I've been looking at cancellation flows of small SaaS. Here's what I keep finding.
I've made conversations with few founders here over the past couple weeks about why customers cancel.
Most of them track the rate of churn , not the reason and the ones who track the reason use normal survey and do not get good results ..... Also Nobody follows up on the answer.
So you know something is wrong, but not what.
One founder I talked to said something that stuck with me: "I don't need a dashboard. I need to know why."
Curious how others here handle this. Do you actually ask your customers why they leave, or is it mostly a guess?