Surveys and Questionnaires
Exit Surveys
Exit surveys are targeted questionnaires presented to users at the point of cancelling a subscription, closing an account, or otherwise stopping the use of a product or service. These surveys aim to gather insights on why users are leaving, identify any common issues, and suggest possible improvements.
Pros:
Direct Feedback: Gathers specific reasons behind user decisions to leave.
Opportunity for Retention: Offers a chance to address concerns and potentially retain users.
Improvement Insights: Provides clear pathways for product or service improvements.
Cons:
Sensitive Timing: Users may be frustrated and less willing to provide feedback.
Bias Toward Negativity: Feedback may skew negative as it comes from dissatisfied users.
Participation Rates: Often low since users exiting may not engage with additional requests.
IMPLEMENTATION
Identify Exit Points: Determine where in the user journey customers typically leave.
Design the Survey: Develop concise, relevant questions focusing on reasons for departure and possible improvements.
Implement the Survey: Integrate the survey into the exit process using web development tools or third-party survey platforms.
Collect Responses: Automatically trigger the survey as users begin the exit process.
Analyze and Act: Use the feedback to understand trends and address user concerns.
COST
Low
Exit surveys are relatively inexpensive to implement, particularly if using existing tools and platforms. They require minimal resources beyond the initial setup.
FREE/LOW COST OPTION
Use Free Survey Tools: Platforms like Google Forms or SurveyMonkey offer basic capabilities without cost.
Leverage Existing Channels: Integrate the survey within the existing exit flow using internal resources.
Manual Analysis: Manually process and analyze responses to avoid costs associated with automated analytics tools.
TIPS
Keep It Brief: Limit questions to make the survey quick and easy to complete.
Offer Incentives: Consider providing a discount or other benefit for completing the survey.
Ensure Timeliness: Present the survey as part of the exit process without creating barriers to exit.
Express Value: Communicate the importance of their feedback in improving the service.
Follow-Up: If initial surveys are skipped, consider a follow-up email requesting feedback.
RECOMMENDED USAGE
Product Managers: Oversee the integration of feedback into product development strategies.
Customer Success Team: Analyze feedback for trends and potential retention strategies.
Web Developers: Implement the survey technically within the exit process.
Data Analysts: Handle the data collection and analysis for actionable insights.
AVAILABLE TOOLS
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View our repository for Exit Interviews including tips, reports, templates and sample documents.