Getting useful cancellation feedback from customers is tough.
The problem is that once people have canceled, they’re no longer engaged and will rarely spend the time to give you feedback. One of the best things I’ve ever done to combat this with Bidsketch was to add a mandatory freeform text field that says:
Please help us improve by stating the reason (Required)
Sure, some people enter blank spaces or random characters, but the majority make an effort to say something semi-useful. A small percentage will write truly useful comments that can lead to some sort of action.
To analyze the data I import the comments into a Google spreadsheet and add a few columns to help me segment them. Continue reading “Getting 200% More Actionable Feedback from Customers that Cancel”