|
| |
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:
-
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
-
Customer's experience during the cancellation
process
-
Performance metrics - satisfaction vs.
importance
-
Price vs. value ratings
-
Use of competitive products/services
following cancellation
-
Respondent demographics
|
