Churn refers to the regular loss of customers that any subscription-based service will face and is measured by “churn rate”–the percentage of customers or revenue lost due to cancellations over a period of time. Read more

Churn comes in two forms: voluntary and involuntary. Focusing on just one type of churn is like fighting half the battle. When you approach the problem from both angles you should see very significant churn reduction. Read more

Is your offboarding process leaving customers with a bad taste in their mouth? According to the “peak-end” rule, an individual’s emotional state at the end of an experience colors their perception of the experience as a whole, meaning a bad cancellation process can undermine a customer’s perception of your product, while a great final impression can wash away a lot of negativity. Read more

We’ve all experienced the displeasure of having to make a phone call to cancel a service. Many businesses put up this kind of barrier in efforts to reduce churn, but this approach is short-sighted. Not only will roadblocks to cancellation fail to reduce churn, these efforts will put a bad taste in your customer’s mouth. Here are the top reasons you should allow your customers to cancel directly from your product. Read more

Despite all of your efforts to prevent churn, some customers will ultimately cancel their subscriptions. The good news is you can reacquire customers through strong win-back campaigns. A win-back campaign is a sequence of targeted messages that attempt to reactivate past customers, and using the information gathered from customer exit surveys will improve the efficacy of your efforts. Read more