When a member cancels, ask why. Track reasons like cost, moving, not using it, a new job with coverage or a bad experience. Each needs a different fix, and you can't fix what you don't know.
How to ask
- A short survey in the cancellation confirmation, three questions at most.
- A brief call for members who were with you a long time.
What to ask
- "What's the main reason you're leaving?" with choices: cost, moving, not using it, new coverage, experience, other.
- "Is there anything we could have done differently?"
- "Would you consider coming back in the future?"
Read the patterns
In a made-up example, 40 cancellations in a year: 12 moved, 10 cited cost, 9 never used it, 5 got coverage through a new job, 4 had a complaint. Moving is outside your control. Not using it points to the first 90 days. The first 90 days.
Fix what you can
- Cost: point out payment options, check whether the price is the issue or the value.
- Not using it: earlier outreach to quiet members.
- New job: tell the employer about DPC. Employer leads from members.
- Complaints: fix the process, and thank them for telling you.
Connect it to your numbers
Cancellation reasons explain your churn rate. How to measure churn.
What I'd do this week
- Add three questions to your cancellation process.
- List last year's cancellations and any known reasons.
- Pick the most common fixable reason and plan one change.
Common questions
Should I try to talk them out of leaving?
Ask and listen. Offer a fix if there's a clear one. Don't pressure.
What if they won't answer?
Some may not. The answers you get are still useful.
Should I offer a discount to stay?
Be careful. It can be unfair to other members. Use a written policy if you do.
Want churn reported each month?
We reconcile every account every month and send your P&L and Balance Sheet by the 15th, so you can see what each new member is worth and what it cost to get them. If that's what you need, apply to work with us.