Unlocking the Power of Customer Exit Surveys
Customer needs and preferences can shift over time, making it essential to stay on top of these changes to ensure your product remains relevant. One effective way to do this is through customer exit surveys. In this article, we’ll explore what customer exit surveys are, their benefits, and how to implement them effectively.
What are Customer Exit Surveys?
A customer exit survey, also known as a customer cancellation survey, is a questionnaire presented to customers after they unsubscribe from a digital product, such as a SaaS (software as a service) product. The primary goal of these surveys is to understand why customers are leaving, not to convince them to stay.
Why Use Customer Exit Surveys?
Customer exit surveys help identify critical issues causing customers to churn, allowing you to address these problems and retain future customers. They also provide valuable insights into your product’s strengths and weaknesses, enabling you to refine your product-market fit. Additionally, these surveys can track churn rates over time, revealing the effectiveness of your improvements.
When to Use Customer Exit Surveys?
Present customer exit surveys as customers unsubscribe from your product, ideally in a post-cancellation email or in-app/on-site immediately after cancellation. This ensures you capture genuine feedback from customers who have already made the decision to leave.
Who Should Suggest a Customer Exit Survey?
Anyone can suggest implementing a customer exit survey, but it’s typically product managers who decide to do so. They usually make this decision after confirming that the churn rate has room for improvement and that addressing it will yield a worthwhile return on investment (ROI).
Resources Needed
To carry out customer exit surveys, you’ll need minimal resources. One team member can get started using free tools, but ideally, you’ll want to assign roles to various team members, including:
- Writing questions
- Implementing the survey
- Analyzing results
- Following up with respondents
Tools and Incentives
Choose a suitable survey tool, such as Google Forms, SurveyMonkey, or Typeform. Consider offering incentives, like cash or vouchers, to persuade churners to take the survey. Ensure the incentive is not product-related, as this may create the impression that you’re only trying to entice them back.
Crafting Effective Questions
Ask open-ended, qualitative questions that allow respondents to share their thoughts and feelings. Some essential questions to include are:
- What made you cancel?
- What did you like about the product?
- What didn’t you like about the product?
- What specific improvements would you make?
- Would you reconsider our product in the future, and if so, what would that take?
Synthesizing Data into Actionable Insights
To turn survey data into actionable insights, follow these steps:
- Scan responses and group related concerns
- Order groups by size
- Address the largest groups first
- Engage in normal product design processes, such as prototyping and testing
Next Steps
After implementing changes, confirm that the churn rate has decreased. Avoid making further changes during this time to ensure the experiment is valid. Reach out to original respondents to gather qualitative feedback and consider awarding them with free access for a limited time.
By following these guidelines, you can unlock the power of customer exit surveys and drive meaningful change in your product. Remember to stay focused on the customer’s needs and use their feedback to inform your decisions.