What is a customer loss survey template?  

Customer loss survey template

This template provides a starting point to gather valuable feedback from customers who are churning or have recently churned. By understanding their reasons for leaving, you can identify areas for improvement and potentially win back lost customers.

Introduction

• Thank the customer for their time and feedback.
• Briefly explain the purpose of the survey (understand why they stopped using your product/service).
• Assure them that their responses are anonymous.

Understanding the customer (Optional)

• How long were you a customer of our company? (Multiple choice: Less than a month, 1-3 months, 3-6 months, 6 months to 1 year, More than 1 year)
• How did you first hear about our company? (Multiple choice: Website ad, Social media ad, Online search, Referral from a friend/colleague, Other)

Reasons for leaving

• What was the primary reason for canceling your service/ending your subscription? (Multiple choice with option to select all that apply)
• Price was too high
• Didn't find the product/service valuable enough
• Didn't meet my needs
• Found a better alternative
• Difficult to use
• Poor customer support experience
• Other (Open ended)
• If you selected "Other," please elaborate: (Open ended)

Additional feedback

• What could we have done to retain your business? (Open ended)
• Is there anything we can do to improve your experience in the future? (Open ended)
• Would you consider using our product/service again in the future? (Yes/No/Maybe)
• If you answered "Yes" to the previous question, what would need to change for you to consider coming back? (Open ended)

Closing

• Thank the customer for their feedback once again.
• Briefly mention how their input will be used to improve (demonstrate that you value their feedback).

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What are the customer lost survey best practices?  

Here are some customer loss survey best practices to maximize the value you get from gathering feedback from churned customers:

Crafting the survey:

• Target the right audience: Focus on customers who have recently churned or are in the churn process. Avoid surveying inactive customers who might not remember their experience clearly.
• Keep it concise (ideally under 10 minutes): A lengthy survey risks low completion rates. Prioritize the most critical questions and avoid overwhelming respondents.
• Multiple question formats: Use a mix of multiple-choice questions for easy data analysis, Likert scale questions to gauge satisfaction levels, and open-ended questions to gather in-depth feedback.
• Actionable questions: Frame questions to yield insights that can be acted upon. Instead of "Satisfied with customer support?", ask "How can we improve the way our support team handles your requests?"

Distribution and promotion:

• Multiple channels: Consider email, website pop-ups, or in-app surveys (depending on the churn stage) to reach customers on their preferred platform.
• Timing is key: Send the survey soon after a customer churns while their experience is still fresh in their mind.
• Clear introduction and incentive (optional): Briefly explain the survey's purpose and the value of their feedback. Consider offering a small incentive (discount code, loyalty points) to encourage participation.

Data analysis and action:

• Go beyond numbers: Analyze quantitative data (multiple choice responses) alongside qualitative data (open-ended responses) to gain a holistic understanding of customer sentiment.
• Identify trends and themes: Look for patterns and recurring issues within the feedback to pinpoint areas with the most significant impact on churn.

• Prioritize improvements: Focus on addressing the most common and impactful reasons for churn based on your analysis. Develop action plans with clear timelines and ownership.
• Communicate action: Inform customers about the actions you're taking based on their feedback. This shows you value their input and are committed to improvement.
• Close the loop: For specific negative feedback, consider personalized outreach to acknowledge concerns and explain how you're addressing them.

Additional best practices:

• Maintain anonymity: Assure customers that their responses are anonymous to encourage honest feedback.
• Test different versions: A/B test variations of the survey (e.g., question order, introduction) to see which one yields better results.
• Regular review and update: Periodically review your churn metrics and survey data to identify any new trends or areas for improvement.

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