How to build a Churn survey

It’s sad when someone wants to downgrade or stop using your service, but it can be a useful time to learn how to improve. At Typeform, we use a churn survey to collect feedback from account holders who cancel their plan.

Typeform’s churn survey is sent out automatically when a user cancels their subscription with us. The moment someone cancels, an email is triggered by our marketing automation software, Autopilot, and the customer (or ex-customer, technically) receives the survey, embedded in an email.

As soon as someone fills out the survey, their feedback is sent to a Slack channel to notify the Typeform team. This allows our Product, Marketing, and Customer Success teams to respond to feedback as quickly as possible.
Here’s how the survey looks:

How we built our churn survey

Here’s a rundown of what’s inside our churn survey. Further down, we’ll explain how we alert our team to new feedback through our Slack integration.

Bear in mind that churn surveys are always a work in progress, so this guide may not exactly mirror what people see when leaving Typeform today, but the general principles are always valid.

1. We don’t use a Welcome Screen, as we want to get straight to the point. We kick off with a Rating question, which just asks for a score out of 10 regarding their general experience with Typeform. It’s a simple way to start, and lets us know whether we’re dealing with a happy person or not.

Screenshot showing rating question

2. We added Calculator to this, so our survey responds to whether the user was happy or not (we’ll explain why below).

Screenshot showing Calculator setup

3. As a follow up, we added a Multiple Choice question that asks “What made you cancel your subscription?”. We’ve listed the most common reasons, and switched the “Other” option to “ON”.

Screenshot showing multiple choice block

4. Each choice in the list of reasons is going to lead to a different follow up question or questions, so we added Logic Jump that takes respondents to them. Here’s the start of those Logic Jumps.

Screenshot showing Logic Jumps

5. Our churn survey uses a mix of Multiple Choice and text questions, which give people more freedom to answer. We added additional Logic Jumps to every follow up question, so irrelevant ones are hidden.

Screenshot showing open ended churn survey questions

6. To finish, we give respondents another chance to leave us a message with a Long Text question.

Screenshot showing final question

7. We add Logic Jump to this final question, based on the score that Calculator gave us in the Rating question back at the start (step two).

If the rating is lower than 6 points, we send them to a Thank You Screen that closes accordingly. If the score is greater than 7 points, we send them to a Thank You screen that reflects on a more positive experience with Typeform.

Screenshot showing Thank You Screen

Of course, you can create more Thank You screens if you want, for a greater variety of scores (or emotions).

Segmenting the feedback

We use Hidden Fields to be able to segment the feedback based on the following variables:

  • Email address – used to identify the respondent
  • Score – the rating left by the respondent
  • Plan – used to track the respondent’s plan (e.g. PRO Monthly)
  • Signup date – used to track users by cohort
  • Last invoice date – used to track when they leave

To populate the Hidden fields we pass the email, the plan, the signup date, and the last invoice date in the link using a Merge Field (see example below).

By setting it up this way, the hidden fields in the typeform URL automatically populate with the data stored in Autopilot. The only exception to this is the actual NPS score because, obviously, you do not yet know what NPS score the user will give you.

How we connect our churn survey to Slack

Finally, we connected our churn survey to Typeform’s Slack account to send instant alerts to a channel when someone fills it out. This allows our team to react to feedback as quickly as possible. For example, the product team may need to fix a bug or add a new feature to the roadmap; our marketing team might need to change our messaging; or our support team might want to reach out to help someone fix a problem.

Here’s how to set up the Slack integration:

1. Head for this page on Typeform Connect panel and click ‘Use this integration’.

2. Now add your Slack account to Typeform by signing in when prompted and hitting the Authorize button.

Screenshot showing how to authorize the Slack integration in Typeform

3. Choose which Slack channel you want to send the survey responses to. In our case, we created a channel specifically for this feedback and invited all the relevant stakeholders.

Screenshot showing how to select a Slack channel

4. Now click the Activate integration button to set the connection live.

Screenshot of activation screen

5. Test the integration by answering the survey and making sure that the result appears in the Slack channel.

Screenshot showing the churn survey data in the Slack channel

6. Every survey response will now be sent to Slack as soon as it’s submitted. You can turn this function off at any time by going back to the Connect panel and flicking the toggle switch.

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