Build a churn interview guide
Find the events that made cancellation reasonable for the customer.
The scenario
A subscription business asks canceled customers why they left and receives short answers like too expensive.
A timeline question can reveal whether a price increase, missing feature, or change in the customer's workload drove the decision.
Apply it to your own work
Ask when they first considered leaving, what alternatives they considered, and what would have changed the decision. Group themes and check them against behavior.
What to watch for
Avoid treating dissatisfied customers as one segment. Distinguish solvable product friction from customers whose needs changed.
Build the interview around a timeline
Ask about the first sign of frustration, the final trigger, and what happened after cancellation. Look for what people tried before leaving and whether an alternative solved the same job.
Group notes by cause and timeline rather than by how strongly someone expressed dissatisfaction. Check repeated themes against support or product behavior. Keep identifying details out of any widely shared summary.
Try a related tool
Find the share of eligible visits that completed a defined action. Count at most one conversion per visit for this calculation.
