Member Support · Retention Playbook

Keep the member. Every time.

Every contact is a chance to keep a member. Own it, fix it, never go silent, always leave a next step.
1

Main rules

Core rules

  1. Open by owning it. Acknowledge the issue warmly and stay positive before you explain or fix.
  2. Never go silent. Checking something? Say so and give a time, then come back.
  3. Always leave a next step, a resolution they confirm or what happens next and when.
  4. Only mark Solved once they say they're good. On money, lean toward the save.

Channel strategy

Golden rule: keep SMS short and friendly (one or two lines, one ask). Anything long, sensitive, or emotional means pick up the phone. Email is a backup, never your primary channel.
1 Text first 2 Call for anything real 3 Voicemail if no answer

How many tries, and when

Golden rule: move fast, space your tries out, and cap it at 3 real attempts. Always leave the door open, and stop chasing the moment they reply.
AttemptWhenChannel
1stSame day, within a few hoursText, then a call
2ndNext dayCall, leave a voicemail, then a text
3rd (final)Day 4 or 5Email, and leave the door open

Never do this

Don't: mark solved after going silent · ask for screenshots in chat · default to TENOFF for real failures · lead with the $59 fee · send a long SMS when it should be a call · make email your primary channel · chase a member more than 3 times · say "Sadly."
2

Offers

Default means you can give it yourself. Get a manager's approval only to go above it.

SituationYou can give (default)Get approval if
Cancelled on their own · monthly5 months freeover 5 months
Cancelled membership · annual$20 off membership in creditsover $30
Low rating (member or VIP) · by stars1★ = 50% of value · 2★ = 30% · 3★ = 15%anything over default
Could not charge (card failing)3 months free if they add a cardover 5 months

Prefer account credit over discount codes, because credit keeps them booking. Reserve TENOFF for minor goodwill only.

3

Member cancelled

Three cases. Figure out which one first. Remember: the member cancels directly, we only get notified, so our job is to win them back.

Win backA. Cancelled because payment failed
The move: this member didn't choose to leave, their card did. Catch them fast and it's an easy save.
  1. Reach out proactively as soon as the charge fails, before they lapse.
  2. Ask them to add a new card to their account, in the app or at www.washos.com (never a link you send, they update it themselves).
  3. Reward them for staying with the offer below, then confirm the membership is active again.
OFFERMember adds a new card to their account and gets 3 months free. (Approval only above 5 months.)
Tap a channel for a sample
Hi [Name], Kat at Washos. Heads up, your membership payment didn't go through. Add a new card to your account, in the app or at www.washos.com, and I'll give you 3 months free to stay. Want me to walk you through it?
"Hi [Name], this is Kat from Washos, nothing to worry about. Your last membership payment didn't go through, so I wanted to catch you before it lapsed. If you add a new card to your account, in the app or on the website, I'll put 3 months free on your membership as a thank you. Happy to stay on the line while you do it."
Subject: A quick fix to keep your Washos membership
Hi [Name], Your last membership payment didn't go through, so your account is about to cancel. Please add a new card to your account, in the app or at www.washos.com under your payment settings, and I'll add 3 months free to keep you going. Reply and I'll help however I can. Kat, Washos Member Support
Churn riskB. Cancelled on their own
The move: the member already cancelled themselves and we only got notified, so it is done. They also turned down the automatic 3 months free during the cancel flow, so 3 months is not enough here, lead with a bigger offer of 5 months free. Your job is to reach out fast, find out why, and win them back.
  1. Reach out promptly after the cancellation notice, while it is still fresh.
  2. Ask warmly what made them cancel. The reason decides the save.
  3. Match the reason below and invite them back with the offer. If they accept, reactivate the membership. If not, thank them and leave the door open.
Match the reason to a save
ReasonSave move
Too expensiveValue first (30% off every wash), then offer: monthly = 5 months free · annual = $20 credits.
Moving awayDo we serve the new area? If yes, transfer their membership. If not, go ahead and cancel, thank them warmly and leave the door open.
Bad experienceFix it first (see §4), then ask for one more shot.
Not using itOffer to pause the account, or use the recovery offer to win them back.
Tap a channel for a sample
"Hi [Name], it's Kat from Washos. I saw you cancelled your membership and wanted to reach out personally. Can I ask what led to it? … [listen] … I'd really like to win you back, and here's what I can do: [offer]. Would that change your mind?"
Hi [Name], it's Kat at Washos. I saw you cancelled your membership, so sorry to see you go! Mind if I ask what led to it? I'd love to help and hopefully win you back.
Subject: Sorry to see you go, can we win you back?
Hi [Name], I saw you cancelled your Washos membership and wanted to reach out personally. Members save 30% on every wash, and I'd love to bring you back. If you reactivate, I can add 5 months free as a thank you. Just reply "yes" and I'll take care of it. If it was about a recent wash, tell me what happened and I'll make it right first. Either way, I'm here. Kat, Washos Member Support

Terms confirm wording: 12 month minimum, $59 early termination fee, fees are not refundable, one free month on signup (there is no "30 month trial"), subscription purchases don't earn loyalty.

Still at riskC. Took the automatic 3 months free instead of cancelling
The move: they started to cancel, saw the automatic 3 months free offer, accepted it, and stayed. Good news, but the reason they wanted to leave is still there. Reach out to learn why and fix it, so they don't churn when the free months end.
  1. Reach out warmly and thank them for staying.
  2. Ask what had them thinking about cancelling in the first place.
  3. Fix the root cause (service, price, or how much they use it) and note the reason. Don't add another offer, they already have 3 months free.
Tap a channel for a sample
"Hi [Name], this is Kat from Washos. Thanks so much for staying with us. I noticed you were thinking about cancelling recently, and I'd really like to understand what prompted it so we can make it right. What was going on?"
Hi [Name], Kat at Washos. Thanks for staying with us! I saw you were considering cancelling, mind if I ask what was on your mind? I want to make sure Washos is working well for you.
Subject: Thanks for staying, how can we make Washos better?
Hi [Name], Thank you for staying with Washos. I noticed you were thinking about cancelling recently, and I'd love to understand what prompted it so we can make things right for you. If anything hasn't been up to standard, just reply and tell me. I'm here to help. Kat, Washos Member Support
4

Low rating (3 stars or below)

Escalation onlyLow rating escalated to a human
The move: this is automated now. When a member rates 3 or below, the system makes them submit photos and gives an automatic offer. You only step in when they escalate to a human, which means the automatic offer didn't satisfy them. Your job is to acknowledge, get the full story, and get any make-good approved by Sean before you offer it.
  1. Open the escalation. The photos, star rating, and booking details (including which detailer did the job) are already attached, review them first.
  2. Acknowledge and apologize, referring to what you can see in the photos. Don't ask for photos again, they are already there.
  3. Ask for a bit more detail so you fully understand what went wrong. Do not promise an amount yet.
  4. Decide the make-good using the offer rules (comp by stars below), but get it approved by Sean before you offer it. Then follow up with the member. If there is damage, escalate to management and follow up within 24 to 48 hours.
COMP BY STARS1★ = 50% of value · 2★ = 30% · 3★ = 15%, as account credit. Any offer here must be approved by Sean before you give it.
Tap a channel for a sample
Hi [Name], it's Kat at Washos. I've reviewed the photos from your last wash and I'm so sorry it missed the mark. I want to make this right for you, could you tell me a bit more about what went wrong?
"Hi [Name], this is Kat from Washos. I've seen your rating and the photos from the last wash, and I'm really sorry it fell short. I'd like to understand exactly what happened so I can make it right, can you walk me through it? … [listen] … Thank you, let me look into this and I'll come back to you shortly with how we'll fix it."
Subject: Sorry we missed the mark, let's make it right
Hi [Name], Thank you for the honest rating. I've reviewed the photos from your last wash and I'm sorry it didn't meet our standard. So I can make this right, could you share a bit more about what went wrong? I'll review it with our team and follow up with you shortly. We appreciate the chance to earn it back. Kat, Washos Member Support