Brightback Category & Reasons

We have found that there are three subscription business models that typically use Brightback - SaaS, Digital, and eCommerce. These business models each have their own unique set of customer challenges, and thus warrant having different Survey Reason Libraries to support them. Therefore, we break our default Brightback Survey Reasons down into Business Models and Categories within those business models. 

The benefit of mapping your cancelation reasons to the corresponding Brightback Business Model and Survey Reason is that this allows us to properly categorize that reason for our benchmarking. We currently provide Brightback Benchmarks offline via your dedicated TAM, but will be introducing these into the admin app in the future. 

Note: We realize that not all possible categories are available here so choose the one that best fits your survey question. It won't affect what your canceller sees in the Experience.

When you go to create a new survey reason in Brightback, you will first choose which Business Model you want to select a reason from:

Within each Business Model you will be presented with a Reason Category and a set of reasons within it that correspond to that Category. 

Here is a breakdown of the Business Models and Categories within each:

  • SaaS
    • Product
    • Needs
    • Pricing
    • Execution
    • Customer experience
    • Company
  • Digital
    • Product
    • Needs
    • Pricing
    • Execution
    • Customer experience
  • eCommerce
    • Product
    • Needs
    • Pricing
    • Customer experience
    • Shipping & handling

Then within each Category, we have a subset of Brightback Reasons that we have standardized from working with other Customers. Try to find the Brightback Reason that maps best to your specific cancel reason. This step is important because it will allow us to connect that reason to our cross company benchmarking later. For example, how do you compare to the industry average at deflecting customers who select reasons related to shipping delays for example, or poor customer onboarding experiences? Taking some time upfront to get this right is worth the effort. 

If you have already created a reason and don't think it has the correct category, fear not, you can change it within the Reason Library. 

Simply open the reason editor and update the Set Brightack reason dropdown with the corresponding Business Model > Category > Brightback reason that makes sense for you. You also can make this change from directly within the Page Editor now as well. 

Note: If you signed up for Brightback prior to Nov, 2021 you initially launched under our old reason library, which was mostly aimed at the SaaS use case. You will notice that your reasons either now are classified as SaaS or Legacy. If they are Legacy, that means that you may need to go in and re-map this reason to one of our new Brightback Reasons to pick up the benefit of our expanded Business Model and Category benchmarking. If you have any questions about this, please contact your TAM or support@brightback.com and we will assist you. 
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