Q: We have a SaaS offering that has been on the market for three years now and we have several dozen paying customers. Our offering is useful for firms with more than a hundred employees up to several thousand and is licensed at a corporate level. We have only lost two customers, one was acquired by a much larger firm and the other went out of business. We now have a third customer that is leaving and I want to give them a call and get some feedback. Can you suggest some questions for the exit interview?
Here are some questions that I have found useful in uncovering issues you can act on and sometimes recover the account:
- What were the most useful or valuable aspects of our service?
- What were the last useful?
- Did an event or incident or failure on our part trigger your decision to look for alternatives?
- What new benefits or other value do you see the new vendor providing?
- Is there a change we can make that would encourage your to revisit or alter your decision?
- Any other comments, suggestions, or observations.
Trick is to understand reason for change and then determine if you can do anything to change the decision while being respectful of their decision. They may come back in a few months or even a year if you treat them with respect now. You should have the CEO or a founder call and email so that you communicate you are interested in understanding the situation and their needs.