A Guide to Perfect Customer Exit Surveys and Interviews
What is a Customer Exit Survey and what is a customer exit interview? Do they help the SaaS companies in any ways? If so, then how? Delve in to know more.
Some amount of churn is always inevitable and that is alright. What you should strive to is keeping the churn rate at a minimum. Every new day, you may see a new customer canceling out. Rather than breaking your head about the bulging canceling rates, you must leverage it to attain valuable insights. So, how do you do that? One of the best ways that you can take to is by imbibing a stellar customer exit survey and interview. Here, in this blog, we will walk you through the several nuances that you must learn to draft a perfect customer exit survey. Let us get started. But before that, let us brush up on some of the basics.
A Customer exit survey is basically a questionnaire that is given to a customer who is a step away from canceling their subscription to your product. This can be done by email or over the telephone too. Most SaaS businesses commit the biggest mistake by concluding a customer exit interview with a few open-ended questions where the customer has to tick on a few boxes. This leads to inconclusive results with no more than a colorful graph in the end. What you should see it as a great opportunity to learn about what is going wrong and how can you improve it.
Know what to ask, and what not to in a customer exit survey. To help you through, here are some sample questions to look at:
Even though this seems like a more than obvious question, you should strive to put up questions that are more open-ended in nature rather than close-ended. When you do that, you allow a bigger room to get more specific answers that will help you to reach the root of the issue. When the customer speaks in their own words, you tend to get insights that can aid in revamping your business.
Although this might seem similar to the previous question, this rephrased version will allow the customers to answer with more clarity. It could be possible that the customer missed out on something in the first question that she would like to add on this time. And always remember to accept their criticism and bad comments with a pinch of salt. Their remarks will only make your business better and no worse.
It is a given that a customer feels valued when they are asked what could have gone better. This simple question can prompt small yet significant adjustments to your process and can even uncover new facets that would augment the customer experience in every way. And once you receive their suggestions, make it a point to deploy them as and when required.
It could be possible that a customer wants to cancel due to the wrong time and wrong place and that is perfectly fine. It can be possible that your product is not adequate for your customer’s needs. Or, they could also find that the product is not fitting their needs. For the ones who would want to reconsider you in the future, make it a point to keep them informed about your product changes and updates. There is a big chance that they would want to consider you with the upgraded features.
Yes, it is absolutely possible and doable for the customer to get back to you – provided you have the passion and perseverance to get them back to you. Let us see how:
Note that your customer exit survey will only work out in your favor when you capitalize on the results. Just filling out a mundane form for the sake of the company’s policies will bring you no good anyways. Use engagement and completion data to enhance your exit survey, and analyze the survey results to discover what customers want, what they don’t want, and how you can make them happier.
Originally Published June 10th, 2021, Updated December 15th, 2021
Snigdha Jena is a customer success manager at SmartKarrot. She has been active in the customer success and SaaS space for a while now. She has worked with Quant LegalTech, Intuit, and RepRecom solutions in various capacities.
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