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Do use implement a particular strategy for accounts that froze their subscriptions and later reactive it?

1 Answer
Meenal Shukla
Meenal Shukla
Gainsight Senior Director of Customer SuccessApril 23

When dealing with accounts that have frozen their subscriptions and later choose to reactivate, it's essential to implement a strategy that not only welcomes them back but also addresses the reasons they paused their subscriptions in the first place. Here’s a strategy that can be effective in such cases:

1. Welcome Back and Re-onboarding

When an account reactivates, it’s important to make the customer feel valued and welcomed back. Sending a personalized welcome back message can make a big difference. Additionally, offering a re-onboarding process helps reacquaint the user with new features or updates they might have missed during their hiatus. This can include targeted emails, product walkthroughs, or tutorial videos.

2. Feedback Loop

Understanding why the customer froze their subscription initially is crucial. Implement a feedback mechanism that prompts returning users to share their reasons for pausing and coming back. This information can be invaluable for improving the product and reducing churn.

3. Tailored Promotions

Offering tailored promotions or incentives can be a good strategy to re-engage returning users. For example, offering a discount for the next billing cycle or providing premium features for a limited time can enhance the perceived value of the subscription.

4. Segmentation and Personalization

Use data analytics to segment returning users based on their usage patterns and preferences. This allows for more personalized communications and recommendations, making the user experience more relevant and engaging.

5. Monitoring and Support

Keep a close eye on the activity of reactivated accounts. Offering proactive support can help solve any issues before they lead to another pause or cancellation. Make sure customer support is readily available and responsive to their needs.

6. Continuous Improvement

Leverage the data gathered from reactivated accounts to refine the product and user experience continuously. This could involve enhancing features that are frequently cited as reasons for return or improving areas that cause dissatisfaction.

7. Community Engagement

Encourage returning users to engage with the community around your product, whether through forums, social media, or direct interactions within the app. Community engagement can increase loyalty and provide users with valuable tips and tricks to get the most out of the product.

By focusing on a warm re-welcome, personalized engagement, and continual support, you can significantly enhance the experience for users who decide to reactivate their accounts, thereby improving retention rates and overall satisfaction.

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