The Retention Remedy: How Churn Data Can Help Prioritize Customer Experience

Jane is an online platform for health and wellness providers to run their practices. It offers tools for scheduling, charting, patient information, and billing, all packaged in a user-friendly interface. Jane serves a diverse community of approximately 140,000 professionals, including physical therapists, chiropractors, counselors, medical aestheticians, and more.

Problem: Understanding Why Customers Are Leaving

Jane faced the challenge of learning from customer churn and sharing insights across teams to drive action. For Jane, churn fell into two categories: regrettable churn– customers leaving due to missing features, onboarding difficulties, or pricing misalignment– and non-regrettable churn– customers leaving for reasons beyond Jane’s control, like retirement or business direction changes.

Before adopting Chargebee Retention, Jane used a manual process using Google Forms to capture customer feedback during cancellations. This method was labor-intensive and did not provide actionable insights across the company.

Before implementing Chargebee, we invested significant human resources into our cancellation process without being able to easily use the valuable, actionable insights that could help us improve for our current and future customers.

Michelle Weatherby, Product Marketing Manager, Jane

Solution: Better Insights for Improving Customer Experience

Recognizing the need for a more efficient and insightful approach, Jane turned to Chargebee.

With Chargebee Retention, Jane automated data collection, making gathering and analyzing churn data significantly more manageable. This shift freed up valuable human resources and provided actionable insights that could be shared across the company to be used to positively impact customer experience and retention.

The Jane team created a Slack channel as a central hub for monitoring churn data using cancellation insights provided by customers via Chargebee Retention. This visibility into churn data enabled Jane to learn more about its customers, experiment with retention offers that would be more meaningful for them, and understand areas of the product that required more attention. Each department could now use specific churn feedback to drive its initiatives, including product development, onboarding improvements, or competitive analysis. The entire organization benefits from customer feedback.

Results: Personalized Experiences Create Lasting Impressions

Michelle emphasized the importance of having a positive last impression with their customers, stating, "With Chargebee, we've been able to create a better final touchpoint for our customers. We strive for delight at every stage of their relationship with us, including when folks are leaving.” A customer who cancels may return when their needs change or may share their experiences with others, so every touchpoint matters.

Jane leverages Chargebee Retention’s no-code cancel pages to personalize and improve the cancel page experience based on specific churn reasons. For instance, customers struggling with onboarding receive an offer for a free month and a consultation call to help them get started. At the same time, those who find the price too high might be reminded of a lower-cost plan option or offered a temporary discount as they work to build their business.

This tailored approach has yielded impressive results. Jane achieved 11% acceptance for one-month credit, 9% for setup consultations, and 13% for pricing discounts, with conversion rates ranging from 60% to 75%.

Beyond the numbers, Jane also focuses on creating a positive final touchpoint with customers, even if they leave for unavoidable reasons. Michelle talks about celebrating milestones with their customers, “We want to celebrate the big moment in their lives, even if that means they’re leaving us. So if someone is canceling their account to take a paternity leave, we might send a Jane-branded baby onesie, or if they’re retiring, congratulation flowers.” Jane has seen how building a strong sense of community through small moments benefits their customers, products, and business.

Chargebee Retention: A Healthier Approach to Retention

By implementing Chargebee Retention, adopting a data-driven approach to customer retention, and scaling its personalized touchpoints, Jane saw improvements in customer retention. Its save rate increased from 10% to 16%, translating into two full business days per quarter worth of new signups.

In addition, Jane's cross-collaborative efforts and personalized touchpoints increased customer satisfaction and loyalty, positively spreading word-of-mouth referrals.

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