In any business, there are always shortcomings and areas for improvement. If SaaS leaders choose to ignore this and don’t listen to the voice of the customer they serve, they’re likely ignoring the problems that their customers are experiencing. These issues can continue to manifest and increase your churn until it’s been identified and rectified. 

You can run a variety of data analyses to identify where you are losing customers, but that will not tell you why they are leaving. You can only get that by checking in with customers regularly, particularly after they churn.

The very process of asking people their opinions can induce them to form judgments that otherwise wouldn’t occur to them.

These so-called measurement-induced judgments can influence later behavior of a customer, as it positively impacts their perception about the company.

Feedback insights based on customer segmentation offer unique perspectives:

• Recently Churned Customers
• High Lifetime Value Customers
• High Engaged Customers
• Disengaged Customers

• During Customer Onboarding
• During the offboarding process, when customers decide to churn.
• Inside the app, while the customer is using the product.
• A quarterly check-in.

1. Start reactivation campaigns after making notable improvements using the feedback.
2. Start upselling and cross selling campaigns.
3. Build a more informed help center.