Cancellation Call Retention Improved by 33% Through Behavioural Techniques

In our client’s market, customers looking to cancel their service would often call to negotiate. While the call centre team was tasked with call retention and retaining these customers, they were hesitant to push back. The techniques they used felt outdated and ineffective, leading to low retention rates and a demotivated team.

Insight: Standard, often-used techniques can actually work against retention goals

Typical retention call techniques often backfire. Instead of persuading customers to stay, they reinforce their decision to leave. The way a conversation is structured can unintentionally increase churn rather than reduce it.

The Solution: A behavioural science approach to retention calls

We designed and implemented a behaviourally optimised approach to call retention, equipping agents with techniques that:

• Reinforce perceived value early in the call
• Build trust and rapport to increase openness to staying
• Subtly reframe the switching decision throughout the conversation
• Enhance surrounding communications to equip customers with the tools needed to make decisions about switching

The Results

• One-third more customers were retained compared to control groups
• Agents felt more confident and empowered, increasing their motivation
• Customers left the interaction with a more positive perception of the brand, even when they still chose to cancel

Big Takeaway

A retention call isn’t just a negotiation. It’s an opportunity to reshape the decision-making process. With the right behavioural approach, even previously ineffective conversations can become powerful tools for retention.