Churn/Win Back Customer Interviews For B2B Businesses

Continuing with the series on the types of Customer Interviews, today's we're going to focus on Churn/Win Back Customer Interviews.

When to do them? 

• When your customer churn rate is too high

• When you're losing customers, and don't really know why

How often to do them?

• Every six months

• Ongoing

Who is the target audience?

• Ex-customers

What you're trying to understand?

• Why customers leave

Sample questions:

• "What did you expect from our product, and what did you experience?"

• "What happened that led you to consider choosing another solution?"

My closing thoughts on Churn/Win Back Customer Interviews:

Churn/Win Back Customer Interviews are commonly conducted via survey, but if you want a better understanding of why your previous customers leave and where they go, I highly recommend 1:1 interviews. You'll get deeper insights into the gaps in your current sales process, marketing messaging, and product offering.

If you have questions about Churn/Win Back Customer Interviews, let me know.

#B2B #CustomerInterviews #FocusVertical

Frequently Asked Questions

When is the right time to start doing Churn/Win Back Customer Interviews?

When customer churn rate is too high, or when customers are being lost without a clear understanding of why, both signals that direct insight is needed rather than continued guessing.

How often should Churn/Win Back Customer Interviews be conducted?

Every six months, on an ongoing basis, keeping visibility into churn patterns current rather than treating it as a one-time investigation done only after a problem becomes severe.

Who should be interviewed for this type of customer interview?

Ex-customers specifically, people who already left, since their perspective directly reveals what drove the decision to leave in a way current customers can't provide.

What are these interviews actually trying to uncover?

Why customers leave, real insight into what caused the departure, information that can then inform improvements to sales, marketing, or the product itself.

Why are 1:1 interviews recommended over surveys for Churn/Win Back Customer Interviews?

Because they provide deeper insights into the gaps in the current sales process, marketing messaging, and product offering, insight that a more surface-level survey format typically can't capture as effectively.