Instead of just asking why a customer is canceling, subscription-based businesses should always try to gauge future intent of their canceling customers in their exit survey (and should definitely have an exit survey). The canceling customer signed up with the company to solve a problem. And for whatever reason, the product or service isn't hitting. It could be any number of reasons - price, convenience, accessibility, marketing claims don't match what was delivered, etc.). But the problem they were seeking a solution to hasn't gone away. And they will seek to solve it somehow. By asking about future intent, a company gets a clearer picture of how they think about solving that problem which can then inform how they message, create new features, etc. It is also important is to recognize that some folks need to cancel for reasons beyond the control of the company. Be gracious in letting them cancel. That way they're not only more likely to come back but also to recommend as well. #subscription #futureintent #customerretention #CX #cancellation # #subscriptions #exitsurvey #strategy …see more