August, 2024
40% reduction in customer contact related to cancellations
Problem.
During the gradual release of subscriptions, Veygo experienced a higher-than-expected demand and an influx of feedback regarding subscription payments. A critical issue was identified which resulted in customers having to call or email to cancel their subscriptions, which led to frustration and unnecessary delays in resolving their requests.
Objective.
To provide customers with clear signposting and self-service options for managing their subscriptions, enabling them to cancel directly through their account page without needing additional support.
What we did.
Self-service journey design
Developed a user-friendly subscription cancellation journey within the account page, providing clear instructions and intuitive navigation.
Introduced a 'reason for cancellation' feature, allowing customers to share feedback on their decision.
User research & validation
Conducted usability testing and moderated research sessions to refine the cancellation process.
Incorporated customer insights to ensure the journey was accessible and met user needs.
Data-driven improvements
Used insights from the ‘reason for cancellation’ feature to identify recurring issues and optimize the subscription offering.
Outcome.
Improved customer experience
Customers can now self-serve, simplifying the cancellation process and reducing frustration.
Operational efficiencyA nearly 40% reduction in customer contact related to cancellations.
Actionable insights
The new feedback mechanism provided valuable data to help improve and optimise Veygo’s subscription proposition.
