Musely: Elevating the Cancellation Flow with Firework’s AVA

The Challenge: A Static Flow That Didn’t Resonate

Before Firework, Musely’s cancellation flow tried to address churn by presenting users with reason-based flows (e.g., “Too expensive,” “Not seeing results,” etc.). Each choice triggered a set of suggestions or information. The problem? Disappointed subscribers - already frustrated by their experience - were not receptive to more reading or complex steps. They typically clicked through or abandoned the process without fully engaging.

In other words, Musely recognized that knowing a user’s chosen reason wasn’t enough - how that reason was addressed mattered. A static form gave no room for nuance or back-and-forth dialogue. Subscribers left feeling unheard - and Musely lost the chance to organically guide them to a better solution, like adjusting dosage or pausing shipments.

Seeking a More Natural, Empathetic Approach

Musely wanted an off-boarding experience that mimicked a genuine conversation with a support rep. This meant:

1. Organic Interactions: Users could freely express their concerns, not just pick from a menu.
2. Real-Time Suggestions: Instead of pre-scripted paragraphs, they’d get answers that adapt to the actual words typed by the user.
3. Actionable, Nuanced Data: Captured in the user’s own words, providing deeper insights than a rigid dropdown ever could.

Their search led them to Firework, whose AI Virtual Assistant (AVA) promised a human-like, flexible conversation layer to truly engage with a canceling subscriber.

Firework’s AVA: Turning Static Forms into Dynamic Interactions

By integrating Firework’s AI Video Assistant (AVA) into the cancellation flow, Musely swapped out static questions and text blocks for an interactive dialogue. Here’s how it works:

• Conversational Start: When a user goes to cancel, AVA greets them kindly, asking why they’ve decided to leave - in a friendly, open-ended way rather than a forced multiple-choice.
• Adaptive Responses: As users type their reasons - be it “I have too much product left” or “It’s not working fast enough” - AVA dynamically tailors suggestions to that specific concern. Instead of reading a long FAQ, users engage in a two-way chat that feels like a real conversation.
• Empathy & Ease: Instead of feeling like they must “figure out” the right drop-down option, customers can speak naturally in their own words. AVA responds with on-brand empathy and relevant solutions - like skipping a month, adjusting dosage, or clarifying realistic timelines for skincare results.

‍“AVA’s strength is it doesn’t throw more text at frustrated users,” Rocco says. “It turns their complaint into a conversation where we can genuinely respond in real time.”

Richer Insights from Free-Text Input

One major benefit Musely discovered is how free-text, user-generated feedback unlocks deeper understanding. Instead of a user picking “Cost” or “Not seeing results,” they might write:

• “It’s too expensive for me right now, but I like the product.”
• “I haven’t noticed a change in my dark spots yet, maybe I’m using it wrong?”

This nuanced data reveals sub-reasons and emotional context. Over time, Musely can aggregate these phrases to spot trends or common frustrations. The brand can also dissect responses by time period, user segment, or product line, guiding future improvements in product, support, and marketing.

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“We’re seeing reasons that didn’t fit neatly into our old categories,” Rocco notes. “We can act on them - whether that’s clarifying usage instructions, adjusting shipping intervals, or creating a new discount tier.”

The Impact: Higher Retention & a Better User Experience

Musely’s transition from a rigid, form-based flow to a conversational AI significantly improved customer retention and satisfaction:

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Even more importantly, Musely gained a continuous feedback loop. Instead of just quantitative data about cancellation reasons, they have qualitative insights in the actual words of customers. This has become a powerful resource for roadmapping improvements - like launching educational content on realistic skincare timelines or adjusting product formulas for specific concerns.

Even more importantly, Musely gained a continuous feedback loop. Instead of just quantitative data about cancellation reasons, they have qualitative insights in the actual words of customers. This has become a powerful resource for roadmapping improvements - like launching educational content on realistic skincare timelines or adjusting product formulas for specific concerns.

“Now we truly hear our customers,” says Rocco. “And it’s not just a static reason code - it’s their own words. That’s invaluable.”

Why Firework’s AVA Stands Out

1. Conversational Intelligence
   Unlike standard chatbots that follow rigid scripts, AVA’s contextual AI feels like a natural conversation. Users feel heard, not handled.
   
   
2. On-Brand Empathy
   Firework customizes AVA’s tone and knowledge base to Musely’s voice, ensuring every reply is consistent with Musely’s caring approach to skincare.
   
   
3. Scalable & Easy
   Despite its sophistication, AVA was simple to deploy. It scales to handle thousands of cancellations without burdening Musely’s support team.
   
   
4. Continual Learning
   Each conversation feeds back into Musely’s data pool, refining the brand’s understanding of user pain points and improving future interactions.
   

Beyond Cancellations: A Roadmap for Conversation-Led Customer Experience

Encouraged by the success with off-boarding, Musely plans to expand AVA into other touchpoints - like onboarding, FAQs, and user follow-ups. The same conversational approach that saved subscriptions can also proactively address user confusion or doubts at earlier stages.

“It’s not just about churn,” Rocco observes. “A conversation-driven experience can help from day one - showing customers how to use our treatments, addressing side-effect worries, or letting them tweak their shipping schedule. The possibilities are huge.”

Conclusion: Turning Static Flows into True Conversations

Musely’s journey underscores a pivotal lesson: having a list of reasons isn’t the same as truly engaging with customers. By transforming a checklist-based cancellation process into a dynamic AI conversation, they’ve not only cut churn but also uncovered richer insights for continuous growth.

If you’re a subscription brand grappling with high off-boarding rates, take a page from Musely’s playbook: Meet users where they are with an empathetic, organic conversation. Firework’s AVA does exactly that, and the results speak for themselves - 1 in 4 cancellations deflected, a 22× ROI, and a treasure trove of free-text data that drives better decisions.

Ready to make your subscription experience more human? Get in touch with Firework and learn how AVA can replace static flows with interactive dialogues that listen, adapt, and retain.

About Musely

Musely is a telehealth platform connecting consumers with board-certified dermatologists for personalized skincare treatments, aiming to democratize prescription-level results. By placing trust and user engagement at the forefront, Musely continues to innovate the online skincare journey.

About Firework

Firework specializes in conversational AI solutions that help subscription businesses engage customers at critical touchpoints. From cancellation flows to holistic brand experiences, Firework’s AI Virtual Assistant (AVA) delivers empathy, insight, and measurable ROI for forward-thinking DTC and e-commerce brands.