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.
- Recharge Checkout on Shopify
- Shopify Checkout Integration
Before you start
- This feature is in Early Adopter status. To request access to this feature, fill out the Active Churn Recovery interest form. For more information on the Early Adopter Program, previously known as the Recharge Beta Program, see Early Adopter Program.
Active Churn Recovery is compatible with all customer portal themes. See Customer experience for information on the differences per theme.
- There are some limitations to consider when using Active Churn Recovery:
- 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.
- Multi-currency is not currently supported, but we are actively working towards compatibility.
- Once a customer has accepted an offer from the churn survey, there is not a way to see that the discount was applied from an active churn flow.
- Customers will only be able to view and accept the first offer presented to them within each survey instance. If they click back to the survey after viewing an offer and select a different reason, customers will continue to see the first offer presented to them.
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.
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.
- Delay (pause) - Delays the customer’s order by assigned interval (Days, Weeks, Months).
Configure Active Churn Recovery
To create an Active Churn Recovery Flow:
- Click Flows in your merchant portal.
- Click the Create New dropdown and choose one of the available Flow types. Optionally update the name of the Flow by clicking the pencil icon next to the title.
- Click Get started!
- The Trigger will be set to On Cancellation when a customer requests to cancel.
- 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.
- Click Save to save changes and once you’re ready to use the Flow, click Activate Flow.
- Flows can be deactivated at any time but cannot be edited once activated.
- There can only be one activated Active Churn Recovery Flow at one time.
- Select Save & Activate.
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:
- Navigate to the Flows section in your merchant portal.
- 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, which provides 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.
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.
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