The Primary Cancel Flow works as a fallback. When customers do not match to any of the segments previously created they'll fall into the Primary Cancel Flow.
Why is this important?
Without the fallback behavior, the customers would be under the risk of seeing an error message if they do not match any of the segmentations.
What a good Primary Cancel Flow would look like?
The ideal Primary Cancel Flow is more generic and can fit multiple cases. Keep in mind that the customers who fall into it do not match to any of the previous segmentations created.
Example of Use
To make it clearer, take into consideration this example:
A company has two types of subscriptions: monthly and annual.
They created segmented flows for both types of subscriptions to make more tailored offers and communication. Here is their current setup:
Based on customer's requests, their internal team recently created a new subscription type a quarterly-based one.
In the example, if a quarterly-based user triggers the Cancel Flow he'll not match to the billing intervals setup. In this case, he'll see the Primary Cancel Flow.
"No user should go into the fallback"
After creating segmentation and tailoring the flows to each of the existing the expectation is that no user should fall into the Primary Retention Flow.
We understand that in most of the cases it will happen as planned.
However, we opted to play safe when designing the Cancel Flow and have the fallback behavior instead of being at the risk of showing an error message to the customer.