Reduce churn with Cancellation Flows

The Cancellation Flow is designed to reduce active churn by retaining customers who attempt to cancel their subscriptions.

• If no Cancellation Flow is enabled, a customer who decides to cancel a subscription will see a simple “yes/no” confirmation modal.
  
• If there is a Cancellation Flow, you can suggest the customer additional benefits to encourage them to keep their subscription as well as ask them to pass an exit survey. This way, you can:
  • Reduce churn by giving customers alternatives (discounts, plan changes, help options) that make staying attractive.
  • Learn why customers leave through survey responses and optional free-text comments.
  • End on good terms with a clear, respectful process that makes it easy to return later.

This feature is available for clients using Subscription Management 2.0.

• Managers configure the flow in the web admin tool (SCM) at Configure → Churn prevention → Add cancellation flow.
• Customers experience the flow in the Subscription Management Portal.

What customers see

The Cancellation Flow is fully customizable and can be tailored in detail through the web admin tool. To make the following explanations easier to follow, we’ll walk through a generalized example of what a customer would see during the process.

1. For example, the customer has decided to turn off Automatic renewal !
   Cancellation Flow: Step 1.
2. A customizable pop-up appears that can be used to:
   • Highlight what the customer will lose if they cancel (you control the title, subtitle, and list of benefits).
     .
   • Suggests you customer a short exit survey.
     
3. Based on the survey response, you can present different incentives.These are just some of the examples:
   • If they say that the product is too expensive, you can offer a discount.
     .
     If the offer is accepted, the next renewal is processed with the promotional discount and automatic renewal remains enabled.
     .
   • If the customer claims they want to control the payments, you can reinforce the advantages of auto-renewal and let the customer keep automatic renewal or continue to disable it.
     
   • If the product wasn’t the right fit, suggest changing the plan (e.g., product version, term, quantity).
     .
     note

     If no alternatives are configured for your portal, this option won’t be shown.

   • If the customer says they are having technical difficulties, you can provide a direct link to your support.
     
4. If the customer proceeds with the cancellation, they receive a clear confirmation that automatic renewal is disabled. This is also a great time to remind that they can renew it at any time.
   

Configure the flow

To create a new Cancellation Flow, navigate to Configure → Churn Prevention and click the Add Cancellation Flow button.
Here you can:

1. Define basic details fo the Cancellation Flow.
2. Configure the initial pop-up message and the list of subscription benefits.
3. Add and refine the survey options and reactions to the selection.

1. Basic details of the Cancellation Flow

Once, you've clicked the Add Cancellation Flow button, corresponding window will emerge. The first tab is General Settings:

• Select the name for your Cancellation Flow. It will be used in the web admin tool to refer to this flow.
• Optionally, select the regions to target; by default each flow is applied globally.
  
• Move on to the next tab or click Save and Close any time to persist your progress.

2. Configure the initial message

In the Automatic Renewal Benefits tab, define what customers see the moment they try to turn off auto-renewal. You can add:

• Title and Subtitle (shown at the top of the modal).
• Benefits list: add 3–7 concise bullets describing what customers would lose after cancellation.
• Preview updates in real time so you can validate copy length and layout.
  

Configure the Survey

In the Survey Options tab. create one or more survey options. For each option, you need to define:

• The text displayed in the survey: Enter the text such as "It's too expensive", "I'm having technical issues", etc. in the Survey Option field.
• Allow customer comment: Enable the toggle to add a free-text field.
• Define a Response type: Decide what happens after the customer selects a specific option. Comprehensive set of options is described in the subsection below.
• Include a Reporting Key for analytics.
  note

  Reporting keys identify each survey option in the Cancellation Flow report. Use a unique key per option to keep analytics clear (the key is not language-specific).

Response types and their settings

The following response types are available:

• Coupon Code: Offer a discount to stay. To set up a code:

  • Provide the promotion coupon: Click the + icon and select a coupon from the grid in the Cart-level Promotions screen.
  • Customize Title, Header, and Description.
    

• Highlight Benefits: Remind customers why auto-renewal helps. While you can adjust the title and header, the list of benefits is not editable from here.
  .
  This modal will reuse the benefits list configured in step 2. If needed, you can always return to the previous tab and update the section.
  

• Contact Support: Offer help. Provide the text and your support destination (URL or email).
  

• Change Plan: Redirect to screen where the customer can manually update the subscription details. You can customize the copy; the button sends customers to your manual renewal page with preconfigured upgrade/downgrade options.
  

• None: No incentive modal: Auto-renewal is disabled immediately when the option is chosen.

Finalize the set-up

Click Save and Close to publish your configuration. You can return any time to edit benefits, survey options, response types, regions, or languages.

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