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Canceling ≠churn. Too many SaaS teams see the moment when a customer presses the “Cancel my account” button with a feeling of surrender. In reality, about half of users initiate this process two or more weeks before their accounts expire, giving you ample time to re-engage and retain them. In this article, Appcues look at how teams can approach cancellations as opportunities to re-engage and retain less-than-happy customers. This starts with optimizing the cancellation process so that customers only use it as an action of last resort.

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