Article · 12 min read

How to Conduct Customer Churn Interviews: Step-By-Step Guide

Adam McQueen · Klue Free Intermediate

An actual interview script, twelve sections deep, designed to get past 'it was too expensive' to the real reason. This is the input your churn dashboard cannot give you.

  • 75 percent of tech businesses evaluate alternatives before they renew, so a renewal is a fresh decision.
  • Selling to an existing customer converts at 60 to 70 percent against 5 to 20 percent for a new prospect.
  • Five to ten stakeholders typically influence a B2B renewal, so a churn interview needs more than the main contact.
  • Gives a 12-part interview structure, from role and context through to final recommendations, with sample questions for each.
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It answers 3 questions

  1. How do I work out why customers are actually churning instead of guessing?
  2. Our churn got noticeably worse this year. How do I run the fix as a leader?
  3. How do the best teams learn from churn instead of just reporting it?

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