keep subscription" button. 
• Abandoned: The customer accessed the exit survey, but closed it or left the page without taking any action. These are customers who didn't select a cancelation reason, or click the "keep subscription" button.
• Lost: The customer canceled their subscription. 

Limitations

There are some limitations to consider when using Active Churn Recovery flows:

• Active Churn Recovery is compatible with all standard customer portal themes. If your store is using Theme Engine, additional customizations are required. Custom customer portals are not supported.
• Activating an Active Churn Flow will remove your store's existing retention strategies.
• There can only be one active churn recovery flow at a time.
  

FAQs

Will the verbiage in the Exit Survey be translatable?

You can update the verbiage for the exit survey header and subheader directly in the flow configuration and it will not be supported by the general Translation Settings configuration.