Winback 101 Flashcards
What is winback?
Winback is attempting to turn around a Member’s pause, cancellation or return request.
How do we attempt to turn around a Member’s pause, cancellation, or return request?
by ensuring the Member is aware of all the Peloton community has to offer and by attempting to resolve any issues they may be experiencing which initiated the pause, cancellation or return request.
What is one of the most important and closely watched metrics in our organization?
Member Retention Rate
Why do we use winback?
As a Member-first company, we want to give our Members the best opportunity to make the most of their Peloton Bike, Tread, and/or Digital membership. We strongly believe that if the Member has the time to find the right content, our products could be life-changing.
What are the two goals of a Winback?
- To turn around the Member’s decision to cancel an order or return the Bike during the 30-day offer period by helping them discover perks such as home-trial, digital content, or an instructor they like.
- To turn around an existing Member’s decision to cancel their Membership.
What are two challenges when using Winback?
- Some Members may become uncomfortable if they feel we are putting pressure on them to keep their Peloton.
- Peloton isn’t for everyone. Members may not enjoy the Peloton experience and that’s ok.
How do I avoid being pushy when doing a Winback?
With the goal of being a Member’s first company, the aim is to engage in a human conversation to help the Member. The Member should feel we are trying to help them.
Remember, the Member’s decision is always final. If they want to return, let them return.
For Winbacks, care packages may still be used at the agent’s discretion but should NOT be
the primary incentive.
What should agents check for more information on when we can send care packages when attempting a Winback?
the Service Recovery Guidelines
When a Member contacts Support to cancel a membership or a hardware order before delivery, we classify it as a
cancellation.
When we are contacted with a cancellation request, start with
an affirming response.
Let the Member know we will be happy to help them with their request BEFORE starting the winback conversation.
When an agent acknowledges a cancellation request, it builds trust and makes the Member feel comfortable.
When should agents start to ease into the winback conversation?
While pulling up the Member’s order
What are three questions agents can use with a Member to start the Winback conversation?
“Out of curiosity, what made you change your mind about your order?”
“Would you mind sharing with me why you decided to cancel your order?”
“Were you able to visit one of our showrooms to try the Peloton before purchasing?”
What are 6 talking points to identify after you’ve initiated the Winback conversation?
- Buyer’s Remorse
- Content
- Price
- Space
- Hardware/Software Issues
- Injury/Pregnancy
What are two phrases a Member may say if they have Buyer’s Remorse?
“I don’t think it’s for me,” or “I just changed my mind.”
What may be the reason a Member may have Buyer’s Remorse?
the Member may have lost sight of their initial reason for joining Peloton.
How should you attempt to steer the conversation when a Member has Buyer’s Remorse?
Focus on the benefit of the home-trial offer, if eligible.
Try to steer the conversation towards why the Member purchased the Peloton, what their fitness goals are, and how trying the Bike/Tread might help them to make a decision.
Example Response:
“Did you know you can try the Bike at home, risk-free, for up to 30 days? If you don’t like the Bike, we will collect it along with all the accessories and refund everything, including your membership charges.”
What are 4 phrases a Member may say if they have a concern about the Price?
“I did not realize I had to pay $39 per month,” or “Something came up and we can no longer afford it.”
“I’m not enjoying cycling as much as much as I thought I would,” or “I don’t feel like I’m getting my money’s worth.”
What may be the reason a Member may have a concern about the Price?
The Member may not be aware of all the live and on-demand content the Peloton Library has to offer.
The Member may not understand the full value of the Peloton experience in order to justify the price point. Try helping the Member add users to their Peloton.
On the other hand, the Member may not be aware of our membership options. Help the Member download Digital app.
How should you attempt to steer the conversation when a Member has a concern about the Price?
Focus on the value of the membership, including the Digital app. Encourage the Member to try some new content or watch some classes before they decide to cancel. Help the Member download or access Digital content, or add additional Members.
Example Responses (Order Cancellation):
“Did you know we offer financing for Peloton equipment? You can enjoy the Peloton experience with no money down and 0% APR financing. I’d be happy to connect you with our Sales Team to discuss your options.”
“Did you know you can access Peloton Digital content on iOS, Android, and Desktop devices for free?”
Example Responses (Subscription Cancellation):
“Did you know you can have an unlimited number of users in your household, making it more affordable than any other fitness-based membership out there?”
“Have you checked out any of our other fitness disciplines like Yoga, Strength Training or Meditation?”
“Did you know we add new classes every day?”
What phrase might a Member say if they have a concern about Space?
“I don’t think I have room for the Peloton.”
“It’s taking up too much space,” or “I’m moving to a smaller apartment.”
How should you attempt to steer the conversation when a Member has a concern about Space?
Highlight the compact footprint. If they want to cancel a Home-Trial Bike order, remind them that if it doesn’t work out, we will refund everything.
Although the Member no longer has adequate space for the equipment, we should encourage the individual to remain a Peloton Member by leveraging the Digital content and supportive Peloton community.
Example Responses:
“Did you know the footprint is only 4 ft long x 2 ft wide?”
“Have you downloaded our Digital app to explore the Outdoor Running, Yoga, and Strength Training classes?”
“Did you know that Bike and Tread classes can be taken on Peloton Digital with most other home and gym bikes or treads?”
