Is Your Exit Survey Insightful?

Customer cancellations happen; it's how you learn from them that counts. A well-crafted exit survey can offer key lessons from departing customers, improving your service and potentially even winning back some lost clientele.

What is an Exit Survey?

An exit survey is a quick questionnaire for customers canceling their subscription. Conducted online or via email, it should be more than a check-box exercise. It’s a chance to hear from a customer who chose to leave—valuable input for your growth and support teams.

Why Do Exit Surveys Matter?

Criticism can sting, but it can also spotlight areas for improvement, such as:

• Product fit

• Feature set

• Usability issues

• Customer support quality

• Market positioning compared to competitors

So don't hesitate to ask your departing customer a few targeted questions. You'll either confirm their decision to leave or gain valuable feedback, making it a win-win situation.

The Right Questions Make a Difference

Keep your survey short, optimized for mobile and desktop, and ask a mix of open and closed questions to maintain engagement. Here are six must-ask questions:

1. Why are you canceling? This can pinpoint areas needing improvement or clarification.

2. What did you like about our service? Reveals what you’re doing well.

3. What didn’t you like? Helps uncover specific pain points.

4. Any suggestions for improvement? Encourages constructive feedback.

5. Would you consider returning? Under what conditions? Identifies potential future customers.

6. Who's our ideal customer in your view? Gains insights into market fit.
   

Optional Follow-ups:

If customers are willing to share more, delve into:

• Alternatives they'll use

• How often they used your product

• Features they didn’t use

• Onboarding and support experiences

• Ideal customer profile

In essence, an exit survey is not just a formality; it’s an opportunity. Use it wisely to enhance your product and customer experience.