Reason-Based Retention Routing

When a customer starts to cancel, the reason they give is your best signal for how to keep them — a price objection wants a discount, a technical problem wants support, someone who's genuinely done should move straight to cancel. Reason-based routing sends each cancellation reason to the step most likely to save that customer.

Where to find it

In a cancellation journey, open the Reason step, then Reasons & Routing. The reason is captured to cancellationReason and recorded for analytics regardless of where it routes.

Route each reason to the right save

1. In the journey editor, expand the Reason (survey) step and select Edit reasons & routing.

2. By default the step is in All reasons → one step mode: every reason takes the same path.

3. Switch to Route by reason. Each cancellation reason gets its own Routes to step dropdown.

4. Point each reason at the step that fits it. Because a step is the offer (its page links a discount), routing a reason to an offer step is choosing its save. Reasons you don't route take the default route.

5. Save changes.

Why it works

• There's no separate "offer" object to manage — an offer is a step, so you design how it looks in the page editor and route reasons to it here.

• Every reason is still written to cancellationReason and recorded to cancellation_reason_events, so analytics keep reporting consistently no matter how routing changes.

• Rows you disable, or reasons not listed, fall back to the default route — nothing dead-ends.

Tip: Green options in the routing dropdown are offer steps. Send price-sensitive reasons to a discount offer, and route reasons a discount won't fix (technical issues, "no longer needed") to support or straight to confirmation.

Learn more: Rules Overview · Targeting with Audiences.