How RetentionEngine Works
  • Updated on 10 Jul 2020
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How RetentionEngine Works

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Use this collection of Getting Started docs to become acquainted with the different parts of RetentionEngine. This first article gives a brief introduction to how the core parts RetentionEngine work to save your customers. The following Getting Started articles  dive a bit deeper into each part and how to quickly implement your cancel flow.

How It Works

Customers are redirected to RetentionEngine when they request to cancel their account, for example, by clicking the cancel button on your website. The customer experience can be thought of in the four parts.

  1. The Exit Survey
  2. Cancel Resolution
  3. Pause Options
  4. Cancel Confirmation

The order is static. So, customers will always be shown the parts in that order, unless it is illogical to show the customer a particular part or they choose to not cancel and exit the RetentionEngine. More on customer states and restrictions for each part will be covered in the respective pages.

Experience Initiated

An experience is initiated when a customer clicks the cancel button on your website. When the experience is initiated, we store some context in the experience receipt that can either be used by some of the automation logic, or for later use on the analytics page. We also build up some context while the automation is running. 

Exit Survey

The default header for this is "Why do you want to cancel your account?", but this text can be edited. This is a place for you to collect insight into why customers cancel. This also segments customers for Cancel Resolutions & Win-back efforts. Customers can choose one choice from the available responses or choose "other". If the customer selects "other", they will be prompted with a text box that requires a response to continue.

Currently, we support one single-choice exit survey question. Does this exit survey not fit your needs/wants? Fill out our feature request form and receive product updates!

Cancel Resolutions

A customer is only shown one Cancel Resolution. Our algorithm will predict the best Cancel Resolution to show a customer based on customer properties and the customer's response to the Exit Survey. The four Cancel Resolution types are discount, relevant information, gift, and contact support. 

  • Relevant Information: This is a piece of information that you think would be helpful for your customers to know (e.g. "Did you know we have __ feature coming out next month?"). You can optionally include a link if you think it will be helpful to convince your customers to stay. 
  • Discount: This is either a flat rate or a percentage discount that gets applied to your customer's next bill. Depending on your billing integration, you may have access to only the flat rate or percentage discount. 
  • Contact Support: This will show your customer either a phone number or email address that they can contact in order to have an issue resolved. 
  • Gift: This offer will allow the customer to select whether they want a gift. If the customer selects the gift, you will be notified via email to fulfill the request. 

This part of the RetentionEngine is the most complex. So, we have created a complete series to talk about Cancel Resolutions.

Pause Options

We currently support 1-month, 2-month and 3-month pause options. You can choose which pause options to activate. All active pauses will be shown to the customer on the same screen. If a customer selects one of these options, we change the next charge date for the upcoming order. 


Cancel Confirmation

The default for this screen simply says “Are you sure you’re ready to say goodbye?”, but this can be edited. The customer can either select “Continue to cancel” or “Go back”. If the customer selects "Continue to cancel", their account will be canceled.

Reporting

Keep track of why customers are leaving and what resolutions are effective at retaining them. 

Coming soon - filtering by customer segments.

For more details on the analytics in RetentionEngine, click here.

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