Testing Membership Frequency As a Save Tactic

For the month of XXXXXX we will be testing membership frequency solely as a save tactic so we've created this lesson to go over what the test entails and how we can all do our part to make this a successful test

Membership Frequency Test: THE BASICS

Membership Frequency

What is membership frequency?

Membership frequency is how often a member receives an order. When Winc first started we were solely a monthly wine club. As the company grows we want to see what other alternative frequencies work for our membership. The new frequency options we are testing out would allow members to receive wine on a bi-monthly & quarterly basis. 

Testing out Membership Frequency as a Save Tactic

Testing out Membership Frequency as a Save Tactic

  • What is the purpose of this test? 
    • We want to see how successful and effective membership frequency options are
  • What role do agents play in this test? 
    • You play the LARGEST role, without you we would be unable to test out how successful this is. 
  • How will we test out membership frequency?
    • We will be splitting up our customer base into two groups (test & control group) so depending on which group they fall into agents may or may not be able to offer membership frequency 
  • How will the groups be assigned?: 
    • For those customers who have a user id that ends with an odd number (1,3,5,7,9) our agents will be able to pitch cadence as a retention technique if it applies and/or helps solve their issue. For those customers who have a user id that ends with an even number (2,4,6,8,0) our agents will not be offering cadence to 

Testing out Membership Frequency as a Save Tactic

How to get the most effective results from this test?

We will be splitting up our customer base into two groups (test & control group). The key to receiving the most effective results is to abide by the guidelines set for each group. It is crucial that everyone follow the guidelines set for because if the guidelines are not followed it could completely throw off the test. This is a team effort!
 Important: We also have to remember that although this is something we are testing out we are to never mention to the customer that they are a part of a test or are partaking in a feature we are testing out. 

Membership Frequency Options

Monthly 

All of our members are automatically enrolled into our monthly membership upon signing up. A monthly membership means that they receive wine on a monthly basis unless they use our Skip a Month feature to skip their order for that month. 

Quarterly (test)

Our quarterly frequency is a test option in which members will receive wine once every three months. They will still have access to the skip a month feature so if they need to skip one of their quarterly shipments they can. 

Test Groups

Below are the two test groups listed along with the role they will play during this test. 

Test Group 

Customers designated to the test group will be helping collect data on how well received our Quarterly membership frequency is. This means testing out Quarterly membership frequency as a save tactic for only those in the test group. 

  • If customer user id that ends with an odd number (1,3,5,7,9)

  • If customers reason for cancellation falls under any of the following: Cost, Inactivity, Too Much Wine and Shipping 

Control Group

Customers designated to the control group will be helping collect solid data on how our pre-existing save tactics are working. This means using solely our pre-existing save tactics when making save attempts for customers who fall into the control group. 

  • If customer's user id ends with an even number (2,4,6,8,0)

Membership Frequency: Test Group

Test Group Outline

What is my role when pertaining to a customer in the test group?

  • You will be using Quarterly membership frequency as a save tactic 
  • Membership Frequency is ONLY to be used as a save tactic for customers seeking to cancel
  • You will be the ambassador of membership frequency and will help members seeking to cancel understand how useful this feature can be
  • You will continue to use skip a month as a save attempt however if and when that gets turned down you can use membership frequency as a secondary save attempt
  • In 1425 you will be able to opt members into membership frequency 

Who is membership frequency for?

Our membership frequency options are going to be reserved solely for members who are seeking to cancel as a save tactic. Our goal is to make sure that we are offering the correct members with Quarterly membership frequency. 

Quarterly Criteria 

  • Customer user id must end with an odd number (1,3,5,7,9)
  • Must be a member with at least 1 orders
  • Member must be interested in membership 
  • Members reason for cancelling must fall under any of the following: Cost, Inactivity, Too Much Wine and Shipping 
  • We should always pitch skip a month feature prior to providing membership frequency as an option

Situations in which to offer Membership Frequency

Membership Frequency is to ONLY be offered when a member seeks to cancel for the following reasons: 

  • Too much wine
  • Inconvenient delivery
  • Cost
  • Wanting less frequent wine deliveries 

Membership Frequency within 1425

Where can I locate our membership frequency options in 1425?

It can be located within a members "Subscription" page within 1425. Note: Everyone is defaulted to monthly unless manually changed by an agent in the test group

Membership Frequency & Subscription Status

How does Membership Frequency affect Subscription Status?

When an account is opted into our bi-monthly or quarterly membership frequency their account status will always be active. An account is only considered "suspended" when our skip a month feature is being used. What this means is that even though an account is set to receive an order every other month or every three months, the months they are set to not receive orders the account will remain active. 

Membership Frequency & Skip A Month

How does skip a month work with our test membership frequency options?

Skip a month will still be a feature that members in Bi-monthly & Quarterly frequency can use however there are somethings to note: 

  1. Skip a Month will only be accessible 30 days prior to their next processing date 
    • Ex: If they want to skip their March order in January they will not be able to do so
  2. Skip a Month will only skip one month at a time 
    • Although our new membership frequencies options offer less frequent orders our skip a month feature will only be set up to skip one month 

The image shows how the skip a month language details when the feature can be used "You can use the skip a month feature as soon as you’re within 30 days of your next order." It also displays the Skip A Month button greyed out and unclickable

Bi-Monthly Membership Frequency Opt-In


What are the steps of opting a member into Bi-monthly?

Once a member meets our Bi-monthly membership frequency criteria and is on-board there are numerous steps that need to be taken to prepare their account correctly both within the interaction with the member as well as 1425. 

  1. Inform the member that our frequency option is a new feature and list all that it entails 
    • there is no indicator on the user end that they are bi-monthly
    • they will still have access to our Skip A Month feature, but can only access it 30 days prior to their next processing date
      • Our Skip a Month feature will work the same way, it will only skip one month at a time not two months
  2. Update the members account in 1425 by selecting Bi-monthly in the Interval drop down
  3. In 1425 their processing date should be pushed out 2 months from when they contact us.  Figure out the members next processing date; (i.e Called us in October so we will pass November and set their process date in December) 
  4. Suggest that they update their recommendation settings to 2X what they currently are (i.e if they are set to 4 bottles/ month suggest 8 bottles/bi-monthly) & offer to update their recommendations for them
    • pitch more bottles helps them achieve their rate 10 get 10 sooner 


Quarterly Membership Frequency Opt-In

Quarterly Membership Frequency 1425 Opt-In

These are the following steps to opt-in a member into Quarterly: 

  1. On a members subscription page select Quarterly from the drop-down
  2. Once the toaster on the up right hand corner signals "Subscription Interval Updated" proceed to the next step 
  3. Manually push their "Next Processing Date" three months out (i.e November to January)
  4. Refresh 1425 & verify that they are set to Quarterly and that the processing date selected was updated 

 

Membership Frequency Details

Our membership frequency options are new and therefore at the moment we do not have any indicators on the members end that they are opted in. It is extremely important to walk members through the details of how Bi-monthly & Quarterly work. Some of our features work differently when members are opted into a membership frequency so it is important to note these differences.

Common Scenarios & How to Handle Them

Customer: "Why is my skip a month button not working?"

When a customer reaches out about their skip button not working or nothing happening when they attempt to skip our first step should be to check the account they are trying to skip on and wether they are opted into membership frequency or not. We should not assume it is a technical glitch. 

  • Skip a Month will only be accessible 30 days prior to their next processing date
  • Therefore if they are trying to access it prior to 30 days the skip a month functionality will be disabled

Inform our member that our skip feature will be accessible once they are in that 30 day window of their processing date.

Please note: This also means that as agents we also CANNOT skip a bi-monthly or quarterly account if they are not in that 30 day window of their processing date.

Customer: "I am unable to skip yet, but can you please skip my next order for me?"

Sometimes members know that they do not want an order set for a certain date/ month therefore they may want to skip it in advance which will not fall into the 30 day window. However since they are still outside the 30 day window we cannot use the skip a month feature, but this is what we can do for them: 

  • We can offer to change their processing date for them within the same month (ex: if February 1st doesn't work we can offer February 15th) 
  • We can offer to push out their processing date by ONE month, this is the max length we can push it out (ex: February 1st pushed back to March 1st)

NOTE: We must always inform the member that pushing their order back one month will also push out all future orders as well (ex: If on quarterly pushing their February order back to March will cause their May order to be pushed back to June) 


Membership Frequency: Control Group

Control Group Outline

What is my role as part of the control group?

  • As part of the control group you will be using our pre-existing save tactics 
  • You will not be offering membership frequency to any customers, no exceptions!
  • You will have a clear understanding of how membership frequency works so you can support any members who are already opted in & may have questions or need assistance
  • You will be a pro at identifying members who are opted into membership frequency prior to assisting and/or making changes to their account
  • Membership Frequency is only going to be used as a save tactic by those in the test group, however if there are members who mention/ suggest we start offering different shipment frequencies they should be added to the follow-up sheet

Control Group Role

As part of the control group I should not be offering nor mentioning Membership Frequency

  • True
  • False

Email & SMS Channel

Impact of membership frequency test on email & SMS channel? 

  • When working on these channels we shall proceed with our regular process in which save attempts are not to be made and when a cancellation request comes through we direct them to the appropriate channels (phone & chats). 
  • Although we will not be using membership frequency as a save tactic via these channels all agents must have a clear understanding of membership frequency and how it functions. We may have members email us or text us requesting assistance with their accounts and if they are opted into membership frequency we will need to know how to help them.
  •  In the event that a customer reaches out specifically asking and/or requesting membership frequency this ticket will need to be escalated to a Team Lead. 

Save Tactics

As part of the control group what save tactics can I use?

As part of the control group you should ONLY be using pre-existing save tactics and should never mention or allude to membership frequency. The save tactics you should be using are: 

  • Skip 
  • Free Shipping (i.e changing recs to 4 bottles) 
  • Satisfaction Guarantee 
  • Shipping Solutions (i.e work, FedEx office) 
  • Referral/ Discount Programs (i.e member credits, case discounts) 

Helping Customers opted into Membership Frequency

Our membership frequency options are a test and therefore at the moment we do not have any indicators on the members end that they are opted in. It is extremely important for us to check their accounts prior to assisting them to see if they are set to Bi-monthly or Quarterly frequency. Some of our features work differently when members are opted into a test membership frequency so it is important to note these differences.

Membership Frequency within 1425

How can I tell if a customer is opted into membership frequency?

It can be located within a members "Subscription" page within 1425. Note: Everyone is defaulted to monthly

Membership Frequency & Subscription Status

How does Membership Frequency affect Subscription Status?

When an account is set to bi-monthly or quarterly membership frequency their account status will always be active. An account is only considered "suspended" when our skip a month feature is being used. What this means is that even though an account is set to receive an order every other month or every three months, the months they are set to not receive orders the account will remain active. 

Membership Frequency & Skip A Month

How does skip a month work with our test membership frequency options?

Skip a month will still be a feature that members in Bi-monthly & Quarterly frequency can use however there are somethings to note: 

  1. Skip a Month will only be accessible 30 days prior to their next processing date 
    • Ex: If they want to skip their March order in January they will not be able to do so
  2. Skip a Month will only skip one month at a time 
    • Although our new membership frequencies options offer less frequent orders our skip a month feature will only be set up to skip one month 

The image shows how the skip a month language details when the feature can be used "You can use the skip a month feature as soon as you’re within 30 days of your next order." It also shows the Skip A Month button greyed out & unclickable

Common Scenarios & How to Handle Them

Customer: "Why is my skip a month button not working?"

When a customer reaches out about their skip button not working or nothing happening when they attempt to skip our first step should be to check the account they are trying to skip on and wether they are opted into membership frequency or not. We should not assume it is a technical glitch. 

  • Skip a Month will only be accessible 30 days prior to their next processing date
  • Therefore if they are trying to access it prior to 30 days the skip a month functionality will be disabled

Inform our member that our skip feature will be accessible once they are in that 30 day window of their processing date.

Please note: This also means that as agents we also CANNOT skip a bi-monthly or quarterly account if they are not in that 30 day window of their processing date.

Customer: "I am unable to skip yet, but can you please skip my next order for me?"

Sometimes members know that they do not want an order set for a certain date/ month therefore they may want to skip it in advance which will not fall into the 30 day window. However since they are still outside the 30 day window we cannot use the skip a month feature, but this is what we can do for them: 

  • We can offer to change their processing date for them within the same month (ex: if February 1st doesn't work we can offer February 15th) 
  • We can offer to push out their processing date by ONE month, this is the max length we can push it out (ex: February 1st pushed back to March 1st)

NOTE: We must always inform the member that pushing their order back one month will also push out all future orders as well (ex: If on quarterly pushing their February order back to March will cause their May order to be pushed back to June)