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Customer Churn Analysis

Customer Churn Analysis

This survey identifies reasons why customers stop using your product or service and gathers suggestions for retention. It helps develop strategies to reduce churn and boost loyalty. Suitable for marketers, retention managers, and companies aiming to strengthen their customer base.

Use template

The Customer Churn Analysis survey template helps you understand why customers walk away from your product or service and what would make them stay. It combines direct feedback with quantifiable metrics, giving you a clear picture of churn drivers and retention opportunities. This makes it easier to prioritize fixes that actually keep customers around.

What the “Customer Churn Analysis” survey measures

This survey measures current usage status, specific reasons for churn (price, quality, support, usability, competitors), what motivates loyal customers to stay, and future retention likelihood through an NPS®-style scale. It also captures open-ended feedback on what could win back lapsed customers and what improvements customers want to see, giving you both quantitative trends and qualitative context behind the numbers.

Who the “Customer Churn Analysis” template is for

This template is built for retention managers, customer success teams, product marketers, and business owners who want to reduce customer loss and understand the real reasons behind it. It works well for subscription-based businesses, SaaS companies, and any brand with a recurring customer relationship where churn directly affects revenue.

How to adapt the template to your needs

You can adjust the churn reasons list to reflect issues specific to your industry, such as delivery delays for e-commerce or feature gaps for software. Add branching logic so that customers who selected 'No, I stopped using it' get routed to churn-specific questions, while active customers see retention and satisfaction questions instead. You can also remove the open-text questions if you need a faster survey, or add a question about which competitor customers switched to for deeper competitive insight.

Questions and answer options

Question type: single choice.
Answer options:
— Yes, I continue to use it
— No, I stopped using it
— I never used it
Question type: multiple choice.
Answer options:
— High price
— Low product quality
— Issues with customer support
— Difficulty of use
— Switched to a competitor
Question type: multiple choice.
Answer options:
— High product quality
— Affordable price
— Excellent customer support
— Ease of use
— Unique features

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Frequently asked questions

Look at the multiple-choice reasons for stopping usage question first, since it quickly ranks the most common causes like price or support issues across your respondent pool.
Send it to both active and lapsed customers, since the branching structure lets you compare what keeps loyal customers engaged against what pushed others away.
It flags customers who are still active but at risk of leaving, letting you act on early warning signs before they actually churn.
Yes, the question asking what could bring customers back gives you direct input for crafting targeted win-back offers or messaging.