In collaboration with Capturi's customers, Lise Gøttsche has developed a proposal for the ideal retention dialog that is based on curiosity rather than persuasion.
Customers who are considering canceling their subscription often express themselves in a defensive way. To give both you and the customer the best start to the dialogue, it is a good idea to start the conversation calmly. You can do this by speaking slowly and clearly, and by not allowing yourself to be stressed by the customer.
You should always validate the customer in your system early in the conversation by asking for his basic information. This opens up an opportunity for further dialog while you look him up in the system. While entering the information into your system, you can ask in-depth questions about his needs.
When you identify your customer's needs, it is important that you do so in a curious way to avoid making them feel like they are being questioned.
For example, you can take the opportunity to ask how they have used their subscription and what kind of value they have gained from it.
When talking to the customer, it is important that you personalize all conversations. You can do this, for example, by saying: "We're sorry to lose you as a customer" or "I see that you've been a customer for a long time. That’s why we're very sorry that you're thinking about canceling your subscription".
As the conversation draws to a close, it is important that you use the information the customer has given you during the conversation to present your best offer.
You now have a good idea of the type of customer you are dealing with and what their needs are. You can use this knowledge to provide tailor-made offers.
In cases where you fail to retain customers, it is important that they make sure that customers benefit from the subscription before it expires.
Ending the dialogue in this way can help the customer to keep your product in mind if they want a similar service again. And secondly, it can help turn customers into ambassadors.
