Lost Customer Research

Gaining a better understanding of why customers defect can help an organization identify the primary drivers influencing customer churn. The benefits of conducting regular (quarterly, semi-annual or annual) lost customer exit research include: increased customer retention, improved satisfaction, higher renewals and improved ROI.

ISG's Lost Customer exit surveys typically include the following topics:

• Satisfaction with company, products and services prior to discontinuing relationship
• Likeliness to return as a customer in the future
• Identification of primary drivers influencing customer churn - why customers defect
• Evaluation of primary product/service deliverables
• Product usage metrics
• Length of customer relationship
• Influence of contract terms on the decision to cancel
• Performance metrics - satisfaction vs. importance
• Price vs. value ratings
• Use of competitive products/services following cancellation
• Respondent demographics