Overview:

SaaS/subscription services are always inundated with account downgrade, cancellation or account been paused. Reason vary basis business model or customer specific reasons. User might choose to downgrade his account of opt out of the programme. As soon as he does this, there should be a communication made and user attributes should be updated immediately to avoid any confusion later.
Timely and personalised communication to get feedback on the reason for account cancellation is critical to minimise churn.
 

Product managers can take cues on -

• how to improve product offering to make it more sticky.
• ​how to improve product communication for better onboarding
• how to price the product right or even tweak the existing pricing plan
• how to priotise the product roadmap based on churn user's requirements

​Marketing managers can take cues on -

• how to position the product/service better for better targeting
• how to promote the product with right set of use-cases that churn customers asked for.

Churned users are not always bad customers. May be businesses need to learn how to listen them well.​

Industry:
B2B/Subscription services/SaaS business

Use Case:

Automated feedback workflow on account downgrade or payment pause.

Events:

account_downgraded

acc_downgraded

​WebEngage.Track(‘acc_downgraded’, {

/*string*/
“Email” : dummy@dummy.com,
“Name” : Dummy,
“Contact” : 123456,
“Industry” : e commerce,
“Acc_created Date” : 12/12/17,
“Acc_created time” : 16:00
“Last login date” : 16/12/17
“Last login time” : 14:00
“Country” : India
“Current Plan” : 
“Page URL” : 
“Delete date” : 
“Delete time” :
“Acquisition source” : 
“Account no” : 
“Last plan” : 
/*Number*/
“MAU” : 50000,
“Phone number” : 9842657921
“Number of sessions” : 6
“Lead score” : 
“New MRR” : 

/*Boolean*/
“Reachable on phone” : 1
“Reachable on email” : 1
“Newsletter subscribed” : 1
“Account_verified” : 1

})

Step-by-step explanation:

1. Journey is triggered for the user when he/she either deletes an accounts or downgrades it.

2. Workflow triggers a personalised email with details on account's details.

3. User attributes (like plan type, MRR) are updated for the user's account.

4. End the journey for this user

Pro-tip:

• You may trigger message via any other channel like SMS, Browser Push, Mobile Push etc. depending on the business needs.
• For selected clients, an outbound call patching to Call center can be initiated to help get real time feedback and possible churn prevention

Need help with activating this journey? Drop a mail at support@webengage.com with your query.