What’s Your Offboarding Process Like?

 September 22, 2020      Vanessa Niragira

Either you’ve given this too much thought or none at all… both of which are bad, in case you were wondering. 

Let us explain, in the obtaining process your brand does its best to make sure your consumer is comfortable and happy. The same goes for the retention stage, but in the final stage, you want to ensure that even though they’re cutting ties with your brand they still see you in a positive light. 

Initially, as long as you offer some sort of incentive that appeals to the consumer it’s easy to get them on board. Once you’ve got the customer, promotions and great customer service are key. 

But what about when they’re ready to go? Of course, this isn’t ideal, but it happens.
When it does happen you need to make sure to keep the customer feeling happy (as happy as they can be while canceling something) and comfortable because they can change their mind! Let’s go through a little checklist to make sure you’ve gotten the hang of offboarding! 

  • Is your unsubscribe/cancel button visible? (this is legally important as well)
  • Do you have a small process to collect data on the cancellation? 
  • Do you have a follow-up email (potentially with an offer) ready to win them back? 

Visible Button  

With regards to any form of cancellation, whether it’s being done through email, on your website, on the phone, or in-person there must be a clear and easy way to complete the action. For example, the button must be visible with clear instructions on how to do so. 

Cancellation Data 

Remember not to overwhelm or annoy people when collecting information, you really just need to know why they are leaving. No need to ask for their information as you should already have access to that, just find out why it is they’re leaving and keep that for your reports. 

Follow-up email 

Of course, this needs to be timed out according to the type of services you provide, how long they were with your brand, and why they left. This is something you’ll need to do on your own, but based on those facts you’ll want to customize a follow-up for that person that will entice them to come back to your brand. 

Let’s take a look at off-boarding gone wrong for a moment (experience the Dave banking account cancellation below). 

Think you’ve got the hang of this? To learn how to keep your consumers happy read Customer Retention Tips. Or, take a look at Customer Experience Strategies to find and keep some new ones.

Vanessa Niragira, Oakville, Ontario, Sept 2020

Additional Information

https://cxl.com/blog/offboarding/?MessageRunDetailID=3277438531&PostID=19106258&utm_medium=email&utm_source=rasa_io 

https://twitter.com/siong1987/status/1278982695805042689

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