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How long were you an SAE before promoting to AS?
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Oh this is tough. I personally do not have much experience with this, but do you send reminders out as the end of the notice period is approaching? That way you can kindly let them know you reached out the day/days/weeks before to remind them?
That's not fun. What is your reminder cadence like? It might be worth revisiting if you're experiencing this regularly.
My first instinct is that it sounds like more communication is needed. If people are aware of a date coming up and ignore it, that's on them. But if they feel like they've been blindsided, they're going to be discomposed. Better communication about the cancellation period ending might obviate a lot of the bad feeling.
Thank you for the input! We are going to be better at communicating this to customers and I created a template message now for the team to use to notify customers about their upcoming renewal