Payments & Recovery

Cancellation & Retention

Cancellation flows and retention offers to reduce voluntary churn
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Overview

While Dunning & Payment Recovery addresses involuntary churn caused by failed payments, cancellation and retention flows target voluntary churn — customers who actively choose to cancel. A well-designed cancellation experience can recover a meaningful percentage of these customers by presenting alternatives at the moment of cancellation.

Cancellation Pages

Cancellation pages (also called cancellation flows or save flows) are intervention mechanisms presented to customers at the moment they attempt to cancel. They are distinct from dunning (which is triggered by payment failure) — cancellation pages are triggered by a customer-initiated cancel action.

What cancellation pages can offer

A well-configured cancellation page can reduce voluntary churn by offering customers who are about to cancel an alternative to full cancellation:

  • Discount offer: “Stay for 20% off your next 3 months”
  • Plan downgrade: “Drop to our Starter plan at 19/month and keep your data”
  • Subscription pause: “Take a break — pause for up to 3 months, then come back”
  • Feedback capture: “Before you go, can you tell us why you’re cancelling?” (data for product improvement)

Combining multiple offer types in a single cancellation flow gives customers more reasons to stay. Present the most compelling offer first, with feedback capture as a final step if they still choose to leave.

Configuring cancellation pages

Cancellation pages are configured in the Prolifi loyalty and retention settings:

  • Define which offers to present (discount, pause, downgrade)
  • Configure the offer details (discount amount and duration, pause terms)
  • Set the order in which offers are presented
  • Configure what happens if the customer still chooses to cancel after seeing the offers (the cancellation proceeds as normal)

Cancellation pages can be:

  • Hosted by Prolifi: Presented in the customer portal when the customer initiates cancellation there.
  • Self-hosted: Your application implements the cancellation intervention logic and calls the Prolifi API to execute the chosen outcome (apply discount, pause, downgrade, or proceed with cancellation).

For self-hosted cancellation flows, see Getting Started: Developers for guidance on integrating cancellation workflow API calls into your application.

Cross-references