How to structure customer exit surveys to get cancellation feedback

Our automated exit survey asked only one multiple‑choice question. Options included missing features or pricing. Eighty percent of churned users chose the pricing option. This made us think we needed to change our price tiers. That was a mistake.

When we sent emails to a few of those churned users we learned that churned users left because the setup process was too slow not because of the cost. Churned users used the pricing answer as a cover to avoid explaining further.

We swapped the generic multiple‑choice form for a text box. We also gave a reward for a real explanation. The written feedback told us where the friction lay and we fixed it.

Never rely on cancellation checkboxes alone. Use qualitative follow‑up to discover why churned users really leave.

How do you uncover the motivation, behind user churn when standard exit surveys give only vague answers?