As a product manager, understanding the sentiment of your customers towards your product and identifying the factors that drive their decisions to continue using it is crucial to reducing churn and improving your product’s traction.
This survey is especially helpful for identifying issues that may be leading to churn. By asking customers who don’t plan to continue using your product why that’s the case, you’re able to uncover pain points and take steps to address those product areas. By asking customers happy with your product and anticipating continued use, you can still proactively uncover potential issues and resolve them before they lead to churn. It’s also an opportunity to invite existing customers to help you build and improve your product, making end users feel valued and more invested in the future development of your product.
For example, let’s say you are a product manager for a meal kit delivery service. You’ve noticed that your churn rate has been increasing over the past few months, and you’re not sure why. You decide to launch this survey, asking users in your product how likely they are to continue using this service over the next three months.
You receive a number of responses from customers who say they do not plan to continue using it because they find the recipes too complicated, and it takes too long to prepare meals. With these actionable insights, you decide to launch a new feature that includes simpler recipes that take less time to prepare. This change results in a significant decrease in churn, and a corresponding increase in customer satisfaction.
