Description of the method
Customer exit interviews provide the ability to understand why a customer has decided to stop using a product or service. They are best used in conjunction with a survey to collect quantitative data around reasons customers are choosing to leave. When you want to dig deeper into the reasons or start to understand why certain reasons are being given in survey responses, interviews will help build that deeper level of insight.
What Great Questions can you answer?
Why are our customers leaving?
Where are they going?
Did they find a better solution elsewhere?
Strengths of the method
Deeper insights into why customers are leaving
Paired with survey data, this helps build a business case for additional features
Potential to uncover any misunderstandings
Disadvantages of the method
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Time required to do follow up interviews
Recruiting participants can be difficult
Could be difficult to conduct