Enterprise cancellation management for B2B SaaS

Insights: Understanding the Churn Problem

While enterprise customers often receive high-touch retention efforts, long-tail customers (SMBs) churn silently—without feedback or intervention. This gap represented a missed revenue opportunity for SaaS companies.

I dug into industry benchmarks (Chargebee Retention, Churnkey) and found:

• Most cancellation flows are generic—not personalized based on usage.

• Retention tactics (discounts, pause plans) are static instead of adaptive.

• Companies lacked structured exit feedback, making it difficult to improve product and pricing.

Kale was designed to solve these gaps with an automated, behavior-driven approach.

Designing the Product Flows

I designed a flexible retention system that adjusted dynamically based on the user’s engagement, billing history, and churn reason.

Rather than presenting a static cancellation form, I designed a conditional experience where users saw tailored messaging and retention offers based on their product usage and plan.

This ensured that every user went through a contextual exit process, improving retention rates while capturing meaningful churn data.

Impact of the Design

The retention system I designed helped SaaS teams:

• Reduce voluntary churn by providing real-time personalized retention offers.

• Capture structured churn data that informed product, pricing, and support strategies.

• Automate re-engagement with churned users, leading to higher win-back rates.

By focusing on scalability, user experience, and actionable insights, I designed a system that gave SaaS teams the tools to proactively manage churn while maintaining a frictionless customer experience.