Churn and Cancellation Interview Guide
Write a respectful cancellation interview guide and outreach with questions, probing prompts, a coding sheet and a pattern summary.
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[VERIFY] is an editorial flag, not a blank to fill. Wherever the prompt shows [VERIFY], check that item against a reliable source before you use it.
Help me learn why customers leave. Product and customer type: [PRODUCT_AND_CUSTOMERS]. How customers cancel today: [CANCELLATION_FLOW]. Time since cancellation for the people I will contact: [TIME_SINCE_CANCELLATION]. Hypotheses about why they left: [CHURN_HYPOTHESES]. Number of interviews I can run: [INTERVIEW_COUNT]. Produce: an outreach message under 90 words that makes clear this is for learning, not winning them back, and that declining is fine; an interview guide of 12 questions in order, starting with their situation, then how they chose the product, the point when things changed, alternatives considered, what triggered the cancellation, and what would have changed their mind; probing prompts for vague answers; a closing script; and a coding sheet table with the columns Interview ID, Trigger event, Underlying job, Alternative chosen, Product gap, Price or value, Support issue, Quote, Could we have prevented it? (yes, maybe, no). Add a summary template that counts reasons across interviews and shows percentages with the arithmetic, plus a warning not to treat counts from a few interviews as proportions of all churn. Suggest how to combine with survey and usage data. Do not invent interview findings. Do not pressure anyone, and do not use a cancelled customer's data beyond what they agreed to. Privacy and marketing consent rules apply to contacting former customers; check them [VERIFY]. Add a worked example with invented figures: 14 interviews, with 6 citing price, 5 citing a missing feature, 4 citing a switch to another tool (people can cite more than one), and compute percentages.
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Invented figures. Reasons cited (people can cite more than one): price 6, missing feature 5, switched tool 4. Total interviews: 14. Share citing price = 6 / 14 = 42.9 percent. Missing feature = 5 / 14 = 35.7 percent. Switched tool = 4 / 14 = 28.6 percent. The percentages add up to more than 100 because answers overlap. Caution: 14 interviews is a small, self-selected group. Say "6 of 14 interviewees" rather than "43 percent of churn". Guide question 7: "Think back to the week you decided to cancel. What happened just before?" Probe: "What did you try first?" and "Who else was involved in the decision?" Closing: Is there anything we have not asked that you think we should know?
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