TAP TAP GO
Make the process understandable
Provide clear instructions through the appropriate customer-support and commercial processes. Avoid creating unnecessary friction just to reduce reported cancellation volume. A customer who cannot complete their intended action may remain in a metric while losing confidence in the business.
Capture the reason without pressure
Offer a concise way to explain the decision and distinguish customer statements from internal interpretations. Common themes may include limited use, changed circumstances, price, missing capabilities or service experience. Do not force every case into a category that supports the team’s preferred narrative.
Review preventable patterns
Look for recurring issues that could be addressed through better qualification, onboarding or product design. Share findings with the teams that can act. Some cancellations reflect a natural end to the customer’s need; the goal is useful learning and a respectful experience, not eliminating every departure. Include the timing of the cancellation in the review. An immediate departure after purchase can indicate expectation or onboarding issues, while a later departure may reflect changing needs. The same stated reason can mean different things at different journey stages.
Illustrative operating example
A hypothetical customer cancels because their temporary event project has ended. That differs from a customer who never understood setup. Combining both under lack of use would hide the onboarding improvement available in the second case.
Make it practical.
Use this checklist as you read. Checks are not stored.Published by Tap Tap Go. Product availability and eligibility vary by programme and market. About our stories.
