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