Introduction
Understanding why customers churn is essential for improving retention strategies and preventing future churn. By gathering post-churn feedback through automated surveys, you can gain valuable insights into the factors that led to a customer’s departure. This article will guide you through setting up automated post-churn feedback surveys using Gainsight’s tools, allowing you to collect timely and actionable insights from churned customers.
Step 1: Set Up Automated Post-Churn Surveys
Start by creating a survey that captures the reasons behind customer churn:
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Create Post-Churn Surveys: Use Gainsight Surveys to design a survey that asks customers for feedback on their experience and the reasons for their departure. Include questions that cover both primary reasons (e.g., product dissatisfaction) and contributing factors (e.g., pricing, support quality).
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Automate Survey Distribution: Use Journey Orchestrator to automate survey distribution when a customer reaches the “Churned” stage in your system. This ensures that surveys are sent immediately after the churn event, increasing response rates.
Automating surveys ensures that you consistently collect post-churn feedback without manual intervention, making it easier to gather insights at scale.
Step 2: Track and Categorize Feedback
Once surveys are collected, track and categorize the responses to identify common churn reasons:
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Categorize Churn Reasons: Use Data Designer to categorize responses by key churn reasons, such as product issues, support dissatisfaction, or pricing concerns. This allows you to identify trends across different customer segments.
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Visualize Feedback with Dashboards: Use Dashboards to track and visualize churn feedback, making it easier to spot patterns and trends in the data.
By categorizing and tracking feedback, you gain a clearer picture of why customers are leaving and can focus on addressing the most common issues.
Step 3: Automate Alerts for Concerning Feedback
Set up automated alerts for churn reasons that require immediate attention:
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Create CTAs for Critical Feedback: Use Rules Engine to automatically create CTAs when customers provide critical feedback, such as dissatisfaction with support or product features. This ensures that your team can follow up with the customer or analyze the feedback for systemic issues.
Automating alerts ensures that concerning feedback is addressed quickly, allowing your team to take corrective action and prevent similar churn cases in the future.
Step 4: Analyze Feedback to Drive Retention Strategies
Use the feedback gathered from post-churn surveys to inform and improve your retention strategies:
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Identify Actionable Insights: Analyze the feedback to identify specific areas where your product, pricing, or support may need improvement. For example, if many customers cite product complexity as a churn reason, consider enhancing product training or streamlining onboarding for future customers.
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Implement Churn Prevention Measures: Based on the insights gained from feedback, refine your churn prevention strategies, such as improving feature adoption, offering personalized support, or addressing pricing concerns.
Analyzing post-churn feedback helps you make data-driven improvements to your product and customer success strategies, ultimately reducing future churn.
Next Steps for Success
With automated post-churn feedback surveys in place:
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Monitor feedback trends: Use dashboards to track feedback trends and ensure your team is addressing common churn reasons.
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Automate follow-up actions: Set up CTAs and Playbooks to ensure your team takes proactive steps based on the feedback received.
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