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June 30, 2022

We all know the feeling. You’ve just lost a customer and are trying to figure out why. Asking customers directly is often the best way to get feedback and learn how to improve your product or service. But it can be difficult to know what to say, especially if you’re worried about losing more business. That’s why we’ve put together this guide on how to ask a customer why they canceled.

By understanding the root cause of cancellations, you can make changes that will help reduce churn in the future. So don’t be afraid to reach out and ask your customers what went wrong. It could be the key to keeping them around for longer next time!

How to Ask a Customer Why They Canceled

One of the worst things about running a startup is losing your customers. Many customers cancel their subscriptions before the trial period is over. It’s important to know why they cancel your services so that you can take action to solve the issue.

We will show you how to ask a customer why they canceled your services and provide email templates.

Focusing on satisfying your current customers and providing them with good customer service is a much better use of your time and resources than constantly trying to find new customers.

One of the best ways to get feedback from your former clients is by sending them a cancelation survey. This will let you find out why they canceled and what you can do to improve your business.

Sending out a simple survey by itself won’t get you very far. Unplanned, basic, and boring surveys will only result in poor responses and unreliable data.

You need to be able to identify why a customer is canceling your service, and you also need to be proactive in resolving any issues that might lead to cancellations.

Your customers are the ones who pay you. You must consistently communicate with your customers and take their feedback on board.

Understanding what customers want before they cancel starts with you.

Cancellation survey

The best way to start this process is first to build an exit survey. A simple way to start is by first building an “Exit” or “Cancel” Questionnaire.

A basic way to implement a cancel-subscription survey is by swapping out the “Cancel Subscription” with a “Would you like to cancel your subscription?” and a list of responses to choose from.

Amazingly, these surveys for cancellations work.

I recently signed up for a mailing list for an event. When I tried to unsubscribe, I was met with a prompt like the one above.

So, I extended my free trial for 7 more days.

Now I’m a customer of the service.

Some customers may not realize the value of your product or service, and this Cancellation Survey will help them understand.

After trying the solutions above, send them a survey through your email if a customer still cancels.

It’s a perfect time to reach out to your customers to gain invaluable insight into why they canceled your service.

Most survey questions for cancellations start with an open-ended question that asks why the customer is canceling. 

I created a one-question poll with our polling software, which got a 10%+ response. Most traditional surveying platforms only get 5-10% response rates.

If you want the most customer feedback, an in-line survey is the best way to go. You’ll get all the information you need with a high response rate of up to 75%. After the customer clicks on a response, they will be directed to a custom-designed page where they can add any additional thoughts.

This is a great strategy for capturing feedback from your prospect when they no longer want to speak with you.

Use These Templates For Turning Cancellations into New Opportunities.

Any business will have customers who cancel their subscription or decide not to continue using the services.

While it may be annoying to get these requests, how you respond can significantly impact your customer’s perception of you and can have a long-term effect on your company, both positively and negatively.

Even if you lose a client, you can still gain valuable insight that’ll help you improve your product or service for your future clients.

Below are email cancelation templates that can help you:

You can use email subject lines such as We’re sorry to see you leave. We enjoyed having you around. We regret to inform you that your account has been terminated. You can renew at any time. Your membership has been canceled. Cancel your for free.

Basic Email templates for subscription cancellation

Hi, [Name],

Thank you for being part of [Brand]! Your subscription has been canceled.

We love hearing feedback from our members about how we can better

, so don’t be shy!

Take the Survey

If you didn’t know, you would still be able to access [your account/data/messages/features], etc., if you decide not to continue with [Product/Service.]

We hope to see you again!
[YOUR SIGNATURE]

Email cancellation for subscriptions that are casual and not automatic

Hey, [Name],

I noticed that you canceled your

subscription.

Was our

missing anything? Or did you expect something different? We’d love to hear from you!

Best,
[YOUR SIGNATURE]

SaaS customer exit survey example 1

Hello [Name],

Your subscription to

has been canceled.

We’re sorry to see you leave. We would appreciate it if you could take a few moments to fill out this short survey.

What were your reasons for canceling? (Choose 3)

  • It didn’t work out for me, and I didn’t achieve my goal
  • It doesn’t work with our company’s other tools or systems
  • It’s missing some key features
  • It was challenging
  • It’s very costly
  • Inadequate customer support
  • This was a test account
  • My company closed
  • Other

Which [tools/apps/services] will you use now?

Where can we improve?

Thanks,
[YOUR SIGNATURE]

SaaS subscription customer exit survey example 2

Hi, [Name],

We are sorry that you are canceling your

account. Please tell us why you are canceling. Your feedback helps us improve
for all of our customers.

  • Technical issues
  • I lack certain features
  • Are you having trouble using this feature?
  • Too expensive
  • Changing to a new product or service
  • The company must close down
  • Other (please elaborate here)

We thank you for your help and your honesty!

[YOUR SIGNATURE]

Follow up on the SaaS subscription cancellation survey.

Hi, [Name],

You recently made a cancellation request to your

account, stating that it was because of technical problems.

We are sorry that this has happened. We work hard to ensure that our services are accessible and reliable, but things occasionally happen.

We’d love to know more about this technical problem to get to the bottom and stop it from reoccurring.

Thank you so much!

[YOUR SIGNATURE]

Cancellation of a premium account

Hey, [Name],

Your premium subscription for has been canceled and will end on [date]. You will still have access to your premium features until then.

You can still use [the free version] for as long as you want. Just re-subscribe to [the paid version of] [the product], and you’ll be able to continue enjoying it. If you have any other questions, don’t hesitate to contact us.

Thank you for being our customer.

[YOUR SIGNATURE]

Membership cancellation confirmation

Hi, [Name],

Thank you for your membership with [Organization]. Your account has been canceled as requested.

We’d love to have you on board, but we understand if this isn’t the right time for you. You can cancel at any time.

Restart Membership

Please don’t hesitate to contact us if you need help. You can check out our help center or contact our customer support team.

All the best!

[YOUR SIGNATURE]

Deactivating Account 

Hi, [Name],

It looks like you haven’t been active on your account yet. After [number of] days of inactivity,

accounts are automatically deleted. Yours will be gone in [amount of time]!

Thank you for trying

. We understand that
is not right for everyone.

Please let us know if you have any other questions or need help with anything else.

Cheers,

[YOUR SIGNATURE]

Subscription canceling because of a failed payment

Hi, [Name],

We were not able to accept your recent credit card payment. As a result, your

account has been canceled.

We know that sometimes things go wrong, but don’t worry. You can cancel your account with us anytime.

You can contact us at any time if you have questions.

We hope to hear from you soon.

[YOUR SIGNATURE]

Conclusion

Now you know how to ask a customer why they canceled. You can use these email templates to ask a customer why they canceled. By understanding the root cause of cancellations, you can make changes that will help reduce churn in the future. So don’t be afraid to reach out and ask your customers what went wrong—it could be the key to keeping them around for longer next time!

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