Customer cancellation and retention strategies

You can present a list of customized cancellation options when a customer chooses to cancel. To reduce churn, you can also provide incentives to encourage customers to remain subscribed. This guide provides an overview of the Customer Retention Strategy feature, how to create and manage cancellation reasons, and how to create incentive options for your customers.

Demystifying Customer Churn

Enable Customer Retention Strategies for your customers

1. Select Storefront in the merchant portal and select Customer Portal.
2. Within the Subscription Cancellation section, toggle Allow subscriber to cancel in their customer portal.
3. In the Customer cancellation email contact field, indicate the email address customer needs to contact for cancellation. If this option is toggled to allow, you can also specify how many charges must be processed before a customer is given the ability to cancel. The default for this is set to “No restriction”. You can change this setting to require minimum charges for cancellation, provided you accept the responsibility for legal compliance via the pop-up warning.
4. In the Cancellation and customer retention section, add cancellation reasons using the Add reason for cancellation button. You can modify existing cancellation reasons by clicking the name of any reason listed. The default for customer retention strategies is that they are optional to choose one.  

Pause subscriptions

The pause subscription feature allows customers to choose the option to pause their subscription when attempting to cancel their subscription in the customer portal. This feature also gives merchants control over the pause interval options.

This feature lives within the cancellation flow. When enabled, if a customer chooses Cancel Subscription in the customer portal, a prompt appears, offering the option to Pause Subscription instead. From the prompt, the customer chooses to either pause or cancel their subscription.

Refer to Pause, cancel, or delete a subscription for more information.

Manage Customer Retention Strategies

By default, customers are only given the option to provide a cancellation reason, but is it not mandatory. You can toggle this feature on or off. 

When toggled on - Customers are given the option to provide a cancellation reason.

When toggled off - Customers must provide a cancellation reason.  

Once you have toggled on the feature, you can begin creating cancellation reasons and incentives.

1. Click the Add reason for cancellation button. 
2. Enter your cancellation reason. You can choose to provide a customized response and add an incentive for the customer to continue the subscription. 
3. Click Save.

Once your cancellation reason is created, you can modify cancellation reasons at any time by clicking on them. To delete a cancellation reason, click the trash bin icon.

Offer incentives

When setting up a cancellation reason, you can select the radio button to Offer an incentive for customer to continue subscription to create a call-to-action. Customers are presented with an incentive option when they attempt to cancel their subscription.

Apply discount

If a customer selects a cancellation with a discount option, a discount code will be offered to the customer. If they choose to apply the discount code, it will be applied to their next order.

To set up an Apply discount call-to-action.

1. Create a discount code in Recharge. 
2. In your merchant portal, click on Storefront and select Customer Portal. Access the Cancellation and customer retention section.
3. Click any of the existing cancellation reasons, or click Add reason for cancellation to create a new one. 
4. Click the radio button to Offer an incentive and click Apply discount. Enter the discount code in the Discount code field.
5. Click Save.

Once the customer has accepted the discount and it’s applied to their account, the discount code will override any discount currently applied to the subscription. Additionally, the incentive discount code will be visible to the customer in the customer portal. You can create a specific incentive discount code and configure this code to only apply to the next charge.

Skip Next Charge

The Skip Next Charge incentive is useful when customers are canceling because they have too many products. This incentive works like the skip option on the Delivery Schedule page by allowing customers to skip their next order date.

To create a Skip next charge call-to-action:

1. In your merchant portal, click on Storefront and select Customer Portal. Access the Cancellation and customer retention section.
2. Click any of the existing cancellation reasons, or click Add reason for cancellation to create a new one. 
3. Select the Skip next charge radio button.
4. Click Save.

Delay subscription

Another option for when a customer has too much product or will be away is to set up a subscription delay. This incentive uses the frequency from the product's subscription rule to offer delay options to the customer.

To create a Delay subscription call-to-action:

1. In your merchant portal, click on Storefront and select Customer Portal. Access the Cancellation and customer retention section.
2. Click any of the existing cancellation reasons, or click Add reason for cancellation to create a new one. 
3. Select the Delay subscription radio button.
4. Click Save.

Swap product

The Swap product incentive works the same as the Swap link in the customer portal. It allows customers to choose a new product and stay subscribed instead of canceling.

To set up a Swap product call-to-action:

1. In your merchant portal, click on Storefront and select Customer Portal. Access the Cancellation and customer retention section.
2. Click any of the existing cancellation reasons, or click Add reason for cancellation to create a new one. 
3. Select the Swap product radio button.
4. Click Save.

No incentive

On Novum, if no retention incentive is offered, a comment box will be displayed along with a custom message. The custom message allows 255 maximum characters. If the customer uses more than the maximum number of characters, an error message will appear.

View the cancellation reasons

Customers are presented with cancellation reasons after selecting Cancel subscription. To require cancellation reasons from your subscriber, toggle off Make cancellation reasons optional.

Analyze your data

Download the Subscription - Cancelled report to view customer cancellation reasons.

1. In your merchant portal, click Exports. 
2. Select Create export.
3. Choose Subscription - Cancelled from the drop-down menu.
4. Name your export and add the email address for where you want to receive the export. 
5. Select Create export.

The export will be emailed to you when created. You can also go back to the Export page to download a copy of the export you created. Select the download icon under Actions.

FAQ

Can I reorder my cancellation reasons?

No, cancellation reasons cannot be reordered. You will need to delete and recreate the cancellation reasons in the desired order.

Can I prevent customers from canceling before a certain number of charges?

Yes, you can enable this in your customer portal settings in Recharge. 

1. In your merchant portal, click on Storefront and select Customer Portal.
2. Within the Subscription Cancellation section, select the number of charges that you want to allow a customer to cancel after.
3. Click Save. 

Where can I learn more about managing customer support for subscribers as a Recharge merchant?

Check out this video.