Scope of Work: Subscription Cancellation & Retention Workflows

1. Discovery & Audit

• Review client’s current subscription lifecycle and cancellation process.
• Analyze churn rates, customer behavior patterns, and retention KPIs.
• Audit CRM, billing system, and marketing automation tools.
• Identify opportunities to recover at-risk subscriptions.

2. Strategy & Planning

• Define retention goals (reduce churn, extend lifetime value, increase engagement).
• Segment customers based on subscription type, tenure, usage patterns, and value.
• Determine communication channels: email, SMS, in-app messages, push notifications.
• Plan timing for retention interventions (pre-cancellation, during cancellation, post-cancellation).

3. Workflow Design

• Pre-Cancellation Flow:
  • Identify at-risk customers via engagement, usage, or payment alerts.
  • Send automated reminders, product tips, or feature highlights.
  • Offer personalized incentives to encourage retention (discounts, upgrades, loyalty perks).
• Cancellation Flow:
  • Capture reason for cancellation through forms or surveys.
  • Trigger retention offers based on reason and customer segment.
  • Log feedback in CRM for analysis.
• Post-Cancellation Flow:
  • Send follow-up emails to re-engage canceled customers.
  • Offer targeted campaigns to win back subscriptions.
  • Track re-subscription behavior for continuous optimization.

4. Implementation

• Build workflows in CRM or marketing automation platform (HubSpot, Salesforce, Klaviyo, ActiveCampaign).
• Configure triggers, delays, and conditional logic for segmentation and personalization.
• Create branded templates for retention emails, SMS, and in-app messaging.
• Integrate with billing and subscription management system to sync cancellation data.

5. Optimization

• Test messaging, timing, and incentive offers using A/B testing.
• Analyze performance to refine triggers and segmentation.
• Align workflows with customer lifecycle stages and loyalty programs.
• Monitor success metrics and continuously improve retention strategies.

6. Testing & QA

• Test workflow triggers for various cancellation scenarios.
• Validate personalized messages and dynamic content.
• Ensure CRM and billing systems sync correctly.
• Verify reporting accuracy and data capture.

7. Reporting

• Track metrics including:
  • Cancellation rate
  • Retention rate
  • Re-subscription rate
  • Revenue saved through retention campaigns
  • Feedback trends and reasons for cancellation
• Provide dashboards for management and customer success teams.

8. Ongoing Monitoring & Support

• Monitor workflow performance and optimize triggers and messaging.
• Update workflows for new subscription plans or promotions.
• Conduct periodic analysis of churn drivers and retention effectiveness.
• Provide training and enablement for customer success teams.

Value Delivered

• Reduced subscription churn and improved customer lifetime value.
• Automated, scalable retention strategy that works in real-time.
• Data-driven insights into why customers cancel and how to retain them.
• Enhanced customer experience with timely, relevant retention communications.
• Increased revenue through recovered and re-engaged subscriptions.