Most companies spend a lot of time thinking about the sales and marketing process, the customer onboarding process, and the larger customer experience. But very few think strategically about when a customer wants to cancel or otherwise “break up” with them.
This is sometimes called “offboarding,” and you should definitely be measuring how often it happens by looking at customer experience metrics like retention rate or its inverse, churn rate.
Customers wanting to cancel is just part of doing business. They may have any number of reasons… CONTINUE READING