Retention Training

Our goal is to strive for amazing customer service. A large percentage of customers seeking to cancel are requesting to do so because of an issue they've encountered. It is our job to help find out what this issue is & figure out how we can solve it. This course will go through each area of a retention ticket in depth to help improve our retention interactions with members.

Retention Background

Canceling Basics

The 3 W's of Cancellations 

Who can cancel?

Only Members with active accounts.

What happens?

Members can terminate their memberships with Winc. That means they will no longer be charged for nor receive wine.

At the time of cancellation, all credits (except gift credits) in a member's account will be forfeited immediately. 

Shipping, billing, rating, and order history will be retained in the account for easy reactivation if they decide to return.

Canceled members will continue to receive marketing emails unless they opt out of them in their Account.

When can we cancel an account?

Members can cancel at any time, but we do ask them to contact us via phone, chat, text or Facebook messenger for cancellation.There is no fee or minimum purchase required to cancel.

Members cannot cancel via email. If a member contacts us via email to cancel, we forward them to our cancellation channels. 

When can a member cancel their account?

  • A member can cancel their account at anytime as long as they have an active account
  • A member can cancel their account once they've received a minimum of 3 orders

Why do members cancel?

What prompts members to want to cancel?

Members cancel because of an array of reasons. While we do see many members with similar issues driving them to cancel their membership with us, you will also come across many members with more unique reasons. Below is a list of just a few of the reasons why members decide to cancel. This just gives you an idea of what types of cancellation requests we encounter day to day. 

Cost

  • Cannot afford it 
  • Promo ended & full price is out of their desired price range 
  • Unemployed 
  • Working on savings

Shipping

  • No one 21 and over is available to sign

  • Can’t have it shipped to work

  • Picking up at a FedEx location is inconvenient 

  • Moving to a state where we cannot ship 

Health

  • Pregnant

  • On medication

  • Diet

  • No longer drinking alcohol

  • Has to stop on doctor's orders due to illness

Explanation Behind Our Cancellation Flow From Our External KB

Why Do I Have To Cancel My Winc Membership Account Via Phone Or Live Chat?

Our goal at Winc is exceptional customer service.  So why do we ask that our customers talk to a human being to cancel their accounts? While it might seem inconvenient, there are two important reasons why the only ways we process account cancellations are via live chat or phone.

  1. We want to handle our members request promptly and provide confirmation that the process is complete. A live conversation with an agent ensures that we get the information we need to complete the request on the spot.
  2. We are a relatively new and fast growing company and are passionate about improving every aspect of the customer experience. Collecting feedback from customers, especially when it comes to things we could be doing better, is invaluable to us.

We ask that our members not assume their account has been canceled until they have personally spoken to an agent via phone or live chat and received email verification of  the cancellation. This is to protect both parties and serves as confirmation that we received and processed the cancellation request. Please note that if a customer has registered their email with us and received a Welcome email, but did not enter in billing information or placed an order they are not currently enrolled in the Winc Membership.

We do not currently publish cancellation via FBM and SMS in our support center, but we handle those members as they come in organically. 

How can members cancel their account?

  • Phones
  • Chat
  • Email
  • Text
  • Facebook Messenger

Why Retention matters?

If a member contacts us to cancel, why is retaining them important? 

Our membership is extremely flexible. Members can skip months consecutively and they can also cancel at anytime. Many issues prompting members to cancel their membership with us can be solved. Because we offer our members flexibility, we want to know whether we can solve any problems causing them to cancel. We see a retention interaction as problem solving for the member. We want to give our members the best experience and sometimes retention is just part of educating them on how to engage with the site, how to select just the right wines and how to make the membership work for them.  

Should we try to retain ALL members?

Should I attempt to retain every member and how will I know whose problem I can solve? 

Saving members is always one of your main objectives along with fixing or problem solving the issue that is causing them to cancel. However, there are some customers that our membership is not a good fit for. Here are some main reasons why:

  • A cancel call should never be a fight. As soon as it turns into one, please abide by the customers request and cancel their account.

  • If a Member is upset. i.e. accuses Winc of being a scam, threatens to call the BBB, etc.

  • Doesn’t like ANY of the wine they've received. For example, if they say they haven't enjoyed any wine in their last three or four shipments, it probably just isn't a good fit for them. Also if they've already gotten several SGs and recommended wines by agents and still aren't happy with their wines.

  • Not interested in participating in the managing their account at all (and they aren't happy receiving their recommendations) i.e. Member says they don’t want to sign in, pick, rate, skip, or update their wines or account, basically exert any effort. 


  • We also have some guidelines for members that should be canceled without any save tactics due to sensitive issues so we will go over those in a later section.

Scenarios

Read the message below and select wether we should try and save this member:

"I am extremely dissatisfied in the quality of the wine I received. For starters, the corks you use are extremely cheap and fall apart causing "crumbs" in my wine. I had to throw out an entire bottle of #TBT because of the horrible crumbs. The three wines I purchased do not taste good at all. I am actually quite angry with how poor they tasted. I was just trying this whole "experience" out and I'm so disappointed. I would like a full refund for the piss water you call wine. Absolutely cheap and disgusting. Also, cancel my experience because I can get better wines at a used furniture store. I even went ahead and file a dispute with BBB since this does not seem like a quality product and feels more like a scam. EXTREMELY DISSATISFIED!"

  • Try to save member
  • Cancel member out

Tracking Retention

What information can be tracked?

When handling a cancellation request you are also obtaining data

When assisting a member with cancellation, we always want to find out why they want to cancel and what solutions we're providing that work or do not work. After your interaction, you will need to use the Save/Cancel dropdown option on the ticket so that we know if we ultimately save the account or canceled them out. This dropdown then tags the ticket save or account_canceled. We also want to note the Cancellation Reason and the most significant Save Attempt used. This helps us track why Members are canceling and what tactics are working to Save. It also helps us as agents cross check our saves and cancels in Zendesk with our saves and cancels in 1425. 

Retention Fields in Zendesk Tickets

How do these fields look like in Zendesk?

In the previous section we talked about why it's important to collect data. In Zendesk this is how the fields look. Save/ Cancel: select wether the member was saved or canceled 

Inquiry Type: Cancel Experience 

Cancellation Reason: select which cancellation reason applies to this member 

1st Save Attempt: select what save attempt was used to try and retain the member 

2nd Save Attempt: select what secondary save attempt was used to try and retain the member (not always required) 


How does retention look in 1425?

1425 Cancellation Process

  • In 1425, you will go to the Subscription Tab

    • Click the big red button that says "Cancel".

    • In the drop down select their cancellation reason and add specific notes about the interaction. You can copy/paste these from your Zendesk ticket notes if you like.

    • Click Cancel Subscription to confirm that this Member was canceled. That button will trigger a transactional email that confirms cancellation with the member. 

    • Tip: Sometimes cancellation confirmation emails don't go through. Refresh the page to ensure that the account has been cancelled after confirming it.

1425 Save Process

  • In 1425, you will go to the Subscription Tab

    • Click the big green Save button.

    • In the dropdown, select the tactic that solved the member's problem.

    • Click Save Subscription to confirm that this Member was saved.

Test your knowledge

  • I want to cancel because I'm always missing my packages. I had to drive 20 miles to the nearest FedEx to pick it up. This is way too much of a hassle.
    Offer shipping to their work or a neighbor/ family member
  • I am pregnant and want to cancel my account for now. I'll pick up as soon as I am done breastfeeding.
    offer to have them use Skip a Month
  • I want to cancel because I dislike Chardonnay and my last order had a Chardonnay in the box.
    Satisfaction Guarantee

Retention Flow

Essentials for a Successful Retention Interaction

 There are certain elements that should be used during your conversation with a member that lead to a successful retention call:

  • Greeting

  • Educated Guess/Pitch

  • Empathy & Explanation

  • The Rebuttal

  • Recap

We will discuss all of these elements in detail throughout the lesson. 

Retention Flow Chart


This is an overview visual of our retention flow which displays the numerous ways to make an educated pitch and proper steps to take there after

What is the order for a successful retention interaction?

  • Greeting
  • Educated Guess/Pitch
  • Empathy & Explanation
  • The Rebuttal
  • Recap

Greeting

Why it's important to greet a member

Greeting members may seem like something that is very simple & has no effect on the outcome of the conversation. However, if you've ever forgotten to greet a member (or anyone helping you has forgotten to greet you), you've quickly realized why it's necessary. From the beginning, you are acknowledging the member's issue/request and you are introducing yourself (this makes us seem less like robots). When we introduce ourselves, we always want to mention that we are working on locating their account because it shows that we are taking actions towards assisting them. Below is an example of an effective greeting.


Member: "Cancel my account."

Agent: "Hi {Customer Name}, I understand you want to cancel. My name is {Agent Name}. I can definitely help you with that. Please give me a moment while a I pull up your account. "

Bob: "Thank you"


Educated Guess/Pitch

The importance of an Educated Pitch

When a member contacts us to cancel, they may have a preconceived notion (from some other companies who make cancellation difficult) that our only concern is to make sure they don't cancel at any cost. When we ask them why they are canceling their account, they may become defensive and won't specify a reason.

Instead we want to take a look at their history in the orders tab of their profile in 1425 and any history in Zendesk. By making an educated guess of what the problem might be, we are personalizing to the member by showing that we genuinely care about resolving their problem. This helps us build trust and directly address the problem they are having. When making an educated pitch, always acknowledge in detail what you are noticing. 

What to look for when checking their account & ZD history:

  • Has never skipped, only skipped once or never skipped consecutive months (Offer Skip A Month first) 

  • They have returns or reships in 1425 and/or delivery exceptions in Zendesk (Offer shipping solution first)

  • Check wine ratings to see if they have rated and what's been rated high vs. what's been rated low (Satisfaction Guarantee, Recommendations, Rate 10 Get 10)

  • Only has one order and has been skipping, or skipped multiple months in a row (Asking probing question first) 
    • Probing question is meant to see if they disclose their reason for canceling, we want this question to be related to the wine & it's taste to see if Satisfaction Guarantee would be a good option to offer

Importance of an Educated Pitch

  • Using an educated pitch is useful, but you get the same results if you simply ask, "why do you want to cancel?"
  • Educated pitches require that we look into the account and figure out what may be the reason they are seeking to cancel

What to look for to Make an Educated Pitch?

  • Has never skipped, only skipped once or never skipped consecutive months
  • Have returns or reships in 1425 and/or delivery exceptions in Zendesk
  • Wine ratings to see if they have rated and what's been rated high vs. what's been rated low
  • Only has one order and has been skipping, or skipped multiple months in a row

Wording Educated Pitches

Skip A Month

  • "I see you have never skipped before. Is the frequency of orders an issue? If so, you can actually skip the month as many times as you want to take a break."
  • "I see here that you've been receiving wines monthly since you signed up. You actually have the option to skip months when you are trying to cut back on expenses."

Shipping Solutions

  • "I see you have had a few returned orders. If shipping is an issue we can change where we send the package"
  • "I see you've had a return, is shipping to your job an alternative?"
  • "I know sometimes it's tough to be home to sign for deliveries, so I can help adjust your processing date or shipping address"

Satisfaction Guarantee

  • "It shows that this is your first Experience with us. I’m hoping that you enjoyed the wines you’ve purchased."
  • "I see that this is your first Experience with us and you rated {Insert Wine} low. What type of wine do you enjoy?"
  • "I see you've only gotten one order from us, did you like the wines you received?"

Educated Pitches Chart

The educated pitch chart is meant to be a brief guide of why a member may want to cancel based on their revenue value, number of orders as well as other factors. This takes into account some of the more frequent cancellation reasons we come across and pitches (save attempts) that we should be using. This is just a guideline and is supplemental to looking at a members account in 1425 along with their history in ZenDesk.Google Doc: https://docs.google.com/spreadsheets/d/1MwPNHn3ERvIw4KwwXD9uTY7HWzSTGDnNwq-U4JLnHl0/edit#gid=0

Empathy and Explanation

Usually after you make your first educated pitch, the customer will either tell you if that is the issue or tell you the real reason they want to cancel. This is where the true dialogue starts.

This stage makes all the difference. It’s where tone, language, and empathy come into play.

Take the opportunity to:

  1. Relate to the customer’s issues or frustrations. Be on their side.

  2. Relate and build rapport. You will encounter other members with similar issues or have experienced similar issues in the past yourself, enough to understand where they're coming from. Use those experiences. However, be careful not to ever bad mouth Winc or any of our partnerships, such as FedEx.

  3. Explain what happened.

    • For Example: Why did they receive an order after they called to cancel?


Tips for Handling Sensitive Issues

Part of empathy is knowing how to identify sensitive issues and responding accordingly. There may be times when members call to cancel due to a sensitive situation such as the following:

  • Divorce/ breakup

  • Unemployment/ Job loss

  • Health: pregnant/ diet



When we do receive these type of sensitive situations we should handle them as follows to make sure that we are being considerate: 

  1. Offer sympathy

  2. Continue the call/chat as usual by using the appropriate save tactics

  3. Be sensitive to their response and tone.


  4. Always reassure that you are on their side and how they can continue to use their Winc Membership.

  5. If they decide to cancel always leave the interaction inviting them back when their situation improves.
  6. With the exception of pregnancy these should NOT be forwarded to a lead if they decide to cancel

Which sensitive issue should be forwarded to a lead to cancel?

  • Divorce/ breakup
  • Unemployment/ Job loss
  • Diet
  • Pregnant
  • All of the Above

When to Respectfully Honor Cancellation Request

Situations in which save attempts should not be made 

Retention is important however there are certain sensitive situations in which we should respectfully honor a members request and cancel their account. 

  • Death of the account holder or a family member

  • Serious illness such as cancer

  • Doctor has advised member to stop drinking while on medication/in treatment

  • Getting sober/entering Alcoholics Anonymous

  • Moving out of the country for good

  • Fraud


The best solution for our members in these circumstances is to be canceled. It is not healthy for them to be drinking wine and managing their account should not be something adding stress to their lives during these times. The reasons listed above are the only cancellations that should be forwarded to a lead. 

When to automatically honor a cancellation request?

  • "Hi, I am calling in to cancel John Doe's account, unfortunately he has passed away"
  • "Hi, I am calling to cancel my account. My doctor has advised me to stop drinking while I go through my medical treatment"
  • "Hi, my partner and I are splitting up so I no longer want this account"
  • "Hi, I am going to start a diet and I need to cancel my account"

The Rebuttal

Whether the member confirms your first educated pitch or gives you a different reason, many times they are unaware of the benefits of their membership that will help make it a more delightful experience. The skill is finding the language that works.This is where you try to resolve the real issue and provide all possible options for the member. Be creative on how you present the options. Make it sound convincing. When we present the options let’s not just focus on the features but on benefits. 

  • Issue = cost 
    • rebuttal example: referral program, rate 10 get 10, flexibility (skip a month)  
  • Issue = order frequency 
    • rebuttal example: skipping & making larger purchases to attain case discounts
  • Issue = delivery 
    • rebuttal example: Hold at FedEx location, shipping to office/ neighbor and email reminders we sent to pick up package 

The Recap

After a save or confirmed cancel, make sure to recap what was done and what, if any, will the next steps be.

How to Recap a Save

Make sure to summarize all of the information you initially provided the member that ultimately convinced them to remain members (skip a month, SG, etc) It is important that they acknowledge their account as remaining active.

Ex: "Alright Jane, your account now has 26 credits towards your next order, so you can give those bottles I recommended a try.

Also, be on the lookout for the follow up email I will send you with instructions on how to skip. Don’t forget your processing is the 23rd of every month, so if you need to update your order, you can do it any time before that date.

Is there anything else I can help you with today?"

How to Recap a Cancellation

Check the Orders Tab in 1425 to see if the member has an order in Transit. If they do, let them know that this will be the last order and they will no longer be charged for nor receive wine.

This will prevent them from calling back upset, because they received a package. Many Members believe they were charged after the cancellation so confirming the last package this during the cancel will help prevent any confusion.

(Please see the Refund Guidelines for possible solutions.)

Ex: "Alright, John, your account has been canceled and you should be receiving a confirmation email at [email protected] within the next 24 hours.

Please make sure to check your spam or junk folder.

Is there anything else I can help you with today?"

Types of Recap

  • Save Recap
    Make sure to summarize all of the information you initially provided the member that ultimately convinced them to remain members. It is important that they acknowledge their account as remaining active.
  • Cancellation Recap
    Check the Orders Tab in 1425 to see if the member has an order in Transit. If they do, let them know and confirm that their account is no longer active.

Flow Summary & QA Impact

Retention Flow Overview & QA alignment

The chart above is a breakdown of the retention flow sections and the QA sections they correlate to. It is extremely helpful to understand how the QA team score retention tickets and this is a clear view of which areas affect what part of a tickets score. 

Sample Chat with Retention Flow Outlined

Retention Guidelines (fka Good vs. Bad Faith Saves Guidelines)

Importance of Retention Guidelines

Retention Guidelines

This lesson will encompass the difference between what makes a good faith save vs a bad faith save. Through the lesson we will include examples of what is expected and what should not be done when assisting a customer with their cancellation request. This lesson will serve as a tool and the guidelines within it are to be followed to not only create a better customer experience, but to also have saves be considered valid. 

Good Faith Save

What is a Good Faith Save?

It is a save in which an agent employs tactics approved by Winc to retain a customer who wishes to cancel, and in which the agent sincerely believes the customer will continue to be an active, ordering member .

Examples of a Good Faith Save:

  • Member contacts us to Cancel and Agent teaches them how to use Skip A Month and assists with skipping 1 month if needed.

  • Member contacts us to cancel because they do not like the wine, Agent gives 2 SGs to apply to the next order after finding out which bottles they did not enjoy (along with providing recommendations & rating) and retains member.

Good Faith Saves in Depth

What constitutes a good save?

  • Providing options that solves the main issue and prevent it from happening again

  • Making sure that the member is educated properly about the continuous membership 

  • Making sure the member will not cancel after using the remaining credits/given credits 

    • ex: Rate 10 Get 10 credits should not be used to entice customers to place 1 more additional order to use available credits

  • Winc will receive additional cash from the customer in the next few months

    • ex: We want members that will continue to enjoy our wines throughout the months to come so we want to make sure that we only save customers that are going to continue to purchase

  • The member does not indicate they are likely to cancel shortly following the "save" interaction (next 1-2 months)

Which of the following is a good faith save?

  • Customer wants to cancel because they do not want to pay the full price per month so we give them credits to use towards their next order
  • Customer wants to cancel because they can't afford it so we offer to suspend their account for 6 months
  • Customer can't be home to sign for packages so we offer to ship to a work address or a FedEx hold location

Bad Faith Save

What is a Bad Faith Save?

It is a save in which an agent employs tactics not approved by Winc/ not approved to be used in that situation to retain a customer who wishes to cancel. The customers account has clear indications that they will not be a good fit and will most likely not be ordering more in the long run .

Examples of a Bad Faith Save: 

  • Offering save attempt that will not resolve the main issue

  • encouraging the customer to receive the order that is currently on it's way/processing and to then call back and cancel the account

Bad Faith Saves in Depth

Any circumstance under which:

  • Winc will not receive additional cash from the customer
  • The customer will not place additional orders in the reasonable near term (next 2-3 months)
  • The customer has indicated they are likely to cancel shortly following the "save" interaction (next 1-2 months)
  • The customer has indicated they plan to game Winc's system in some way (any sort of fraud or deceptive practices to avoid payment or take advantage of multiple promotions)
  • The customer has indicated in some way that they do not plan to be an active, ordering member of Winc
  • The customer never intended to cancel their Winc account in the first place
  • An agent uses a save tactic not approved by Winc, or one which is not in the best interest of both Winc and the customer
  • An agent is rude or abrasive or uses any sort of threat or bullying to convince a customer to stay.

Identifying Bad Faith Saves

  • Advising the customer to just refuse the wine whenever they don't want it or offering to RTS it
  • Offering excessive credits (more than permitted by the Satisfaction Guarantee protocol) to get the customer to place additional orders
  • Skipping the customer for more than one month when not warranted
  • Advising the customer to think about it for a month and then call back if they still want to cancel
  • Tagging a ticket "save" when the customer only called to cancel an order or perform some other function aside from canceling their account
  • Refunding the customer for orders which they have in fact received and signed for

2 Month Skip Guidelines

When is it Appropriate to Skip 2 Months?

Skipping 2 month at a time should be done very sparingly.

2 month skips are not be used as a wide spread save technique. The instances below are the only times an exception can be made. Err on the side only Skipping one month to start.

  • out of the country / traveling

  • no wine during summer/ no wine during winter due to extreme temperatures 

    • winter (typically tends to be December,  January, February) 

    • summer (typically tends to be June, July, August) 

  • moving & have new address 

    • upon customer request only

    • no address = no 2 month skip 

    • cannot be a FedEx location 

  • Medical reasons

    • upon customer request only 

    • not to be offered & not to be considered a save

2 Month Skip Guidelines

When to not offer 2 month skips

If the reason does not fall within one of the exceptions on the previous page then a 2 month skip should not be offered. Below are just a few examples of when a 2 month skip should NOT be offered: 

  • cost 
  • cutting expenses
  • pregnant* 
  • unemployed 
  • too much wines 

These reasons do not warrant a 2 month skip. After looking into 2 month skip members, who were skipped for some of the various reasons listed above it shows that they ultimately end up canceling around the time the account is set to resume. Some of these even result in returned orders and refunds. 


*Please note that although we will not be offering 2 month skips due to pregnancy we should still be making a save attempt (i.e skip a month). If the customer then decides to proceed with canceling the account then it can be forwarded to a TL, but it is important to note that a save attempt(s) should still be made. 

Putting your 2 month skip knowledge to the test

Below are real customer statements when requesting to cancel, if per the previous 2 slides it qualifies to offer a 2 month skip mark it as TRUE and if it does not qualify mark it as FALSE.

  • "I want to cancel or If you guys have a six month freeze that would work too "
  • "I want to cancel my subscription, I have been drinking less and less though and they are starting to stockpile on me "
  • "We just have too many bottles right now & I don't want to have to log in every month to skip. "
  • "I need to cancel my membership I will be traveling for 2-3 months with no internet access to skip my orders"
  • "I would like to cancel my account, I am pregnant and cannot drink"
  • "I want to cancel because I live in Nevada and during the summer sometimes my bottles go bad while in the FedEx truck"
  • "I'll be moving, but I don't know where yet so I need to cancel my membership"

Automatically Honor a Cancellation Request Guidelines

Situations in which save attempts should not be made 

Retention is important however there are certain sensitive situations in which we should respectfully honor a members request and cancel their account:

  • Death of the account holder or a family member

  • Serious illness (i.e cancer)

  • Doctor has advised member to stop drinking while on medication/in treatment

  • Getting sober (i.e entering Alcoholics Anonymous)

  • Moving out of the country for good

  • Fraud

The best solution for our members in these circumstances is to be canceled. These accounts should be forwarded to a lead to be canceled out or added to the form for the leads to cancel the account out. The reasons listed above are the only cancellations that should be forwarded to a lead. 

Sensitive Situations vs. Automatic Cancellations

  • Automatically Honor Cancellation Request
    Death of the account holder or a family member Serious illness (i.e cancer) Doctor has advised member to stop drinking while on medication/in treatment Getting sober (i.e entering Alcoholics Anonymous) Moving out of the country for good Fraud
  • Sensitive Instances with Save Attempts Still Being Made
    Divorce/ breakup Unemployment/ Job loss Health: pregnant/ diet

What does Under Delighting look like?

This is a retention lesson and we have included under delighting below for general tickets as well because it always starts with our interactions. If we are not helping customers to our fullest potential or if we aren't handling the tickets appropriately they can turn into cancelation request. 

Under Delighting for Retention

  • Not using a 2nd Save technique if applicable

    • Ex. Using Skip a Month and not offering discount programs

  • Not using any Save techniques if applicable

Under Delighting for General Tickets

  • Not providing the member with enough options to solve their current issue and anticipated future issues.

  • Hearing the word "Cancel" and simply forwarding the person to Retention (from email or SMS)

    • treating them like a Cancel call or chat and not addressing their real issue

Last Orders & Retention Guidelines

What role do last orders play in retention inquiries

It is important to note that when a customer is canceling we need to look at all aspect of their account ranging from recommendation settings and ratings to their last order in transit. 


  • If a customer has a last order in transit we should ALWAYS be addressing this within the interaction 
  • If the last order is not addressed within the interaction it will not be considered properly handled and will be passed to a lead and/or QA


Not addressing a last order can seem like something of little importance however it creates at least a second unnecessary interaction causing extra work for the agent that takes the ticket. This is because most customers are under the assumption this last order was processed/ shipped after they canceled and are now even more upset by it so the agent has to not only deal with an upset member but they also have to check in ZenDesk for the previous interaction and what was said. 

Refunds & Retention Guidelines

How to address refunds in a retention interaction 

As we went over in the previous slide it is important to always mention the last order in transit to the customer to avoid future confusion, frustration and a second interaction. With that said we know refunds do come up in these situations as sometimes customers don't always want to keep the order. Our guideline for approaching this is: 

  • Do not negotiate the restock fee with customers 


This can be interpreted in many ways so we have added some examples below of what should not be done

  • Offering to waive the $20 restocking fee if customer decides to keep membership 
  • Offering to charge only a $9 restocking fee if customer decides to keep membership 
  • Offering to lower the restock fee from $20 to $9 just to appease the customer 

Customer Given Ultimatum Guidelines

How to handle a situation in which a customer says, "Please cancel this order OR cancel my account." 

This is a retention ticket because they have a problem that caused an order to process that they weren't expecting, causing them to threaten to cancel their account. Therefore, our first focus should be on how to fix the larger issue. 

  • In order for this to be a save, first off we must educate the customer on why this happened so they know how the membership works 
  • We need to help them be more alert next time so let them know to save our email address, to add a reminder on their phone, to know how to skip on the site. We don't want them to be confident that we can always cancel orders that process unexpectedly.
  • Secondly, you THEN check on the order they are attempting to cancel, sometimes it is possible and sometimes it isn't but canceling the order does not fix the larger issue 
  • IF the order is canceled however the interaction lacks the tools for them to avoid this in the future it will not be considered a Save because the same situation most likely will occur again.

General vs. Retention Inquiries

What Constitutes a Retention Interaction

When to consider an interaction as Retention:

  1. If the main concern is to cancel the account.
  2. Tickets where they may have started off as a general issue, but member eventually ended asking to be cancelled in between the interaction.

Not considered as retention:

  1. Granting any request (skip or cancellation of order) with or without proper education to prevent the same issue from happening again.

Retention Inquiry Scenarios

Started as Retention:

  • Please cancel my account.

  • I'm having trouble with my expenses. Please cancel my account.
  • Can you help me cancel my account. I thought I did a while ago but I was recently charged 
  •  I'd like to cancel my membership 
  • I would like to get the process started to cancel my Winc membership. 

Generalist that ended up as Retention:

  • Why is there a charge in my card? I did not authorize this charge. 
    • agent action: tries to help 
    • customer response: I don't want to be charged every month. Please cancel my membership.
  • Please cancel my order. 
    • agent action: tries to help 
    • customer response: Can you please cancel my account too?

Generalist Inquiry Scenarios

Generalist inquiries that mention canceling, but are not retention inquiries: 

  • I can't seem to skip my account online. If I'm not able to skip then cancel my account instead. 

Chat Example: 

Customer: What are our options for temporarily suspending our membership? I'm currently pregnant and we just aren't going through it like we normally do. 

Agent : Hello Linda! Thank you for reaching Winc! 

Agent: Congratulations to your pregnancy! I do apologize however we don't have the option to temporarily suspend your account, Would our skip a month option work for you? You can do this as often as you like, free of charge, and if there is a month you need wine for an event or a gift, you'll still have access to your Winc order. 

Customer: oh, we can skip multiple months in a row? 

Agent: You can only skip one month at a time, but it is an unlimited feature. To help you out we will also send email notification 3 days prior to your processing date. Or you can set an alarm to your phone or mark your calendar to be reminded that it's time for you to skip. 

Customer:  I don't mind logging in and choosing to skip every month. I was just making sure it was OK to do that multiple times in a row 

Customer: this is perfect, thank you so much! 

Agent: Amazing! Glad I could help! 

Generalist Inquiries

The importance of differentiating a retention and a generalist inquiry 

Generalist inquiries that mention canceling, are not always retention inquiries. The previous examples display just how customers can get frustrated and give an ultimatum, inquire information for alternatives to canceling or simply need guidance with the membership. 

When a customer gives an ultimatum (ex: skip or cancel my account) what they are really say is, "Please skip this month for me, I've been having trouble on my end and I've gotten to the point of frustration" Tickets like these should NOT be considered retention tickets and thus should not be marked as "Saves".

Can you identify what's a generalist inquiry vs. retention?

  • I'm cutting out wine from my diet so I need to cancel
    Retention Inquiry
  • If you can't skip for me, just cancel my account
    Generalist Inquiry