If a user cancels a subscription in your app, give them a cancellation survey.
Intercom.io does this in a very good way.
If a plan is cancelled, they will ask you about the reason for the cancellation:
- Bad experience
- Could not get the team to use it
- Found the feature set was not working for us
- Changed requirements
- Customer environment changed
- Other reasons
They will also ask you for details on each selected reason.
Subsequently, you will be asked, if you are moving on to a competitor.
In their case, the list looks like this:
- Desk.com (a Salesforce company)
- Live Chat Inc
This is also interesting for you as a potential buyer to enhance your market research when you consider using a specific SaaS app. More on this in a separate post.