Marketer Crew - ⚡ MC - Optimize Customer Offboarding

Welcome to today's Marketer Crew edition!

Optimize your customer offboarding flow 

Insight from ProfitWell

Some companies make customers jump through hoops to cancel their subscriptions.

Instead of offering easy, online cancellation, they force customers to cancel by phone during business hours. Or if they do offer an online cancellation option, they make it difficult to find. But these tactics are unethical and, in some cases, even illegal.

You should make it easy and straightforward for customers to cancel your service. Remove the friction.

Customers aren’t necessarily lost forever when they cancel. Some might return at a later time. Others might reconsider and decide to stay. Whatever the case, a smooth offboarding flow should accomplish two things:

• Allow customers to leave, easily, on a positive note.
• Without adding friction to the cancellation process, entice users to stick around.

Here are five tips for creating a smoother offboarding experience:

• Make cancellation as easy as the method used to buy or sign up. If customers can sign up easily online, they should also be able to cancel easily online. Simple as that.
• Remind users of your product’s key benefits. You can for example reiterate the features users will miss out on by canceling, or compare the free and pro plans. 
• Give users an option to pause their subscription or skip a month. Sometimes the reason customers want to leave is a matter of timing, or something else outside of your control. By offering the ability to pause or temporarily deactivate their accounts, you can stop customers from leaving altogether. And if you note that you’ll save their data, there’s a better chance they’ll return later on.
• Include a “salvage” offer to retain customers. If you sell a subscription, offer a discount to renew customers’ contracts. Or, depending on your product, offer users an extension of their trial (e.g., for another 60 days) or the ability to swap out a product for another one. Just be sure to present your salvage offer alongside your cancellation option—you don’t want customers to feel cornered.
• Make it easy to identify the cause of cancellation. Set up a quick, one-question survey with options like “Too expensive,” “Technical issues,” or “Switching to another product.” Include an optional field where users can add any comments. Don’t ask for a phone call to collect feedback—it can feel like a burden and further sour unhappy customer experiences.

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