The client is a company operating with a subscription-based business model and they partner with Vertex for retention campaigns. The subscriber base is significant, comprising approximately 12 million subscribers, with around 20,000 interactions handled via the Vertex site.
Initially, the retention rate stood at 34%. However, a change in U.S. government policy prohibited companies from applying cancellation charges for any subscription- based model. This regulatory change resulted in the retention rate dropping to a concerning 9%.
The client faced several operational challenges during the festive sales season, including:
Initiated once the customer verbally commits to continuing the contract after accepting the offer.
Approx. 12M total subscriber base; ~20K volume handled by our site.
90:10 ratio; Retention rate for outbound ~20%.
Approx. $6.7M monthly.
Customers now had no financial disincentive to cancel subscriptions, making retention significantly harder.
The existing retention strategies relied heavily on counteracting cancellation fees, which were no longer applicable.
It was critical to rebuild customer trust and emphasize the value of the subscription in a highly competitive market.
Paid monthly, no contract obligation
Annual Billed Monthly.
Paid Upfront.
Retention Rate= (Total number of Retained customers/Total number of cancellations done)*100
