Learn more about business with this collection
How to analyze churn data and make data-driven decisions
The importance of customer feedback
How to improve customer experience
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.
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If you connect with customers at the point of cancellation, using a short survey and open-ended questions, you can hone in on why they churned.
If you run these surveys for every churning customer, you’ll start to see patterns emerge. You’ll begin uncovering insights for the following key ...
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:
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