Even if you provide value to customers and their pain point is alleviated, they may churn. If they churn it is imperative that you have an exit interview before they cancel so you understand why.
You can ask questions like…
- Please share your reasoning for leaving
- Is there anything that we could do to make you stay? Added feature? Better support? Or something else?
- How likely are you to return
- What will you use now?
- How can we make x better?
Then use that data to guide your decision-making.
Good Reads on Churn
Another thing you can do is remind the user what they are missing out on by canceling. Similar to what Airtable does below.
Once you click downgrade they ask why are you leaving.
/w=3840,quality=90,fit=scale-down)
Then as a final way to keep the customer, they offer two free months if you say.
If you do cancel they lead you to a simple page that tells you the ending date and provides you with more detials
