Podcast · 35 min

Qualitative churn analysis

Andrew Peterson and Spencer Dent · CHURN.FM Free Intermediate

The Clozd founders explain exactly how to run a churn interview well: who should conduct it, why a neutral third party gets more honest answers than the account manager, and which questions actually surface the real reason someone left. This is the missing detail behind the short answer's instruction to do a quick call with people who leave, told by people who do nothing but this.

• Use someone the customer was not working with day to day to conduct the churn call.
• Ask about the decision process, not just the stated reason for leaving.
• A structured, repeated question set lets you compare churn reasons over time.