How We Made It Easy to Quit But Tempting to Stay
Overview of this campaign
The main objective of the project was to keep customers from churning. It resultet in a new "My subscription" page and a brand new online anti churn process.
“My subscription” was developed to engage, retain and excite customers by visualizing the value proposition of the subscription. This solution has become a destination for all subscribers with information about their product, including administration such as family sharing and stop, pause and change subscription. An essential part of "My subscription" is the new "anti churn"-process.
The main objective with the “anti churn” solution is to keep the customers from churning in a customer friendly manner. That is a tricky balance as customer satisfaction and business profitability not necessarily correlate. Our focus was therefore to execute customer service by having a digital conversation during the stop process - hence reduce churn.
The new solution is easily administrated and scalable. It has great potential for personalized content which in turn will increase engagement even more.
Only three months after launch the results are great.
Results for this campaign
Results three months after launch:
29 % increase: The share of customers that do not end their subscription after entering the "change subscription flow" (administration page) has increased from 35 % to 45 % in 3 months.
50 % increase: The share of customers who do not end their subscription after entering the stop process has increased from 20% to 30 % in three months.
27 % of the subscribers make other actions than changing their subscription at the new “My subscription” page. This implies that this solution has fulfilled a customer need for more information about the product.
User tests concludes that the new administration is customer friendly and the design provides a positive attitude.