Introduction
Surveys are essential tools for understanding customer needs and preferences. They are equally important for uncovering the reasons behind customer churn. By surveying customers after they leave, you can gather critical insights into why they decided to depart. This feedback allows you to identify and address underlying issues, helping to improve your retention strategies and potentially re-engage customers in the future. By implementing this post-churn feedback process, your organization can proactively take steps to prevent future churn, ultimately enhancing customer retention and reengagement strategies.
Why does this matter?
A well-defined post-churn feedback process offers several key benefits:
- In-depth Insights: Gain a thorough understanding of the key factors causing customer churn.
- Proactive Prevention: Use churn data to improve customer experiences for active customers and drive internal processes to prevent future churn.
- Reengagement Opportunities: Address churn reasons and use the progress to possibly reengage with customers at a future date.
How to get started
- Refer to Sightline Vault:
- Access the “Post-Churn Feedback Survey” Solution in Sightline Vault for downloadable assets.
- Kick Off the Churn Feedback Workflow:
- Use a survey to ask your customers about their main reasons for churn, the highest churn influencers, and additional comments & recommendations.
- Automate Survey Distribution:
- Configure Journey Orchestrator to email the survey to customers when they are moved to the “Will Churn” stage.
- Trigger a CTA for the Customer Success Manager (CSM) if there is no response.
Gainsight features you’ll need
- Customer Stages: Define and manage stages such as “Will Churn” to automate workflows.
- Journey Orchestrator: Automate the survey distribution process.
- Surveys: Collect detailed feedback from churned customers.
- CTAs: Trigger actions for CSMs to follow up on non-responses.
- Playbooks: Use predefined procedures to manage and address churn reasons.
What’s Next?
With feedback collected from churned customers, it's time to dive deeper into understanding the reasons behind their departure.
Next, read Post-Churn Root-Cause Analysis to analyze the collected feedback, uncover actionable trends, and develop strategies to mitigate churn and improve retention.