A ready-to-use conversational survey

Cancellation survey template

Find out why customers cancel a subscription or service. The reason they pick decides the one follow-up worth asking, and nobody is pushed to stay.

12 questionsAbout 3 min9 branches2 endingsRead the template guide

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Cancellation survey
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What's the main reason you're cancelling?
Sorry to see you go. A couple of quick questions, and then you're done. Your cancellation goes ahead either way.
What's the main reason you're cancelling?

What's inside

Every question, and where it leads

Single select
Short text
Yes / No
Long text
Email

The conversation

What a respondent is asked, in order.

Sorry to see you go. A couple of quick questions, and then you're done. Your cancellation goes ahead either way.

What's the main reason you're cancelling?

Single selectrequiredsplits the flow

What would have felt fair?

Single selectoptionalif reason is Too expensive

Which feature were you missing?

Short textrequiredif reason is Missing a feature I need

Did that block you outright, or just slow you down?

Yes / Nooptionalif reason is Missing a feature I need

Where did it lose you?

Long textoptionalif reason is Too hard to use

What are you moving to?

Short textoptionalif reason is Found a better alternative

What do they do better?

Long textoptionalif reason is Found a better alternative

What got in the way of using it more?

Single selectoptionalif reason is I didn't use it enough

How long were you with us?

Single selectoptional

Anything else you'd like us to know?

Long textoptional

Would you consider coming back if we fixed what made you leave?

Yes / Nooptionalsplits the flow

Want us to tell you when we do? Leave your email.

Emailoptionalsometimes askedsplits the flow

Endings

Thanks for the honesty 👋

Thanks, we'll let you know

The flow

Where each answer leads. Every route here is editable once the form is yours.

Sorry to see you go. A couple of quick questions, and then you're done. Your cancellation goes ahead either way.

2What's the main reason you're cancelling?*

Single select

What's the main reason you're cancelling?

Too expensive

Missing a feature I need

Too hard to use

Found a better alternative

I didn't use it enough

No longer need it

Something else

3What would have felt fair?

Single select

4Which feature were you missing?*

Short text

5Did that block you outright, or just slow you down?

Yes / No

6Where did it lose you?

Long text

7What are you moving to?

Short text

8What do they do better?

Long text

9What got in the way of using it more?

Single select

10How long were you with us?

Single select

11Anything else you'd like us to know?

Long text

12Would you consider coming back if we fixed what made you leave?

Yes / No

Would you consider coming back if we fixed what made you leave?

Unlikely

otherwise

13Want us to tell you when we do? Leave your email.

Want us to tell you when we do? Leave your email.

is not empty

otherwise

Thanks for the honesty 👋

Thanks, we'll let you know

A labelled route is taken only by answers matching the label

A little guidance

Make the most of your next ask.

Questions to consider for your cancellation survey

Do the reasons in the first question match the reasons your support team hears most often?
Should the survey appear inside the cancellation flow, or arrive by email right after it?
Who reads the answers from people who switched to a competitor?
Will you really write to people who leave an email, and who owns that promise?

How to use the responses

Count the reasons every month and watch which one grows. Read the follow-ups by reason, not all at once: a price complaint and a missing feature need different owners. Send the competitor answers to whoever plans the roadmap, and keep a list of emails against the problem each person named so you can write to them when it is fixed.

How to customize and share this template

1Edit the reasons to match your product, and add a follow-up for any new reason that deserves one.
2Show the link on the cancellation confirmation page or in the confirmation email, never as a step people must complete to cancel.
3Add the customer's plan as a hidden field so you can see which plans lose people and why.

Frequently asked questions

What should a cancellation survey ask?

Start with the main reason for leaving, then ask one follow-up that fits that reason. An optional comment and a question about whether they would come back are usually all you need.

Should a cancellation survey be required?

No. Making people explain themselves before they can leave frustrates them and produces rushed answers. Keep it optional and separate from the cancellation itself.

How long should a cancellation survey be?

Short. Each person here answers the reason, one or two follow-ups and a few optional questions, because the branching skips everything that doesn't apply.

What is the difference between a cancellation survey and a churn survey?

A cancellation survey is shown at the moment someone cancels. A churn survey is often sent later, to people who stopped using the product, and can ask more about what changed.

A few more possibilities