# Cancel-Save Ladder — Sleep + Recovery Subscription

## When customer cancels subscription

Step-by-step retention ladder.

### Step 1 — Acknowledge (don't hide cancel)
"Got it. Cancelling your Sleep + Recovery subscription. Before we do, can you tell us why?"

Buttons:
- "Didn't notice a difference"
- "Too expensive"
- "Don't need it right now"
- "Side effect / not feeling well"
- "Other"

### Step 2 — Offer based on reason

**"Didn't notice a difference":**
- Offer: 14-day extra free trial OR 50% off next cycle
- "Most people see consistent change in 1-2 weeks. Want one more cycle on us?"

**"Too expensive":**
- Offer: Annual sub at 30% off (₹980/cycle instead of ₹1,120)
- "If price is the issue, here's the annual rate."

**"Don't need it right now":**
- Offer: Pause subscription for 1-3 months, resume automatically
- "We can pause your subscription. Comes back when you need it."

**"Side effect":**
- Offer: 60-day MBG immediately + medical guidance
- "We refund. Please tell us what you experienced so we can improve."

**"Other":**
- Offer: 30% off + ask for written feedback
- "Help us understand — what would have made this work for you?"

### Step 3 — If still cancelling

- Final: 60-day MBG mentioned
- "Cancellation confirmed. Your 60-day MBG is still active for the last shipment if you change your mind."
- Add to "win-back" segment for email targeting in 3 months

## Win-back sequence (3 months after cancel)

| Email | Day | Goal |
|---|---|---|
| Soft check-in | +30 | "Hey, hope sleep is going well. We're still here." |
| New formula update | +60 | "We've added [feature/Tart Cherry research/whatever]. Worth another look?" |
| Final pitch | +90 | "One-time pack offer, 50% off. No subscription pressure." |

## Metrics to track

| Reason | Save rate target |
|---|---|
| "Didn't notice" | 30-40% saved with extra cycle |
| "Too expensive" | 50% saved with annual rate |
| "Don't need" | 60% saved with pause |
| "Side effect" | 0% save target (refund priority) |
| "Other" | 20% saved with discount |

## Compliance

- Never make cancellation HARD (single click required)
- Never SHAME the customer ("Are you sure you want to sleep badly?")
- Always honor 60-day MBG
- Cancellations are data, not failures