Survey · Marketing
Churn survey template
Works for people who cancelled and for people who simply stopped using you, and asks when the product stopped feeling worth it so you can see where value falls away. Every reason gets its own follow-up: a cheaper option, the missing feature, the competitor and why, what got in the way, what changed in their needs or what kept it out of their routine. Only people open to coming back are asked what it would take and for an email.
Try it live
Try it as a respondent
Every question, and where it leads
The conversation
What a respondent is asked, in order.
We noticed you've stepped away, and we'd like to understand why. It takes two minutes and shapes what we fix next.
Which of these fits you best?
What did you mainly use us for?
How long were you with us?
What's the main reason you're leaving?
Would a cheaper option with fewer features have kept you?
What was missing? Tell us what you were trying to do.
Which product did you move to?
What does it do better for you?
Tell us a bit more about what happened. A specific moment helps most.
What changed for you?
What got in the way of using it more often?
When did it stop feeling worth it?
Overall, how would you rate your time with us?
Is there anything that would bring you back?
What would it take?
If we fix it, can we let you know? Leave your email, or skip this.
Ends with
Thank you, and good luck
The flow
Where each answer leads. Every route here is editable once the form is yours.
Single select
Short text
Single select
Single select
Yes / No
Long text
Short text
Long text
Long text
Long text
Long text
Single select
Rating
Yes / No
Long text
What this template uses
- Single select
- Short text
- Yes / No
- Long text
- Rating
- 9 branches
Questions to consider
- How long without a login or an order counts as churned for you, and when will this go out after that point?
- Which reasons can you act on, and are they all in the list?
- Who reads the answers from people who named a competitor, and what will they do with them?
- Will someone actually email people who said they'd come back, and when?
How to use the responses
Split the answers by the first question, because people who cancelled and people who quietly stopped often leave for different reasons. Count the main reasons each month and watch how the mix moves, because a rise in one reason after a price or product change tells you more than the total. Read the written follow-ups for your top reason in full, and group the missing features and competitor answers into themes. Put the people who left an email into a short list, and when you fix what they asked for, tell them.
How to customize and share it
- 1Edit the reason list to match why your customers really leave, and keep the follow-up for each one that stays.
- 2Send the link to customers who cancelled and to accounts that have gone quiet for the period you chose, in the same email.
- 3Read the answers weekly in the dashboard, or export them to CSV and tag each response by theme.
Frequently asked questions
What questions should a churn survey ask?
Ask for the main reason first, then one follow-up specific to that reason, when the product stopped feeling worth it, and whether anything would bring them back. Keep it short, because people who are leaving owe you nothing.
When is the best time to send a churn survey?
At the moment of cancelling or within a day of it, while the reason is still clear. For customers who drift away without cancelling, send it after a set period of inactivity.
What is the difference between a churn survey and a cancellation survey?
A cancellation survey is shown during the act of cancelling. A churn survey can also reach people who stopped using the product without formally leaving.
How do I get more people to answer a churn survey?
Keep it to a couple of minutes, say plainly that the answers shape what gets fixed, and ask only the follow-ups that fit their reason. A conversational format helps because it feels like a quick exchange rather than a form.