{"id":19889,"date":"2019-03-25T17:14:53","date_gmt":"2019-03-25T17:14:53","guid":{"rendered":"https:\/\/www.intercom.com\/blog\/?p=19889"},"modified":"2020-07-30T12:54:42","modified_gmt":"2020-07-30T11:54:42","slug":"designing-user-offboarding","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/designing-user-offboarding\/","title":{"rendered":"How to learn from churn \u2013 designing good user offboarding"},"content":{"rendered":"<p>We\u2019ve all signed up for a product only to realize a few months later that it didn\u2019t quite fit our needs. Think about that gym membership you bought in January you\u2019re still paying for even though the last time you went to the gym was in early February.<\/p>\n<p>We remember how easy it was to sign up for the one week free trial on the gym\u2019s website. But to actually cancel, you have to find a phone number, wait on hold, give your membership number and finally pay an exit fee before you can put an end to your ill-conceived new year\u2019s resolution. Maybe you\u2019ve had a similar experience trying to exit your contract with your cable television or wireless carrier provider. More often than not, the closing experience of these products leaves a lot to be desired.<\/p>\n<blockquote class=\"pullquote-style-one\"><p>&#8220;The last thing that you give attention to is what happens when a customer tries to leave&#8221;<\/p><\/blockquote>\n<p>The SaaS industry, unfortunately, is not immune to these poor experiences. Of course, when you\u2019re working in a startup or high-growth SaaS company, the focus is often on maximizing active users and increasing revenue. We hear about all the <a href=\"https:\/\/www.intercom.com\/blog\/scale\/\" target=\"_blank\" rel=\"noopener noreferrer\">growth hacks<\/a> to get new users into your product, and the latest patterns in <a href=\"https:\/\/www.intercom.com\/blog\/strategies-for-onboarding-new-users\/\" target=\"_blank\" rel=\"noopener noreferrer\">user onboarding<\/a> (we\u2019ve even <a href=\"https:\/\/www.intercom.com\/blog\/books\/onboarding\">written a book on it<\/a>).<\/p>\n<p>When your number one focus is bringing new customers to your business, often with limited time and resources, the last thing that you give attention to is what happens when a customer tries to leave. It\u2019s easy for us to get caught up with the excitement of building new features and hard for us to believe that a customer would actually want to leave all of the cool stuff we\u2019re building.<\/p>\n<h2 id=\"dealing-with-reality\">Dealing with reality<\/h2>\n<p>When you\u2019re trying to validate an idea, work out <a href=\"https:\/\/www.intercom.com\/blog\/podcasts\/the-myths-of-product-market-fit\/\" target=\"_blank\" rel=\"noopener noreferrer\">product-market fit<\/a> or find the right business model, you\u2019re going to make a bunch of mistakes. You&#8217;ll hopefully learn from them, but it\u2019s likely you will lose some customers along the way. As you go through this journey you don\u2019t want to leave your customers with a sour taste in the mouth. A customer that leaves today might become a customer again later down the line as your business matures, grows and finds its fit.<\/p>\n<p>The reality is that churn is a natural part of business, and it\u2019s important that you work towards <a href=\"https:\/\/www.intercom.com\/blog\/churn-retention-and-reengaging-customers\/\">truly understanding it<\/a>. Customers will come and go, and there are perfectly valid and unavoidable reasons that would make a customer leave. Consider the reasons for leaving; maybe it\u2019s because their project finished and they no longer have a use for your product, or that their company is shutting down and they\u2019re cancelling their accounts. Satisfied customers who are leaving for reasons unrelated to your product should be considered as <strong>non-regrettable churn<\/strong>, whereas <strong>regrettable churn<\/strong> is due to reasons that are within your control to address directly with your product.<\/p>\n<blockquote class=\"pullquote-style-two\"><p>&#8220;It\u2019s crucial that you devise a method to get valuable feedback in order to learn lessons and improve your product&#8221;<\/p><\/blockquote>\n<p>You need to have a way to determine whether departing customers fall into the regrettable or non-regrettable categories, and it\u2019s crucial that you devise a method to get valuable feedback in order to learn lessons and improve your product.<\/p>\n<p>At Intercom, we ask cancelling customers to discuss their reasons for leaving, either in a questionnaire or in a conversation with a support or sales agent. This also gives us the chance to identify the nature of the problem that is causing the customer to consider leaving and either add it to our roadmap or see if there\u2019s an immediate resolution available \u2013 quite often, we find that there are existing features that actually can solve their problem immediately and reduce or eliminate the need to churn.<\/p>\n<p>And if they do decide to leave, you should work to ensure that churning customers have a satisfying leaving experience, making them more likely to consider coming back in the future or recommending you to others.<\/p>\n<h2 id=\"consider-the-peak-end-rule\">Consider the peak-end rule<\/h2>\n<p>There\u2019s a theory called <strong>peak-end rule<\/strong>, a psychological heuristic which asserts that people largely judge an experience based on how they felt at two specific moments \u2013 at the peak or most intense point and at its end.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/03\/image4.png\" alt=\"Offboarding \u2013\u00a0Consider the peak-end rule\" width=\"600\" \/><\/p>\n<p>This challenges the commonly held belief that the sentiment of a product experience is based on the total sum or average of every moment that a customer experiences. So how should we think about designing an offboarding experience that leaves your customers satisfied, and more likely to try you out again in the future?<\/p>\n<h2 id=\"make-it-easy\">Make it easy<\/h2>\n<p>Resist the temptation to make it difficult for your customers to leave. Avoid using dark patterns that manipulate users into staying with you \u2013 instead, consider providing a way for customers to reach out and talk to someone prior to cancelling.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/03\/Offboarding-Conversation.png\" \/><\/p>\n<p>For those who can\u2019t be swayed to stay with you, ensure that cancellation is easily discoverable in your product and happens promptly. Don\u2019t make customers have to jump through hoops, or make them have to email you to cancel. You could even <a href=\"https:\/\/www.intercom.com\/blog\/messages\">use Intercom to engage customers<\/a> who are looking to cancel to open a personal dialogue.<\/p>\n<h2 id=\"show-value-and-benefits\">Show value and benefits<\/h2>\n<p>Surface the benefits that a customer would leave behind if they left your product. Think about quantifying the value that they\u2019d lose. Consider highlighting features that they regularly use to emphasize what they\u2019ll be missing. It\u2019s one last opportunity for you to thoughtfully design an \u201cAre you sure you want to leave this all behind?\u201d moment, which might convince them to stay with you.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/03\/Offboarding-Show-Value.png\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2 id=\"suggest-alternatives\">Suggest alternatives<\/h2>\n<p>There are many strategies you could consider providing as alternatives to permanently losing a customer. Consider how you could change the value proposition of your product for customers who are considering leaving instead of letting them leave altogether. Jobs-to-be-Done pioneer Bob Moesta mentioned this while discussing the issue of \u201czombie revenue\u201d \u2013 customers who are still paying for a service but no longer engaging with it fully \u2013 on <a href=\"https:\/\/www.intercom.com\/blog\/podcasts\/podcast-bob-moesta-on-jobs-to-be-done\/\">the Inside Intercom podcast<\/a>:<\/p>\n<blockquote><p>&#8220;Think of it this way: it\u2019s not what causes them to quit, but what causes them to stay? And how do you reset the value proposition to say, &#8216;You know what? Fine. I\u2019ll be a warehouse for a while, but remember, I\u2019m still here and I can help you when you\u2019re ready.'&#8221;<\/p><\/blockquote>\n<p>Think about offering the ability for a customer to deactivate or pause their account, transition them to a free plan, or, as Bob alludes to here, offer a pricing plan that lets your customers keep their data in your product so that when they\u2019re ready to come back, you\u2019re there.<\/p>\n<h2 id=\"build-a-feedback-loop\">Build a feedback loop<\/h2>\n<p>It\u2019s critical that you work towards understanding the reasons why customers leave, ideally before they decide to leave, using future indicators like <a href=\"https:\/\/www.intercom.com\/blog\/churn-retention-and-reengaging-customers\/\" target=\"_blank\" rel=\"noopener noreferrer\">activity churn<\/a>. But you should also be asking why at the point of the break up, and then use this as input into your <a href=\"https:\/\/www.intercom.com\/blog\/where-do-product-roadmaps-come-from\/\">product roadmap<\/a> and strategy.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/03\/Offboarding-Questionnaire.png\" \/><\/p>\n<p>Present a questionnaire at the time on cancellation to quantify reasons for leaving and to collect qualitative feedback on why a customer is leaving. If you make cancelling an easy and effortless experience for customers, you\u2019ll find that they\u2019ll often be happy to give you with clear and constructive feedback.<\/p>\n<h2 id=\"be-memorable\">Be memorable<\/h2>\n<p>Lastly, your product\u2019s closing experience is an opportunity to be memorable, for the right reasons. Think about how you could reflect brand\u2019s voice and tone to make a meaningful moment of your break up. A great example of this is Spotify\u2019s <a href=\"https:\/\/open.spotify.com\/playlist\/0C4mwYbGff6picXBPQdmEb\">Can we still be friends? playlist<\/a> that\u2019s shared with you when you go to downgrade your subscription.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/03\/Offboarding-Spotify.png\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Don\u2019t overlook how your customers break up with you \u2013 being intentional with the design of your offboarding experience can help you to better understand your customers, improve your product to prevent customers from leaving in the future and of course make sure they\u2019re leaving with a favorable experience of your product.<\/p>\n\n","protected":false},"excerpt":{"rendered":"<p>The reality is that churn is a natural part of business, and it\u2019s important to get priceless feedback from customers as they leave. Here are some ways to design a good experience for departing customers.<\/p>\n","protected":false},"author":396,"featured_media":19898,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[5],"tags":[86,15473,153,15474],"coauthors":[15472],"class_list":["post-19889","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-and-design","tag-customer-feedback","tag-offboarding","tag-product-design","tag-project-roadmap"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>User Offboarding: How to Create a Good Offboarding Experience<\/title>\n<meta name=\"description\" content=\"Churn is a natural part of business, so consider how to design a positive experience for customers as they leave, and get priceless feedback along the way.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intercom.com\/blog\/designing-user-offboarding\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to learn from churn \u2013 designing good user offboarding\" \/>\n<meta property=\"og:description\" content=\"Churn is a natural part of business, so consider how to design a positive experience for customers as they leave, and get priceless feedback along the way.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.intercom.com\/blog\/designing-user-offboarding\/\" \/>\n<meta property=\"og:site_name\" content=\"The Intercom Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/intercominc\" \/>\n<meta property=\"article:published_time\" content=\"2019-03-25T17:14:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-07-30T11:54:42+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/03\/Offboarding-Hero.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1969\" \/>\n\t<meta property=\"og:image:height\" content=\"932\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Kai Forsyth\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@kaiforsyth\" \/>\n<meta name=\"twitter:site\" content=\"@intercom\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Kai Forsyth\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" 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