Customer Retention Journey

When customers access the portal to manage their subscriptions and initiate a cancellation, they can now encounter an enhanced experience. This entails being prompted with queries to gather insights into their cancellation motives, which are recorded in Salesforce. Additionally, customers may receive retention offers aimed at persuading them to retain their subscriptions. Despite these prompts, customers retain the option to proceed with the cancellation if desired.

To transition from the conventional cancellation process to a retention-focused journey, adhere to the following steps:

Initiate the creation of a Retention Journey by navigating to

• Subscribe > Segments > Add Journey

Assign a name to the segment and designate it as a Retention type. Locate the segment in the list and access it by clicking Actions > View.

Establish a category to accommodate the promotional product(s).

Introduce new products into the system. For discount rate plans, ensure to select "Bundle" as the product type. This allows for the customization of Discount Percentage or Discount Fixed Amount, if necessary. Opt for a retention product template from the provided dropdown list.

Note that retention product HTML differs from other product HTML and is not interchangeable. A default retention product HTML template is provided for customization.

To create additional templates, proceed to:

• Templates > All Templates > Add Template

Specify a name for the template and select "Retention Offer" from the system templates dropdown list. Ensure to activate the template and mark it as "Retention Segments Only" for it to appear in the dropdown list for Product HTML on the segment product.

Configure steps for the pages customers should navigate through if they opt against canceling. In the event of cancellation, the default cancellation process, devoid of additional steps, will be executed.

At minimum, the journey necessitates a Category (product) step and a Confirmation & Details step. Optionally, Content steps can be included to incorporate questions or information before the customer finalizes their decision.

Integrate Salesforce to gather customer insights by configuring a "Why are You Canceling?" step. This page prompts customers to specify their reasons for cancellation and presents a custom picklist of options sourced from Salesforce. The chosen response is then populated on the customer's account in Salesforce upon completion of this step, irrespective of their cancellation decision.

In the journey configurations for Cancellation, two optional fields are available: Retention Answer Custom Field (Picklist Value) and Retention Answer Custom Field (Other Value). These fields enable the integration of custom Account-level fields from Salesforce. The former is designed for picklist-type fields, while the latter accommodates open-text type fields.

Enable this feature for specific customer cohorts by navigating to:

Users > Profiles > select the desired profile > Actions > Edit > Configurations Tab > Journey

Choose a retention journey from the dropdown list. If no retention journey is designated, cancellations will proceed as usual. If both a retention journey and a cancellation journey are specified, the retention journey takes precedence, followed by the cancellation journey after the retention journey is utilized.

A strict limit of one successful retention promotion checkout per customer account is enforced. Customers can access the retention journey multiple times across subscriptions, but once they opt for the promotional product and update their subscription, they will not encounter the retention journey again, only straightforward cancellations.