Customers who cancel aren’t lost unless you stuff it up of course
So here is something which is hard for all service businesses. Losing a customer, or customers who want to cancel their subscriptions. Remember that customers who choose to go elsewhere, or just have no need for your service anymore are not necessarily lost forever.
We recently chose to use a Search Tool called Keyword Spy to do some strategic reviewing of a campaign. We subscribed for a couple of months, which was great, and got great value out of it.
But in good systematised cost control, my Chief of Search (yes that is his title), came and said we can cancel that sub for now because it isn’t needed at present. We regularly do this as we use possibly 50+ tools to keep up with a whole bunch of areas to do with Search Optimisation and Marketing, so hibernating the ones we aren’t using at present is part of the beauty of Software (or tools) as a Service (SaaS).
That is when the problem started.