Process
Churn interviews with leavers and matched stayers
A two-week process for a team without a researcher
A six-step process for finding out why customers leave, built for a team that has no researcher. You interview people who left in the last 90 days and a matched group who stayed, ask about real events, then count each reason in both groups. Reasons that only leavers give are the ones to fix. The study fits in about two weeks. Koji can run the interviews and build the report for each group.
Where this appears
What's in this process
- Pull leavers from the last 90 days: Plan, size, tenure, owner and cancel date. Add the person who decided and the person who used it daily.
- Match a stayer to each leaver: Same plan, similar size and tenure, same segment. Two groups that differ mainly in staying.
- Invite within two weeks: A short note from a founder. 20 minutes, or a link they answer when it suits them.
- Ask about the last 90 days: Events and decisions, not opinions about the product. Ask what else, at least once.
- Count reasons in both groups: Tag each interview. A reason matters when leavers give it far more often than stayers.
- Fix one thing, then ask again: Pick the churn-specific reason you can change. Interview the next batch of leavers to check.
Use this image
Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
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<a href="https://www.koji.so/visuals/churn-interview-process-leavers-and-stayers"><img src="https://www.koji.so/visuals/churn-interview-process-leavers-and-stayers/churn-interview-process-leavers-and-stayers.png" alt="Process in six steps for churn interviews: pull leavers, match stayers, invite, ask about the last 90 days, count reasons in both groups, fix one thing." width="1080" height="1080" /></a>
<p>Source: <a href="https://www.koji.so/visuals/churn-interview-process-leavers-and-stayers">Churn interviews with leavers and matched stayers</a>, Koji</p>
