Most churn interviews start with good intent and go nowhere.
The customer gives polite feedback.
You nod.
Nothing changes.
Or worse, they get defensive.
The real reasons stay buried under phrases like “just not the right fit right now.”
If you want to learn something useful, you need to approach it differently. Less like an exit survey. More like a post-mortem with someone who still kind of likes you.
Don’t Ask for Feedback. Ask for a Debrief.
“Would you mind doing a short exit interview?” sounds formal and loaded. Try: “Can we do a quick debrief? Helps us close the loop on our side.” You’re not asking for critique. You’re asking for context.
Have a Third Party Ask the Questions
If the AE who lost the deal or the CSM who ran the account does the call, the customer goes into protect mode. Have someone neutral—founder, product lead, or even an external—run it. The distance lowers the guard.
Make It About Their Journey, Not Your Tool
“What didn’t work?” puts them on the spot. Try: “When you first signed up, what were you hoping to solve?” and “At what point did you feel that wasn’t happening?” Now it’s their story, not your failure.
Ask for the Moment, Not the Score
Skip “What could we have done better?” Instead, ask: “When did you first think about leaving?” and “What was the moment that confirmed the decision?” You’re not looking for abstract feedback. You want the trigger.
Don’t Try to Win Them Back
Not on this call. No last-minute offers. No “we’re launching that soon.” Just listen. Take notes. Follow up later if you must—but give them space to be honest without feeling pitched.
Offer Something in Return
A sneak peek at something new. A $25 coffee voucher. Or just a thank you email with a note on what you learned from their input. If they know it’s helping you improve, they’re more likely to be open.
The best churn interviews aren’t about retention. They’re about clarity. Done right, you don’t just get insight. You get a former customer who still respects you—and might come back later.
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