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4 customer exit interview mistakes

List of four exit research mistakes: relying on cancellation dropdowns, waiting too long, interviewing in-house and accepting price as the reason.
Each of these hides the real reason a customer left.
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Four common mistakes in customer exit research and what to do instead: relying on cancellation dropdowns, waiting more than 48 to 72 hours to reach out, running exit interviews in-house where customers soften their answers, and accepting price as the whole story. It is for customer success, product and research teams setting up a churn interview program. Koji runs exit interviews as AI-moderated conversations, which takes the company employee out of the room.

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What's in this guide

  1. Using cancellation dropdowns: Five preset options capture your own hypotheses, not the reasons customers actually left.
  2. Waiting too long to reach out: Contact churned customers within 48 to 72 hours, before memory fades and they move on.
  3. Running interviews internally: Talking to someone from the company they just left makes customers soften what they say.
  4. Accepting the surface answer: Price is usually a stand-in for value. Ask what they expected, why they did not get it and when they gave up.

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<p>Source: <a href="https://www.koji.so/visuals/customer-exit-interview-research-mistakes">4 customer exit interview mistakes</a>, Koji</p>

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