People are never more honest than at the exit — and most products waste it with a single “sorry to see you go” box. This cancellation survey captures the main reason in one tap, digs into the why, and asks the win-back question of the people who might actually return, while sparing the ones who’ve simply moved on.
Because it’s structured, you can count churn causes and trend them over time — not just read a pile of venting. And because it branches, each churner answers only the follow-up that fits: pricing detail from the price-sensitive, win-back ideas from the salvageable. You leave with both the tally and the story.
Two follow-ups, one reason
The magic is in the routing. The price-sensitive get a pricing question that no one else sees; everyone still winnable gets the win-back question; the “don’t need it anymore” crowd get neither. It’s the same skip logic that powers the best onboarding flows, pointed at your hardest retention question.
Variants
- A follow-up per reason: add a targeted question for features, usability, and competitors.
- Win-back offer: show a retention offer (discount, pause instead of cancel) to the salvageable segment.
- Route to a save team: hand a high-value churner to a human on the pricing or feature branch.
- Community exit survey: reframe the reasons for a “why are you leaving the server?” version.