Ongoing customer relationships are, by definition, the lifeblood of any subscription-based business. You can only grow by acquiring new customers, upgrading existing customers, and most of all preventing customers from cancelling (‘churning’) or downgrading their subscriptions. Customer needs, however, may change over time. Your customers might need more, less or they might request for different add-ons, products or services. They don’t want to pay for services they do not use any more. Offering your customers with options to easily make changes to their existing (and invoiced) subscriptions can help you to increase customer loyalty and revenues.