MCProHosting: Improving Customer Retention
The image above illustrates my proposed overhaul of our cancellation process, a system I found deeply problematic. The existing procedure required users to navigate a convoluted path:
- Choose a reason from a dropdown menu and elaborate in a textbox.
- Select from two generic offers or proceed with cancellation.
- Opt to pause their server or continue cancelling.
- Finally, confirm their desire to cancel their server.
However, the process was even more flawed. Post-cancellation, an automatic support ticket was generated, leading to our team reaching out with a misleading retention message, lightly implying the service was not yet cancelled. This approach was counterproductive, potentially turning satisfied customers into disgruntled ones. Customers were forced to wade through multiple offers and then seemingly reconfirm cancellation, a tactic that drove many away.
Moreover, the effectiveness of these strategies was unknown due to a lack of testing on the offers presented during cancellation and in the support ticket.
I aimed to rectify this situation. The redesigned process in the image accomplishes two primary objectives:
- Tailoring offers to specific cancellation reasons. For instance, if a client cites lack of time as their reason, offering a discount for the next month is irrelevant. Instead, we could propose pausing their server or a future discount upon their return.
- Streamlining the cancellation process. By consolidating steps, we can efficiently gather the client’s cancellation reason, present appropriate retention offers, and confirm their cancellation on a single page. This simplicity also facilitates A/B testing of offers and monitoring retention rates.
In essence, the philosophy is straightforward: if your service is exceptional, clients will return. Don’t drive them away permanently by making cancellation a burdensome ordeal.