UK

United Kingdom · Marketing · C-Suite (20+ years)

VP, Customer Intelligence & Strategy

Here is the whole job, in plain words. What it is, what you decide, how you're judged, how people get here and where they go next. Then the part no course gives you: twelve AI tutors who learn your work.

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  • Experience bandC-Suite (20+ years)
  • Direct reports100 reports
  • Reports toCEO or Board of Directors
  • UK framework levelUsually a director, accountable for a division and its numbers

Also advertised as Chief Customer Officer (CCO) · Chief Insights Officer · Head of Enterprise Customer Strategy · Executive Vice President, Customer Experience

Built on 43,079 real UK job descriptions we analysed · grounded in qualifications employers recognise

Two short quizzes about you

1From this job to a course

The qualifications matched to this job

OTHM Level 7 Diploma in Data Science OTHM Qualifications · Level 7 · covers 2 of 6 standards
NCC Education Level 5 Extended Diploma in Computing with Data Science NCC Education Limited · Level 5 · covers 1 of 6 standards
Level 6 Award in Data-led Decision Making Institute of Sales Professionals · Level 6 · covers 1 of 6 standards
Pearson BTEC Level 5 Higher National Diploma in Computing for England Pearson Education Ltd · Level 5 · covers 1 of 6 standards
Pearson BTEC Level 5 Higher National Diploma in Digital Technologies Pearson Education Ltd · Level 5 · covers 1 of 6 standards

Matched from the standards this job is measured against: a suggestion, not an official ruling.

The units you would start with

Data Science Foundations OTHM Level 7 Diploma in Data Science
Introduction to Data Science and Big Data NCC Education Level 5 Extended Diploma in Computing with Data Science
Data-led Decision Making Level 6 Award in Data-led Decision Making
Apply the Concepts of Data Science to Computer Engineering NOCN Level 5 Diploma in Computer Engineering (Information Technology and Data Science)
Data Analytics Pearson BTEC Level 5 Higher National Diploma in Computing for England

The future skills this job leans on

AI Fluency working with AI as a thinking partner
AI Governance Fluency using AI responsibly
Frontier Fluency the next wave, beyond mainstream AI
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Your Plan Illustration

Built for VP, Customer Intelligence & Strategy

5 units that map to this job, from the qualifications that cover it.

  1. Data Science Foundations OTHM Qualifications · covers 2 of 6 standards Level 7
  2. Introduction to Data Science and Big Data NCC Education Limited · covers 1 of 6 standards Level 5
  3. Data-led Decision Making Institute of Sales Professionals · covers 1 of 6 standards Level 6
  4. Apply the Concepts of Data Science to Computer Engineering NOCN · covers 1 of 6 standards Level 5
  5. Data Analytics Pearson Education Ltd · covers 1 of 6 standards Level 5
These are the real units behind this job, in the order they rank for it. Nothing here is marked done, because this plan has not been started by anyone yet. Yours would fill in as you go.

2AI and this work

Will AI change your work as a VP, Customer Intelligence & Strategy?

Nobody can say exactly how. Here is what this job is being asked for next, and where to start.

The new skills this role is being asked for

  • Ethical AI Governance & Explainability
  • Web3 & Decentralised Customer Experiences
Why each one is rising

The future skills this job leans on

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

What happens when you start

Next, a free account. We build your VP, Customer Intelligence & Strategy plan as you set up, starting with a Future Fluency module on using AI in your job. No card.

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3What this role really is

This role sets the direction for how a business understands its customers, shaping product decisions and market strategy across the organisation.

4What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

Enterprise Customer Data Platforms (e.g., Segment, Tealium, Salesforce CDP) Strategic

Evaluating and selecting enterprise CDP solutions, defining data governance policies, and overseeing the strategic integration and activation of customer data across the organisation.

Advanced BI & Executive Reporting Suites (e.g., Domo, Power BI Premium, Tableau Server) Strategic

Governing the company's BI strategy, defining strategic KPIs, and consuming/interpreting C-suite level dashboards to drive enterprise decision-making. You'll direct the creation of these, not build them.

Statistical Modelling & Predictive Analytics Platforms (e.g., SAS, R, Python-based ML frameworks) Strategic

Directing the methodological approach for large-scale predictive modelling, championing the use of advanced techniques, and interpreting the strategic implications of model outputs for the Board.

Qualitative Research & Survey Platforms (e.g., Qualtrics, UserTesting, ethnography tools) Strategic

Evaluating and selecting enterprise research platforms, setting global research standards, and ensuring the ethical and effective execution of all qualitative and quantitative research programmes.

5What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choiceComing in Where you are nowThe step above
Enterprise Customer Data Strategy & Architecture N/A (no involvement) N/A (no involvement) N/A (no involvement)
Major Strategic Initiative Approval (e.g., new market entry, significant product pivot) N/A (no involvement) N/A (no involvement) N/A (no involvement)
Customer Intelligence Function P&L & Budget Allocation N/A (no involvement) N/A (no involvement) N/A (no involvement)
Organisational Design of Customer Intelligence Teams N/A (no involvement) N/A (no involvement) N/A (no involvement)

6How you'll be judged

The scoreboard, and what is not on it. The hard targets, how often each is actually looked at, and the quiet signals that never reach a dashboard.

Enterprise Customer Lifetime Value (CLTV) Growth
The overall increase in the predicted revenue a customer will generate over their relationship with us, driven by improved retention, cross-sell, and up-sell.
Target · Achieve a 15-20% year-on-year increase in average CLTV.

If our average CLTV was £1,000 last year, we'd aim for £1,150-£1,200 this year, directly linking this to improved customer experience and targeted marketing strategies you've championed.

Market Share & Penetration Growth
The expansion of our presence in key markets and segments, reflecting successful identification of new customer opportunities and effective competitive positioning.
Target · Increase market share by 2-3 percentage points in our top three strategic markets annually.

If we currently hold 10% of the market in 'X' segment, your strategy should help us reach 12-13% by year-end, driven by deep insights into unmet customer needs.

Return on Customer Intelligence Investment (ROCI)
The financial return generated from investments in customer data platforms, research programmes, and insights teams, measured against the costs.
Target · Demonstrate a ROCI of at least 3:1 for all major customer intelligence programmes.

A £1M investment in a new CDP and insights team should directly contribute to £3M+ in measurable revenue uplift or cost savings within 18-24 months.

Customer Churn Reduction
The rate at which customers stop doing business with us, a critical indicator of customer satisfaction and loyalty.
Target · Reduce overall customer churn by 5-10% year-on-year.

If 10% of our customers churned last year, your strategies should bring that down to 9-9.5%, identifying key behavioural triggers and implementing proactive retention programmes.

Strategic Influence & Board Engagement
How effectively you shape the overarching company strategy and gain buy-in from the Board and Executive Leadership Team for customer-centric initiatives.
  • Regularly presenting to the Board on customer strategy and market trends
  • your recommendations consistently form part of the annual strategic plan
  • executive team actively seeks your input on major decisions (e.g., M&A, new product launches)
  • you're seen as the definitive voice of the customer at the highest levels.
Organisational Customer-Centricity
The degree to which customer understanding is embedded and acted upon across all departments, not just Marketing.
  • Product roadmaps clearly reflect customer needs identified by your team
  • Sales teams use behavioural insights to refine pitches
  • Operations teams adapt processes based on customer journey feedback
  • internal surveys show high awareness and adoption of customer intelligence tools and frameworks across the business units
  • you've successfully driven a cultural shift towards 'customer-first' thinking.
Innovation & Foresight
Your ability to anticipate future customer needs, market shifts, and competitive threats, leading to proactive strategic adjustments.
  • You've identified and championed at least two significant, multi-year strategic initiatives based on future customer trends that are now in execution
  • our R&D pipeline is directly informed by your long-range behavioural forecasts
  • we're consistently ahead of competitors in understanding and responding to emerging customer behaviours.
Team Leadership & Talent Development
Your effectiveness in building, mentoring, and retaining a world-class customer intelligence function.
  • High employee engagement and low attrition rates within your direct and indirect teams
  • a clear succession plan for key leadership roles
  • your team members are regularly promoted or take on expanded responsibilities
  • you're recognised as a leader who fosters a culture of continuous learning and innovation.

7Would you like it

Both sides. What people enjoy, and what grinds them down.

What people enjoy
Shaping Enterprise Destiny

You'll spend your days in strategic planning sessions, board meetings, and deep-dive discussions with business unit leaders, constantly thinking about how customer insights can drive the next big company move. The thrill comes from seeing your recommendations translate into multi-year strategic roadmaps and significant market shifts.

Leading the charge on a new market entry strategy, backed by your team's deep dive into unmet customer needs in that region, and seeing it become a £50M revenue stream within three years.

Building a Legacy of Intelligence

You're not just running analyses; you're building the entire customer intelligence capability for the company. This means defining the data architecture, selecting the enterprise platforms, and cultivating a culture where customer insights are paramount. You'll find immense satisfaction in creating a robust, future-proof system for understanding our customers.

Overseeing the successful implementation of a new enterprise CDP that unifies customer data from 10+ sources, enabling hyper-personalised marketing and product development across all business units.

Driving Tangible Commercial Impact

Your focus is always on the bottom line. You'll be constantly looking for ways to link customer understanding directly to revenue growth, cost savings, and improved profitability. The satisfaction comes from seeing your strategic initiatives directly contribute to multi-million pound P&L improvements and increased shareholder value.

Identifying a critical churn driver through behavioural analysis, then leading a cross-functional initiative that reduces churn by 8%, resulting in an estimated £10M annual revenue retention.

What frustrates people
  • The 'short-termism' of quarterly reporting cycles clashing with your long-term strategic vision.
  • Internal politics and resistance to change from entrenched business units who prefer 'how we've always done it'.
  • The sheer complexity of unifying disparate data sources and getting everyone to agree on a single source of truth for customer data.
  • Having to constantly justify significant investments in customer intelligence infrastructure to a sceptical finance team.
  • The challenge of attracting and retaining top-tier talent in a highly competitive market for behavioural scientists and data strategists.
What this role does not give you
  • Daily hands-on data analysis or model building.
  • A quiet, solitary work environment; this is a highly collaborative and visible role.
  • Immediate, short-term project wins; your impact is measured over years, not months.
  • A role where you can avoid difficult conversations or challenging senior leadership.
  • A role without significant P&L accountability and the associated pressures.

8Who you work with

This role owns the holistic view of the customer across the entire company. You're accountable for our enterprise-wide data strategy, all our intelligence platforms, and driving long-term customer-centric growth. Your decisions will directly shape our market position, influence major investment decisions, and ultimately determine our long-term profitability and shareholder value. It's about embedding customer intelligence into the very DNA of the organisation, making sure every department, from product to sales, is aligned to deliver exceptional customer value.

Inside the business
  • CEO and Executive Leadership Team (ELT)
  • Board of Directors
  • Chief Product Officer (CPO) and Product Leadership
  • Chief Technology Officer (CTO) and Engineering Leadership
  • Chief Financial Officer (CFO) and Finance Leadership
  • Heads of Business Units
Outside the business
  • Key Investors and Shareholders
  • Industry Analysts and Consultants
  • Strategic Partners and Vendors
  • Regulators and Policy Makers
  • Media and Public Relations

9What you need before you start

Not a wish list. The things you would be expected to already have.

  • A proven track record (20+ years) of building and leading large, high-performing customer insights or behavioural science teams within complex, global organisations.
  • Extensive experience in defining and executing enterprise-level customer strategies that have demonstrably driven multi-million pound commercial outcomes (revenue growth, churn reduction, market share gain).
  • Deep expertise in advanced quantitative and qualitative research methodologies, behavioural economics, and customer data platforms, with a strategic rather than hands-on focus.
  • Significant experience presenting to and influencing C-suite executives and Boards of Directors, translating complex data into clear, actionable strategic recommendations.
  • Demonstrated ability to navigate complex organisational structures, build strong cross-functional relationships, and drive cultural change towards customer-centricity.
  • A strong understanding of global data privacy regulations (e.g., GDPR, CCPA) and the ethical implications of using customer data and AI.

10What to practise next

Where the job is going, and what to do about it starting this week.

Quantum Computing Implications for Customer Intelligence

While still nascent, quantum computing has the potential to revolutionise data processing, encryption, and complex optimisation problems. Leaders need to understand its long-term implications for our data strategy, security, and competitive advantage.

Quantum Machine Learning · Post-Quantum Cryptography · Quantum Optimisation · Quantum Sensing for Customer Data

  • This year: Engage with leading academic institutions or consultancies specialising in quantum computing to understand its trajectory and potential applications.
  • Next 2 years: Develop a 'quantum readiness' roadmap for our customer data infrastructure.
  • Ongoing: Monitor research and development in quantum computing, particularly in areas relevant to large-scale data analysis and security.

Quick win: Read introductory books or articles on quantum computing for business leaders. It's about conceptual understanding, not coding, at this stage.

11Staying current once you are in

What people here do to keep up
  • Regularly speaking at major industry conferences (e.g., Festival of Marketing, ANA Masters of Marketing, Behavioural Economics conferences) as a recognised thought leader.
  • Serving on advisory boards for start-ups or academic institutions focused on customer intelligence, AI, or behavioural science.
  • Publishing articles or white papers in reputable business journals or industry publications.
  • Mentoring rising talent within the organisation and externally, fostering the next generation of customer intelligence leaders.
  • Engaging in continuous executive education on emerging technologies (AI, Web3) and global market trends.

12The rising capability

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

Ethical AI Governance & Explainability

As AI becomes more embedded in customer interactions and decision-making, the ethical implications and regulatory scrutiny will intensify. Trust is paramount. Leaders need to not only understand AI's capabilities but also its societal impact and how to ensure fair, transparent, and accountable use.

  • AI Explainability (XAI)
  • Algorithmic Bias Detection & Mitigation
  • Privacy-Preserving AI
  • AI Policy & Regulation

Web3 & Decentralised Customer Experiences

The shift towards decentralised technologies (blockchain, NFTs, metaverse) is fundamentally changing how customers interact with brands, own assets, and perceive value. Leaders need to understand these new paradigms to strategically position the company for the next generation of digital commerce and community.

  • Tokenomics & Digital Ownership
  • Decentralised Autonomous Organisations (DAOs)
  • Metaverse & Immersive Experiences
  • Identity & Privacy in Web3

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Enterprise Customer Data Strategy & Architecture
  • Advanced Behavioural Economics & Psychology
  • Marketing Mix Modelling (MMM) & Attribution
  • Qualitative & Quantitative Research Governance
  • AI/ML Strategy & Ethical Implementation

14The pathway

The pathway

How you actually get there, here

How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.

  1. 1

    Director of Behavioural Science & Insights (L6)

    3-5 years at L6

    Skills to master

    • Mastering the integration of behavioural science across multiple business units, influencing C-suite decisions, and building high-performing, multi-disciplinary teams. You'd need to show you can consistently deliver multi-million pound impact.

    You're ready to move on when

    • Successfully led a major strategic initiative that resulted in a significant, measurable shift in customer behaviour or market share.
    • Consistently provided insights that directly shaped business unit strategy and influenced executive-level decision-making.
    • Built and retained a highly engaged team of 25-100+ customer intelligence professionals.
    • Recognised internally and externally as a thought leader in behavioural science and customer insights.
  2. 2

    VP of Customer Experience (CX) or Chief Marketing Officer (CMO) at a smaller firm

    5-8 years at a smaller firm, then transition to a larger enterprise

    Skills to master

    • Holistic ownership of customer experience or marketing strategy, including P&L accountability, leading cross-functional teams, and driving growth in a smaller, more agile environment. This path demonstrates broad strategic capability.

    You're ready to move on when

    • Successfully scaled a customer experience or marketing function from scratch or significantly grew it in a high-growth company.
    • Demonstrated full P&L ownership and accountability for customer-related revenue and cost centres.
    • Proven ability to build and lead diverse teams across multiple marketing/CX disciplines.
    • Successfully influenced investor relations and board-level decisions in a smaller, but still significant, company.
  3. 3

    Senior Partner at a Global Management Consultancy (specialising in Customer/Marketing Strategy)

    5-10 years as a Senior Partner

    Skills to master

    • Developing and selling large-scale customer strategy engagements to Fortune 500 clients, leading complex transformation programmes, and managing diverse client relationships at the C-suite level. This path demonstrates strategic advisory expertise.

    You're ready to move on when

    • Consistently delivered multi-million pound consulting engagements focused on customer strategy or digital transformation.
    • Developed deep expertise in a specific industry sector, advising multiple C-suite clients on their customer challenges.
    • Built a strong personal brand and network within the industry.
    • Managed large consulting teams and consistently exceeded revenue targets.

15Where this role leads

The long view: This role can lead to positions such as Chief Executive Officer or Chief Strategy Officer, shaping company direction at the highest level.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how VP, Customer Intelligence & Strategy is actually changing.

Where it leads

Roles this leads to

The record names a next step, but the catalogue has no page for it yet:

  • Chief Executive Officer (CEO)
  • Board Member / Non-Executive Director (NED)

How you would learn this

One to one, on the work you already do

A tutor sets the task against your own job and marks the reasoning, at your pace. There is no cohort to fall behind.

A lesson from Data Science Foundations, worked against VP, Customer Intelligence & Strategy.

Data Science Foundations Level 7

Applied to your work in VP, Customer Intelligence & Strategy

1. To enable the learner to define the scope and landscape of Data Science and differentiate the roles of Data Scientists from other IT professionals. 2. To enable the learner to evaluate key topics within Data Science, including data administration, governance, and big data sources. 3. To enable the learner to describe the architecture and core elements of Apache Hadoop. 4. To enable the learner to analyse the advantages and disadvantages of utilising Artificial Intelligence techniques in a business context. 5. To enable the learner to critically analyse the impact of Big Data on digital transformation within organisations and its effects on users. 6. To enable the learner to review strategies for ensuring data compliance and explain the responsibilities and challenges faced by data specialists.

How the thinking builds
  1. 1 Remember
  2. 2 Understand
  3. 3 Apply
  4. 4 Analyse
  5. 5 Evaluate
  6. 6 Create
An illustration of a Zavmo lesson, built from this role’s own route. The unit, its objective and every criterion above are the awarding body’s own words, not an example.

It is £70 a month, billed monthly. Your free first module is Future Fluency, and you can cancel any time.

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See Your Progress Grow Illustration
VP, Customer Intelligence & Strategy
  • Enterprise Customer Data Strategy & Architecture
  • Advanced Behavioural Economics & Psychology
  • Marketing Mix Modelling (MMM) & Attribution
  • Qualitative & Quantitative Research Governance
  • AI/ML Strategy & Ethical Implementation
This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

16The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

VP, Customer Intelligence & Strategy is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. Chief Executive Officer (CEO)

    5-10 years post-VP, Customer Intelligence & Strategy

    Enterprise Leadership

    • Organisational Design & Culture Transformation Shaping the entire company's structure, values, and operating model.
    • Global Market Expansion & Geopolitical Strategy Overseeing entry into new international markets and navigating complex global challenges.
    • M&A Strategy & Integration Identifying acquisition targets, leading due diligence, and overseeing post-merger integration.
    • Innovation Ecosystem Leadership Fostering a culture of continuous innovation across all departments, not just customer-facing ones.

  2. Board Member / Non-Executive Director (NED)

    3-5 years post-VP, Customer Intelligence & Strategy (often alongside other roles)

    Governance & Strategic Oversight

    • Risk Oversight (Enterprise) Assessing and advising on enterprise-wide risks, including financial, operational, reputational, and cyber risks.
    • Succession Planning (Executive & Board) Contributing to the long-term leadership pipeline for the company.
    • Remuneration Committee Expertise Understanding executive compensation structures and performance incentives.
    • ESG (Environmental, Social, Governance) Oversight Guiding the company's sustainability and social responsibility agenda.
Working with AI on the job

Working with AI

Where AI is starting to help

At the C-suite level, your time is your most valuable asset. AI isn't here to replace your strategic thinking, but to amplify it, freeing you from the mundane and accelerating your ability to spot trends, synthesise vast information, and communicate with unparalleled clarity. Imagine having a strategic co-pilot that helps you see around corners.

For a VP of Customer Intelligence & Strategy, AI becomes a force multiplier for enterprise-level decision-making. It's about augmenting your ability to process global market data, predict consumer shifts, and craft compelling narratives for the board. We're talking about using AI to elevate your strategic impact, not just to automate tasks.

Predictive Market & Behavioural Modelling

Use advanced AI/ML platforms to build and run sophisticated predictive models that forecast future consumer behaviours, market demand, and competitive responses. This goes beyond simple trend analysis, giving you a data-backed crystal ball for multi-year strategic planning. Imagine simulating the impact of a new product launch or a major competitor's move before it even happens.

Global Research & Trend Synthesis

Leverage AI-powered research assistants to rapidly scan, summarise, and synthesise thousands of global market reports, academic papers, and competitor intelligence documents. Instead of weeks, get a comprehensive overview of emerging consumer trends, regulatory changes, and technological disruptions in hours, allowing you to react faster and more strategically.

Executive Insight Generation & Visualisation

Employ generative AI to transform complex data visualisations and raw insights into board-ready narratives and compelling presentations. AI can help draft executive summaries, highlight key takeaways, and even suggest optimal visualisations to communicate strategic imperatives with maximum impact, saving you hours of refinement.

Ethical AI & Data Governance Oversight

Use AI-driven tools to monitor and audit your customer data platforms for compliance with privacy regulations (like GDPR) and ethical AI principles. This helps ensure fair data usage, detect biases in algorithms, and maintain customer trust at an enterprise scale, reducing regulatory risk and protecting our brand reputation.

Common questions

Common questions

How do you become a VP, Customer Intelligence & Strategy?

Common routes in include Director of Behavioural Science & Insights (3-5 years at L6), VP of Customer Experience (CX) or Chief Marketing Officer (CMO) at a smaller firm (5-8 years at a smaller firm, then transition to a larger enterprise) and Senior Partner at a Global Management Consultancy (specialising in Customer/Marketing Strategy) (5-10 years as a Senior Partner). Times vary with prior experience.

Where can a VP, Customer Intelligence & Strategy progress to?

This role can lead on to Chief Executive Officer (CEO) (5-10 years post-VP, Customer Intelligence & Strategy) and Board Member / Non-Executive Director (NED) (3-5 years post-VP, Customer Intelligence & Strategy (often alongside other roles)), depending on the skills you build.

What new skills matter most for a VP, Customer Intelligence & Strategy?

Increasingly, Ethical AI Governance & Explainability and Web3 & Decentralised Customer Experiences. These are the skills our record of this role lists as growing.

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17Where to go from here

Other roles at Level 7

Same depth of qualification, different job. Useful if the work appeals but this particular role does not.

 More jobs in marketing

Stay in the field you know and move sideways rather than up.
If you leave this industry

A strong grasp of customer behaviour and strategic decision-making applies across most industry sectors, including finance, healthcare, retail and technology. Turning complex data into clear strategy is valued in any of them.

This role profile is © 2026 Growth Engineering Technologies Ltd. Built from UK occupational standards and regulated qualification data, and written for Zavmo.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Start my VP, Customer Intelligence & Strategy plan, free What happens next: a free account, then we build your plan as you set up. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.