What really led to your customer leaving and what did you do after reading it?

Our first cancellation email came six months after we launched. It hurt more than all our first hundred signups put together. The customer wrote a paragraph saying our app needed too many manual data entry steps to fit into their morning routine.

We used to think churn was because of missing features. This exit note made us take a quick call with the customer. It turned out our design made them switch, between four tabs just to finish one normal task.

We stopped everything on our feature list for that month. Redesigned the main area into one single screen. That one change made the process simpler. Cut our monthly churn rate by four percent in the next sixty days.

How do you turn a canceled subscription into product changes without bothering the person who is leaving?