In the simplest terms, a cancellation flow is a series of steps you want to take your customers through once they have initiated a cancellation request. A cancellation flow typically starts from the point your customer expresses intent to visit the cancel page (often through a button), and progresses well beyond the (and if) point where your customer has churned or has been successfully deflected. It also continually analyzes the outcomes and feeds actionable insights to other business systems for future optimization.