bordering - 9:39 pm on Oct 2, 2006 (gmt 0)
My product is advertising. Once they have had a year they *tend* to know whether continuing is worth it or not. Churn minimisation is always a major issue in this game, and you need a few strategies. We started offering a discount for early renewals about 6 months ago: if they renew ONLINE [eg not requiring a human to sweet-talk them into it...] >= 30 days before expiry, there's 10% off. This has worked brilliantly so far. Yes, a little less revenue per advertiser [we'll fix that with a price increase shortly], but the person who did the renewal calls is now freed up to more time finding new prospects. It is a win-win so far.