{"id":2609,"date":"2022-07-06T14:36:59","date_gmt":"2022-07-06T14:36:59","guid":{"rendered":"https:\/\/refiner.io\/blog\/?p=2609"},"modified":"2024-08-12T10:37:18","modified_gmt":"2024-08-12T10:37:18","slug":"churn-survey-how-to-use-surveys-to-reduce-saas-churn","status":"publish","type":"post","link":"https:\/\/refiner.io\/blog\/churn-survey-how-to-use-surveys-to-reduce-saas-churn\/","title":{"rendered":"Churn Survey: How to Use Cancellation Surveys to Reduce SaaS Churn"},"content":{"rendered":"\n

Want to run churn surveys but don’t know where to begin? <\/strong><\/p>\n\n\n\n

Well, we\u2019ve all been there.\u00a0<\/p>\n\n\n\n

We’ve all experienced the pain of seeing some of our customers leave. <\/p>\n\n\n\n

But the thing is – churn<\/a> is an unavoidable part of our reality in SaaS. It\u2019s not something we can eliminate completely. <\/p>\n\n\n\n

We can work towards reducing it, though, and try to retain some of those customers for longer. <\/strong><\/p>\n\n\n\n

To do that, however, we first need to figure out why those people leave. That\u2019s where churn surveys come in.<\/p>\n\n\n\n

So, in this guide, you\u2019ll learn everything about churn surveys – from what they are, to how to run them, and I\u2019ll even show you what churn survey questions to ask.<\/p>\n\n\n\n

Intrigued? Let\u2019s get right to it, then.<\/p>\n\n\n\n

What Is a Churn Survey in Saas? <\/h2>\n\n\n\n

A churn survey is a series of questions you ask a customer when they decide to stop their subscription to your service.<\/p>\n\n\n\n

Let\u2019s say a customer doesn\u2019t want to use your product anymore. They already decided to cancel the subscription and are ready to hit the \u201cdelete account\u201d button.<\/p>\n\n\n\n

You can simply let them go or you can use the opportunity to run a quick churn survey to help you understand the reasons why they canceled their subscription.<\/p>\n\n\n\n

This is what a churn survey question could look like.<\/p>\n\n\n

\n
\"churn<\/figure><\/div>\n\n\n

Why Do You Need to Run a Churn Survey <\/h2>\n\n\n\n

Let\u2019s look at the key reasons to run a churn survey for your SaaS business.<\/p>\n\n\n\n

#1. Churn surveys help you understand why customers leave<\/h3>\n\n\n\n

The best way to improve your product is to know why your customers stop using it.<\/p>\n\n\n\n

A churn survey can help you gather the type of feedback that you won\u2019t access, for example, from your happiest users or the net promoter score<\/a> (NPS) that measures customer loyalty. <\/p>\n\n\n\n

It\u2019s your chance to discover your product\u2019s blind spots that can prevent your growth.<\/p>\n\n\n\n

For instance, the responses can vary from the high pricing to the complicated features to use. The more you collect such insights, the easier it becomes to spot the trends on why your customers left.<\/p>\n\n\n\n

#2. The information you collect will also help you prevent churn<\/h3>\n\n\n\n

Let\u2019s be realistic, the chances are not in your favor when someone has decided to leave but this shouldn\u2019t stop you from trying. <\/p>\n\n\n\n

How about offering a solution to your customers\u2019 problems?<\/p>\n\n\n\n

In many instances, businesses are offering alternative options to churned users to convince them to stay.<\/p>\n\n\n\n

Let\u2019s say someone thinks your product is too expensive. You could use the churn survey to offer them a discount for a set period.<\/p>\n\n\n\n

The churn survey is your last chance to prevent a cancellation so make sure you pay attention to your customers\u2019 concerns to address them appropriately.<\/p>\n\n\n\n

#3. Churn surveys also help you improve the user experience<\/h3>\n\n\n\n

The feedback you\u2019re gathering from a churn survey can be the secret to establishing a successful product roadmap.<\/p>\n\n\n\n

It\u2019s not just about the customers who leave but the insights can also help you strengthen your product offering for your most engaged audience.<\/p>\n\n\n\n

Imagine you launch a churn survey and several users mention they were not happy with the customer experience while using the product. <\/p>\n\n\n\n

Just like that, you discover that you need to boost your customer service across different touchpoints and improve the processes to keep your customers happy.<\/p>\n\n\n\n

What Do You Need to Include in a Churn Survey? <\/h2>\n\n\n\n

A churn survey has to be short and sweet to have higher chances of engagement. You don\u2019t want to ask for too many things from your lapsed users who have already canceled their subscriptions, right?<\/p>\n\n\n\n

It should include a brief introduction of a couple of sentences where you invite the user to fill in the survey.  <\/p>\n\n\n\n

The questions should be direct and easy to understand. You can even be clear on the time commitment that the survey requires.<\/p>\n\n\n\n

Here is an example of a churn survey template that you can use.<\/p>\n\n\n\n

We\u2019re sorry to see you go \ud83d\ude41<\/em><\/p>\n\n\n\n

Before you leave, we\u2019d love to know why you canceled your subscription. Your honest feedback will help us improve our product.<\/em><\/p>\n\n\n\n

Why did you decide to cancel your subscription?<\/em><\/strong><\/p>\n\n\n\n