Cancel Flow Best Practices Guide

Outline:

• Overview
• Action list
• Common cancellation reasons
• Additional cancellation reasons for inspiration
• Conditional cancel flow logic explained
• Setup Tutorial

Overview

The purpose of this article is to assist with setting up Skio's Cancel Flows. This exciting feature has been designed to reduce churn, increase retention and optimize the overall UX when it comes to cancellation intent. We will cover use cases and settings you can use/implement to help prevent cancellations and keep your customers subscribed.

Action list

1. Skip Next Order
2. Change Next Order Date
3. Edit Shipping Frequency
4. Swap Products
5. Offer Discount
6. Offer Gift
7. Contact Support
8. No Action
9. Pause
10. Delay
11. Misc. Link

Common Cancellation Reasons

1. I have too much product
   Rebuttal 1
   Message: Did you know you can skip/delay/pause your order?
   Conditions: N/A
   Recommended action(s):
   
   1. Skip
   2. Change next order date
   3. Delay
   4. Pause
2. I didn't like the taste/flavor
   Rebuttal 1
   Message: Would you like to try another product?
   Conditions: N/A
   Recommended action: Swap
3. Product is too expensive
   Rebuttal 1
   Message: Would you like a discount?
   Conditions: N/A
   Recommended action: Discount
   *explained in the conditional cancel flow section further below
4. I receive my product(s) too often
   Rebuttal 1
   Message: Would you like to change the order frequency?
   Conditions: N/A
   Recommended action: Change delivery frequency
5. Taking a break
   Rebuttal 1
   Message: Would you like to change your next order date or pause your subscription?
   Conditions: N/A
   Recommended action:
   1. Change next order date
   2. Temporary Pause
6. Other
   The "other" options is designed to allow the user (or customer service rep processing the cancellation) to input the reason for which the customer is cancelling in an empty field.

Additional Cancellation Reasons For Inspiration

1. I had an issue with my delivery
   Consider asking the customer reach out to your customer service team. You could insert your customer service phone number or contact email in the rebuttal.
2. I found the same product at a competitor for cheaper
   Consider offering a discount or asking the customer to reach out to your customer service team for a special discount. (This could be a great way to collect info about your competitors from your customers)
3. I am not seeing the value in this product
   Consider speaking to your product value proposition and highlighting quality factors.
   For e.g: you could indicate that your product is made with high quality ingredients and that it'’s ethically sourced.
4. I’m a bit tight on funds right now
   Consider offering a discount. You could leverage conditions to offer various discount tiers so that you're giving the right discount amount to subscribers based on the amount of cycles they completed.
5. I wanted a one-time purchase
   This reason is pretty self-explanatory. If customers are accidentally subscribing instead of making one-time purchases, this could warrant a design review for your product page.
6. My order was not shipped to me fast enough
   Consider offering to make things right by offering a discount.
7. I no longer use this product
   Consider offering the customer to try another product and set up the an action for a product swap
8. I found a different product that better suits my needs
   If you notice an increase of customers selecting this cancellation reason, it might be worth sending our product surveys or asking for a net promotor score within the customer journey for your store so you can learn on where the product can improve.

Conditions

There are many conditions you can apply to your treatments, but these are the most commonly used ones.

Condition options

Not Sure Where to Start?

We've gone ahead and built out a default Cancel Flow that implements multiple features available to you.

• You can create a multi-step treatment flow to provide unique value for each Cancel Flow treatment. You may want to offer more cost-effective solutions at first before you offer a "last resort" solution. 

• Add sub-reasons to your reasons to gather more information on why a customer is cancelling and create more paths of treatments that are applicable to those sub-reasons.