Guide: Identify Customers Thinking About Churning
Getting paying customers is hard. Losing paying customers is harder. Sometimes you can tell when a customer is about to churn, like when their usage is down, but sometimes it can come with no warning. One of the best ways to find out if customers are thinking about churning is to simply ask them. In this article, we’ll discuss how to setup a question that will enable you to:
- Identify customers that are thinking about churning.
- Track your overall “churn risk” over time.
- And start to combat churn before it becomes an issue.
In this article, we’re discussing asking your customers the following question:
Do you ever get so frustrated with [Product Name] that you think about canceling your account?
Who should be asked this question
This question should be asked of paying customers after they’ve been using your product for a while. If you have Lifetime Value (LTV) stats on your customers, then you can adjust how long you wait to be before the average customer churns.
Where should this question be asked
This question can appear on any page within your app. What’s important is that customers have been paying customers of your app for a while before asking them.
How to analyze the results
There are several ways the responses to this question can be utilized.
Identification: You can use this question to identify people who are thinking of churning and reach out to them directly.
General Tracking: As a Long Running Question (LRQ) you’ll want to turn this question on, and never turn it off. Every week (or possibly every day if you have enough responses) you’ll want to look at what percentages of people are answering Yes, No, or Abstaining and compare that with responses from previous time periods.
Segmentation: If you are a more mature (or just extra savvy for your age!) company, you may have multiple marketing campaigns driving you different types of signups. If you save this data and pipe it into Ramen, you can compare the between Audiences.
How to setup this question in Ramen
Below we describe how to setup this question in Ramen.
Step 1: Target the question with an Audience
You’ll want to use the At least 90 Days Old audience for this question. This audience is automatically created for you in your Ramen account, but if you deleted and needed to recreate it, the criteria are simple:
- Became customer at least 90 days ago
- Remember that if you do have LTV numbers, you should change the length appropriately.
Step 2: Create the Question
This is a Yes/No question with the following details:
- Question: “Do you ever get so frustrated that you think about canceling your account?”
- Possible Response #1: Yes
- Follow up #1: Tell us why.
- Possible Response #2: No
- Follow up #2: None
Step 3: Setup the Question details
There are a few other options you’ll want to setup for this question:
- Delivery Location: This question should only show up on Any Page.
- Delivery Delay: You can show the question immediately upon viewing a page or after a delay (20 seconds for example).
Step 4: Put it live
Click the Publish button!