Feeling anxious about your involuntary churn?
You're not alone—nobody likes to see their customers quietly slipping away.
This article outlines key areas to address when your Churn Buster "Lost" list starts growing beyond your comfort level.
Lay a strong foundation
A strong foundation ensures no customers fall through the cracks unnoticed. Below are ideas to make sure this process is as leakproof as possible:
- Check for opens. Click into lost campaigns and see if at least one email has been opened. This indicates that notifications are being seen and ignored, versus there being a deliverability issue.
- Check for active cancellations. Click into lost campaigns and see if they are being ended early. This indicates an active cancellation, often triggered on an account page or by request to the customer service team.
- Follow up. Consider reaching out to a few customers personally, to gain more insight into why they are opting not to renew the subscription.
- Review email templates. Make sure at least one of your emails explains what the customer will *lose* by allowing their subscription to expire. After successfully delivering to the inbox (Churn Buster delivery rates are extremely high), this is often the highest impact element of a dunning email. While a marketing email encourages a prospect to opt-in in order to gain something your company offers, a dunning email reminds customers about what they'll miss out on by not renewing and encourages them to not opt-out.
From the customer's vantage point, look backward to all of the experiences they have had prior to the moment of payment failure. Refining the "upstream" experiences leads to high-impact retention gains that will show up in Churn Buster in months to come.
Here are some questions to evaluate the overall customer experience you are crafting for your customers:
- Are you setting the right expectations upon signup (and before) that provide congruency and consistency throughout the customer lifecycle?
- How do you build value in the first 30 days of a subscription?
- What pre-defined moments provide an opportunity to continue building a relationship with the customer after the first month or two?
Passive churn is a grim reality for the subscription model. With a strong foundation in place and a focus on the overall customer experience, you can keep churn to an absolute minimum.
- Playing for Keeps — the Churn Buster retention podcast
- Retention Bites — our weekly newsletter with bite-sized tips and tactics
- What’s Up With Your Passive Churn? 10 Factors that Impact Customer Retention When Payments Fail