Customer cancellation survey questions
Use these questions to understand why a customer cancels their subscription or stops using your service, and what you could change so others don’t leave. Don’t use them all: pick 3 to 6, start with the main reason and leave room for customers to explain it in their own words.
Reason for cancelling
- 1.
What is the main reason you are leaving?
Single choiceIt’s too expensive · I no longer need it · I found a better option · It didn’t meet my expectations · Problems with the service · Other - 2.
What other reasons influenced your decision?
Multiple choicePrice · Quality · Customer service · Missing features or products · Hard to use · Technical problems · My situation changed - 3.
How long ago did you start thinking about cancelling?
Single choiceI decided today · A few weeks ago · A few months ago · From the start - 4.
Was there a specific moment or problem that made you decide?
Open-ended - 5.
Is your cancellation temporary or permanent?
Single choiceTemporary · Permanent · I don’t know yet
Experience with the service
- 6.
How would you rate your overall experience with us?
1 to 5 scale - 7.
How well did the service solve what you needed?
1 to 5 scale - 8.
The service was easy to use.
Agreement scale - 9.
When I had a problem, I got help solving it.
Agreement scale - 10.
How often did you use the service in the last month?
Single choiceEvery day · Every week · A few times · Almost never - 11.
How likely are you to recommend us to a friend or colleague?
NPS 0 to 10
Price and value
- 12.
How would you rate the value for money?
1 to 5 scale - 13.
The price was fair for what I got.
Agreement scale - 14.
Would a cheaper plan with fewer features have worked for you?
Single choiceYes · Maybe · No - 15.
Would pausing your subscription instead of cancelling have helped?
Yes / No
Switching to another option
- 16.
Will you use another option instead of ours?
Single choiceYes, another company · Yes, I’ll do it myself · No, I don’t need it anymore · I don’t know yet - 17.
What does that other option offer that we don’t?
Multiple choiceBetter price · More features or products · Better service · Easier to use · Better quality · It was recommended to me - 18.
Compared with the option you chose, how would you rate us?
Single choiceBetter · About the same · Worse · I don’t know yet - 19.
What would we need to improve to match that option?
Open-ended
What would make you stay or come back
- 20.
Would anything have made you stay?
Multiple choiceA discount · A more flexible plan · A new feature or product · Better service · Help to use it better · Nothing - 21.
Would you come back in the future?
Single choiceYes · Maybe · No - 22.
Can we contact you if we improve what you mentioned?
Yes / No - 23.
What is the best way to contact you?
Single choiceWhatsApp · Email · Phone · I’d rather not be contacted - 24.
If we had an offer for you to come back, would you like to hear about it?
Yes / No
Open-ended questions
- 25.
What could we have done to keep you?
Open-ended - 26.
What did you like most about our service?
Open-ended - 27.
If you could change just one thing, what would it be?
Open-ended - 28.
Is there anything else you’d like to tell us?
Open-ended
Tips for your survey
- Send it at the moment of cancellation or the same day. Later on, few people take the time to answer.
- Keep it very short. A customer who is leaving owes your business nothing, so 3 to 6 questions are enough.
- Don’t try to sell in the survey. Listen first and, if the customer agrees to be contacted, make the offer later.
- Group the reasons every month to see which one is growing. That tells you what to fix first.
- Always include an "Other" option with space to write. That’s often where the reason you didn’t have on your list shows up.
Frequently asked questions
- When should I send a cancellation survey?
- Right when the customer cancels, for example on the confirmation screen or in the message confirming the cancellation. If the customer simply stopped buying, send it when you notice they stopped.
- How many questions should it have?
- Between 3 and 6. The most important one is the main reason. With that and one open question you already have useful information.
- Can I use the survey to win customers back?
- Yes, but carefully. Ask if you can contact them and respect their answer. If you improve exactly what they mentioned, you have a good reason to reach out.
- How do I send the survey with SurvIQ?
- You can share it with a link by WhatsApp or email, or with a QR code. Customers answer from their phone without creating an account, and you see the results in charts in real time.
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