Cancellation Journey and Churn

The digital product cancellation journey had gone a long time without review, in a sector where the process is regulated by two different bodies: ANS and SUSEP.

The process was not clear to the customer, which drove recurring complaints. There were points of regulatory non-compliance that represented risk for the company. In parallel, the company was investigating high churn in one of its products.

1. AS-IS mapping of the existing journey, spotting problems from my own reading, deliberately before collecting other views, to avoid anchoring.
2. Regulatory review with the legal and compliance teams, to understand what ANS and SUSEP require around cancellation.
3. Churn analysis, based on the product report, to identify the main reasons for cancellation and complaint.
4. Benchmark of retention strategies at the moment of cancellation.

The most useful benchmark reference came from outside the sector: Wellhub's journey, which is intuitive, simple, and respectful. Along the way you meet arguments trying to keep you, but without obstruction: the "I still want to cancel" option is always available right below. Retention and clarity are not opposites; trying to retain only becomes a problem when it blocks the exit.

When benchmarking, I make a habit of looking well beyond direct competitors. It was precisely outside the insurance sector that the best model showed up.

I also found regulations the company was not fully compliant with, and aligned with the Compliance and Legal teams on the best path forward.

I designed a new end-to-end journey across four simultaneous axes:

• Regulatory risk;
• The customer's perspective;
• Retention strategies;
• Business interests.

The journey was approved and is in development.

• New end-to-end cancellation journey, approved and in development;
• Clickable prototype validating the redesigned flow;
• Regulatory non-compliance with ANS and SUSEP mapped and addressed in the new design;
• Churn reasons incorporated as a direct input to the retention strategy.

I would seek a deeper understanding of the ecosystem around cancellation inside the company itself: the customer service center, for example.