> For the complete documentation index, see [llms.txt](https://docs.peakcommerce.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.peakcommerce.com/product/rules-and-customizations/rules-overview/reason-based-retention-routing.md).

# 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.

{% embed url="<https://youtu.be/x_X_zm0V2oA>" %}

**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](/product/rules-and-customizations/rules-overview.md) · [Targeting with Audiences](/product/rules-and-customizations/rules-overview/targeting-with-audiences.md).


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