CUSTOMER
Churn & cancellation survey template
Understand cancellation reasons, prior usage, and unmet needs without adding friction to cancellation.
9 questions · 2 pages · 5 answer formats · About 2 min
Time is estimated from all questions, including matrix rows. Branching can shorten a path; reading, consent and longer written answers can add time. Confirm it with a pilot.
Free to use within your plan's response allowance. Edit the wording and options before publishing.
Use this template opens an editable draft after sign-in. Questions, answer options and configured logic carry over; nothing is published until you choose to publish.
Try the questionnaire
Answer it before you use it.
Try the actual questions, follow-ups and endings. Preview answers stay in this tab and disappear when you close or restart it. Nothing is submitted.
Who this is for
Subscription teams learning why customers cancel without making cancellation harder.
Before you send it
Offer the questionnaire alongside or after cancellation, without requiring it to cancel. Include reasons relevant to your product and allow people to skip detailed feedback.
Questionnaire preview
These are the questions and answer options copied into your draft. Bracketed text is a prompt to customize. Matrix questions contain several statements, so allow time for each row.
Page 1
1. What is the main reason you're cancelling? (required)
Choose one
Too expensiveMissing featuresSwitched to another toolDidn't use it enoughOther2. What could we have done to keep you?
Long text
3. Which tool are you moving to, if any?
Short text
4. How likely are you to come back in the future?
0–10 scale (Not at all likely → Extremely likely)
5. Anything else you want us to know?
Long text
Page 2: Context and next steps
6. How long had you used the product before cancelling?
Choose one
Less than a month1–3 months4–12 monthsMore than a year7. How often did you use it in your final month?
Choose one
DailyWeeklyLess than weeklyNot at all8. Which issues contributed to your decision?
Choose all that apply
Setup was difficultReliabilitySupport experienceValue for moneyChanged needsNone of these9. What would make you consider returning?
Choose one
A specific featureA lower priceA change in my needsNothing at the momentNot sure
Use the builder link to retain logic, piping, consent, scoring, and randomization. Plain text copies wording only; piped answers become editable placeholders.
How to read the results
Compare the main cancellation reason with tenure and use frequency. Separate a missing capability from a product that no longer fits the customer's situation; they suggest different actions.
Preview your edited survey on desktop and mobile, run a small pilot, and review an export before inviting the full audience. Adding questions is optional: keep the ones that support your decision.
Keep building your study
Track customer recommendation, satisfaction, and effort alongside the written reasons behind each score.
Understand a recent purchase, whether it met expectations, and what to improve after checkout.
Find out what visitors came to do, whether they succeeded, and where information or navigation fell short.
Count the questions and reading load before confirming timing with a pilot.
Start
Start with this template.
Make it your own.
Free to use within your plan's response allowance. 100 responses a month on Free, and no credit card.