User experience feedback: Ask about the overall user experience and whether there were specific pain points or challenges that influenced the decision to churn.
Competitor comparison: Explore whether customers switched to a competitor and, if so, why. Understand where your competitors shine.
Feature requests: Check if some specific features or functionalities would have encouraged the customer to stay. This insight can guide product development.
Customer support assessment: Evaluate the customer's perception of the support they received during their journey, identifying areas for improvement.
Satisfaction levels: Measure overall customer satisfaction with the product or service and any changes or updates that might have influenced the decision to churn.
Steli Efti, CEO of Close, adds why asking customers what’s missing is key. “Let’s say a customer churned because they’re missing a specific feature. But maybe you’re about to release this feature in your product. In cases like this, churn can be prevented.”
Example: Hussle, an online marketplace for gyms and spas, set up a customer churn survey to see why users were canceling their subscriptions.
Ask-Churning-Customers-Why-They-re-Leaving-Example-of-Hussle
Using these surveys, they found a clear gap in their features. And france telegram data in time, this led them to develop a whole new product inside their service. Luke, Product Lead at Hussle, says this: “We send these surveys out to every churned customer, and get a few new insights every single day.”
11. Segment and Analyze Churn by Cohort
Segments will give you information about the users who completed a specific action, while cohorts blend events in a set period of time.
How to use segmentation to reduce churn: Identify users who have shown decreasing engagement over time by segmenting them based on their activity levels. For instance, group users who haven't logged in or used key features in the last 30 days. Target this segment with personalized re-engagement campaigns, offering incentives or highlighting new features to reignite their interest and curb potential churn.