It’s critical to understand why your customers churn, but if you’re relying solely on the reason the customer gives you for that churn, you’re definitely missing the actual reason.
‘Churn Reason’ analysis, like most things in Customer Success, is more complex and requires more deliberate effort to get right than it might seem on the surface.
It’s easy to just ask a customer why they’re cancelling or not renewing and to leave it at that.
It’s easy, but it’s not going to get you the answer you need to keep future churn from happening.
This guide will help you analyze the “churn reasons” in a way that will get you much closer to the truth and help you take appropriate action to keep that churn from happening in the first place.