Focusing on second-month retention | Winc's Jai Dolwani
Mar 16 2022
On today's episode of Retention Talk I speak with Jai Dolwani, CMO at Winc. We talk about options to provide when cancelling, second-month retention, and using NPS to understand holes in the customer experience.
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Key points discussed in the episode
If there's a solvable problem that we can address then we'll definitely attempt to save them, but if not we want to make the cancellation process as smooth as possible and try not to overdo it.”
- Jai Dolwani
Options to provide when cancelling
With wine delivery, Winc often runs into problems with delivery when no one is able to sign for the package which can lead to cancellations. In the cancellation flow they make sure to address this issue by educating customers on alternative options they may not have thought of, such as getting it delivered to a FedEx location or a local Walgreens.
Focusing on second-month retention
At Winc, they use a first-time incentive to acquire customers. Delivering a fantastic product is great, but it's about setting the right expectations and then delivering on those expectations month over month.
Using NPS to understand holes in the customer experience
When Jai first started, he discovered through NPS that there was a big hole in product availability. Despite pandemic struggles, the team was able to rally around getting the number of products that customers were asking for on the site. With CAC increasing year over year, they have been able to drive higher LTV by being on top of the latest wine trends and making sure more SKUs were available to their customers.
If you’d like more insight into your own retention—or even a free retention audit where we can benchmark you with actual relevant data—reach out to me at email@example.com.
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