The reasons customers give, and the ones you work out later, are among the most useful facts a founder has.
Reply with:
- What you sell
- How you ask: a cancellation form, an email, a call, nothing
- The top three reasons you hear
- What you think the real reason is, where it differs
- What you changed as a result
Reasons that turn up in most subscription products:
- Never got started. They signed up and did not reach the point of value.
- The job was finished. They needed it once.
- Too expensive for how much they used it.
- Missing something they needed.
- Switched to a competitor or back to the old way.
- The business changed: they closed, lost budget, or the person who bought it left.
- The card failed and nobody followed up.
Two of these are worth separating out. "Never got started" is an onboarding problem. "The job was finished" may be a pricing-model problem. Neither is fixed by adding features.