In the world of recurring payments, churn can be a major issue for businesses. Dunning is the process of communicating with customers who have failed to pay their recurring subscription fees. Dunning best practices are a set of guidelines for businesses to reduce churn and boost revenue recovery. In this article, we will discuss six Dunning best practices that can help businesses retain their customers and recover lost revenue.
1) Set up an Effective Dunning Workflow
The first step in reducing churn is to set up an effective dunning workflow. A dunning workflow is a series of communications that a business sends to a customer who has failed to pay their recurring subscription fees. The goal of the dunning workflow is to remind the customer to pay their outstanding balance and to prevent them from cancelling their subscription.
To set up an effective dunning workflow, businesses should first determine the appropriate timing and frequency of the communications. They should also ensure that the messages are clear and concise, and that they include a clear call-to-action to encourage the customer to pay their balance.
2) Personalize Communications
Personalizing communications is another important dunning best practice. Customers are more likely to respond positively to personalized communications than generic ones. Businesses should use the customer’s name and address them directly in the communications. They should also consider segmenting customers based on their payment history, usage patterns, and other factors, and tailor the communications accordingly.
3) Provide Multiple Payment Options
Offering multiple payment options is another effective dunning best practice. Customers may have different preferences when it comes to payment methods. Some may prefer to pay by credit card, while others may prefer to pay by bank transfer. By offering multiple payment options, businesses can make it easier for customers to pay their outstanding balances and reduce the likelihood of churn.
4) Optimize Dunning Messages
Optimizing dunning messages is another important best practice. Dunning messages should be clear, concise, and easy to understand. They should also include a clear call-to-action and a sense of urgency to encourage customers to pay their outstanding balances.
Businesses should also consider using A/B testing to determine which messages are most effective. A/B testing involves sending different versions of a message to different segments of customers and measuring the response rates. By testing different messages, businesses can optimize their dunning messages and improve their effectiveness.
5) Automate Dunning Workflows
Automating dunning workflows is another important best practice. Manual dunning workflows can be time-consuming and error-prone. By automating the dunning process, businesses can save time and reduce the likelihood of errors. They can also send communications to customers at the appropriate time and frequency without having to manually manage the process.
6) Monitor and Analyze Dunning Metrics
Monitoring and analyzing dunning metrics is another best practice. Businesses should track metrics such as the number of failed payments, the number of customers who have cancelled their subscriptions, and the recovery rate. By tracking these metrics, businesses can identify trends and make informed decisions about their dunning strategy.
Dunning best practices are a set of guidelines that can help businesses reduce churn and boost revenue recovery. By setting up an effective dunning workflow, personalizing communications, providing multiple payment options, optimizing dunning messages, automating dunning workflows, and monitoring and analyzing dunning metrics, businesses can improve their chances of retaining customers and recovering lost revenue.
At Radix, we offer a range of tools and solutions to help businesses implement these best practices and reduce churn. Our subscription management platform provides businesses with the tools they need to manage their recurring payments, including a powerful dunning engine.
With Radix, businesses can automate their dunning workflows, personalize their communications, and track their dunning metrics in real-time.