The real reason isn’t in the exit survey.
You get the real reasons your customers churn, ranked by what to fix first. They come from real 5-minute conversations with the accounts you’re losing, not from another exit survey.
How a cancellation becomes one ranked reason.
Raw calls
34 conversations
Codedtap a theme
…we never got the import working, so the team drifted off… #12
…then the price jumped at renewal with no warning… #27
…we raised the same ticket twice, then stopped… #21
…every report was slow to load, so we quit checking… #06
Counted
Ranked
#1to fix first
First-week setup: 21 of 34 customers
From cancellation to comeback.
Exportaccounts.csv
Messagesent in your name
Thanks for giving us a try, Ms Keller. Got 5 minutes to tell us where it fell short? No sales pitch, and there’s a small thank-you for your time.Exit callevenings included
“Where exactly did the first week go wrong?”“The import. We tried twice and got nowhere …”“What happened on the second try?”“Same error, no hint what to do. So the team gave up.”
Coding passtap a theme to see its lines
…we never got the import to work, so the team gave up after week one… Interview #12
…the product was fine, but the renewal price jumped with no warning at all… Interview #27
…we wrote to support twice, and the dashboard crawled every Monday… Interview #6
The reportranked findings
The savenext renewal cycle
They renewed
The wall got fixed first
One save, many to follow
A report you can act on Monday morning.
- By theme
Every theme, counted
Onboarding, pricing, support, speed. Each finding names its theme and how many of the 34 customers raised it.
- Verbatim
Real customer quotes
Word for word, with the interview number attached. You hear the accounts you lost, not our summary of them.
- Root causes
Why they leave, not just that they leave
The follow-up questions trace each cancellation back to what causes it, so the fix lands on the cause, not the symptom.
- Ranked
Effort against impact
Each recommendation states its effort and its expected impact, and the findings are ordered by that priority. The ranked list is page one.
First-week setup: 21 of 34 customers never finished the import.
Cause: the first step asks for settings most teams don’t have on hand. Recommendation: a guided first run with sensible defaults; settings can wait.
“We never got the import to work. The team just stopped logging in.”
“I would never have written that in an exit survey. But you asked about exactly that.”
Renewal surprise: 14 of 34 accounts were caught out by the new price.
Cause: the renewal notice names the new price only in the small print, days before billing. Recommendation: the price in the subject line, a quarter ahead.
“The renewal price jumped and nobody flagged it first.”
Support silence: 9 of 34 accounts gave up before an answer came.
Cause: tickets that need engineering sit unowned between two inboxes. Recommendation: one owner per ticket and a same-day first reply.
“We raised it twice. Then we stopped raising it.”
If the report doesn’t tell you anything you didn’t already know, you pay nothing.
The reason code said “too expensive.” The call said “onboarding.”
CRM record
Northwind
Cancelled 12 MayUnderHeard call
A dropdown records a guess. A conversation records the reason.
Or catch it the moment it starts.
Admin panel
- Clicks cancel subscription
- No login for14days
- Payment fails
- Downgrades plan
What the customer sees
Send one list to run the study once, or switch these on and UnderHeard reaches out on its own, feeding the same ranked report before the account is gone for good.
Months later, the accounts that used to churn in month three are still renewing. The reasons went into the roadmap, not into a dashboard nobody opens.
34 conversations. One report. Three weeks.
Fixed price. No software, no integration. A customer list is enough.
If the report doesn’t tell you anything you didn’t already know, you pay nothing.
- You send one list of at-risk and churned accounts.
- We hold 34 conversations and code every line by theme.
- The ranked report is on your desk in three weeks.