How do you prevent your best customers from leaving? By asking via online surveys why they are leaving and then, based on the answers, drawing conclusions for the future.
What makes customers leave?
The reasons for a customer parting ways with your company can be varied. Some will be influenced in their decision by an attractive offering from a competitor. Others will leave disappointed by a price increase, a package change, a less intuitive website or the abandonment of a feature that determined their brand loyalty. Separation may also result from a bad experience with the customer service department or, as also happens, from a customer abandoning certain products or services for reasons beyond the brand’s control. We can guess, but it’s best to find out the reasons at the source.
Investigating the reasons for customer departures – a template:
For an online survey investigating the reasons why customers leave, we are interested in a specific reason. Something that we can quickly identify and implement corrective actions. To this end, it is worthwhile:
- Prepare a one-choice question with several possible answers, such as this: We are sorry to see you leave! What is the main reason for your resignation?
- Then give the respondent a palette of possible answers, appropriate to the type of business, such as too high a price, lack of a suitable feature, better offerings from competitors, unfulfilled expectations, etc.
- Depending on the customer’s answer, it’s worth asking what would make him want to stay with us.
- Then, if the customer’s price is too high, ask what subscription amount would be appropriate for the customer. In this way we will gain material for analysis, which will allow us to better plan our pricing policy.