How to do a customer loss survey?


How to do a Customer Loss Survey Online Survey
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Customer loss surveys play a vital role in understanding why customers stop doing business with a company and provide valuable insights for improving customer retention strategies. By reaching out to lost customers and gathering their feedback, businesses can gain a deeper understanding of the factors that led to their departure, identify areas for improvement, and make informed decisions to prevent future customer attrition.

In this article, we would learn about the importance of surveying lost customers and how to conduct customer lost research.

What is a customer loss survey?

It is also known as a customer churn survey or customer attrition survey, is a research tool used by businesses to gather feedback from customers who have discontinued their relationship with the company. It is designed to understand the reasons why customers choose to leave and to identify areas of improvement to reduce customer churn.

The main objective of a lost customer research is to collect valuable insights directly from former customers to gain a deeper understanding of the factors that led to their decision to stop using the company’s products or services. By gathering this information, businesses can make data-driven decisions and take appropriate actions to address customer concerns, improve customer satisfaction, and reduce customer attrition rates.

Why is it important to conduct lost customer surveys?

Surveying lost customers is important for several reasons:

1. Reduce customer churn: 

By surveying lost customers, businesses can gain insights into the reasons why customers decided to leave. This information can help identify patterns and root causes of customer churn, enabling the company to implement targeted strategies to reduce churn rates.

2. Understand factors of customer dissatisfaction: 

Lost customer surveys allow companies to understand the specific factors that led to customer dissatisfaction. This insight can help identify areas of improvement in products, services, or customer experience that may have contributed to customer attrition.

3. Improve customer retention strategy: 

By analyzing feedback from lost customers, businesses can gain valuable insights to refine their customer retention strategies. Understanding the reasons behind customer defection can help in developing effective retention initiatives, such as personalized offers, improved customer support, or tailored communication.

4. Identify systematic problems: 

Surveys of lost customers can uncover systemic issues within a business that may be causing customer attrition. Identifying these underlying problems can enable companies to make organizational changes, improve processes, or address product/service deficiencies that may be leading to customer loss.

5. Apply customer feedback-driven improvements: 

User surveys provide an opportunity to gather feedback and suggestions for improvement directly from customers who have chosen to leave. This feedback can be invaluable in driving product/service enhancements, process optimizations, or addressing specific pain points that may have contributed to customer defection.

6. Understand the competition: 

Surveying lost customers can provide insights into why they chose a competitor over the business. This information can help companies understand their competitive landscape better, identify areas where they may be falling short, and make necessary adjustments to remain competitive in the market.

7. Learn from mistakes: 

Analyzing feedback from lost customers can help businesses learn from their mistakes and avoid similar issues in the future. It provides an opportunity for self-reflection and continuous improvement, allowing companies to evolve and adapt based on customer insights.

Overall, surveying lost customers is a proactive approach to understanding customer needs and preferences, enabling businesses to make data-driven decisions, enhance customer retention, and drive long-term growth.

What are the different ways to do customer loss surveys?

There are several ways to conduct customer loss surveys, depending on your goals, resources, and the preferences of your target audience. Here are some common methods:

1. Online surveys: 

Create a web-based survey using tools like SurveyMonkey, Google Forms, or Typeform. Send the survey link to your former customers via email or share it on your website or social media channels. Online surveys are convenient, cost-effective, and allow for easy data collection and analysis.

2. Phone interviews: 

Reach out to former customers and conduct structured phone interviews. This method allows for more personal interaction, enabling you to ask follow-up questions and gather detailed insights. However, it can be time-consuming and may require additional resources.

3. Email surveys: 

Send a survey questionnaire via email to former customers. Keep the survey concise and straightforward to maximize response rates. However, note that email surveys might have lower response rates compared to other methods.

4. In-person interviews: 

If feasible, arrange face-to-face interviews with former customers to discuss their reasons for leaving. This method provides an opportunity for in-depth conversations and nuanced responses. However, it may require more time and resources to organize and conduct.

5. Focus groups: 

Bring together a group of former customers for a structured discussion led by a moderator. This method allows for interaction between participants and provides a deeper understanding of customer experiences. However, it can be challenging to coordinate schedules and may require a specific location.

6. Social Media Listening: 

Monitor social media platforms and online review sites to gather feedback and insights from customers who have left. While this method is passive, it can provide valuable information about customer sentiment and specific pain points.

Remember to design your survey questions in a way that encourages honest and detailed responses. It’s also essential to maintain anonymity and assure customers that their feedback will be used to improve your products or services. Consider a mix of methods to gain a comprehensive understanding of why customers leave and identify opportunities for retention and improvement.

How to do a customer loss survey?

Step 1: Identify lost customers to survey.

Step 2: Create a customer loss survey.

Step 3: Write customer loss survey questions.

Step4: Test and distribute the survey

Step5: Analyze survey data

Your steps for conducting a customer loss survey are generally correct. Here’s a more detailed breakdown of each step:

Step 1: Identify lost customers to survey:

Identify the customers who have recently stopped doing business with your company. This could involve reviewing customer records, analyzing sales data, or reaching out to your customer service department. Make a list of these customers to target them for the survey.

Step 2: Create a customer loss survey:

Decide on the format and platform for your survey. You can use online survey tools like SurveyMonkey, or Google Forms, or create a custom survey using your preferred software. Consider the length of the survey and the type of questions you want to ask.

Step 3: Write customer loss survey questions:

Craft your survey questions carefully to gather valuable insights from lost customers. Here are some example questions to include:

  • Why did you stop using our product/service?
  • How satisfied were you with our product/service?
  • Did you find our pricing competitive?
  • Were there any specific issues or problems you experienced?
  • Did you consider switching to a competitor? If yes, why?

Feel free to customize the questions based on your industry, company, and specific reasons for customer loss. Ensure that the questions are clear, concise, and easy to understand.

Step 4: Test and distribute the survey:

Before sending the survey to your lost customers, test it with a small group to ensure it functions properly and the questions make sense. Once you’re satisfied with the survey, distribute it to the identified lost customers. You can send it via email, provide a link on your website, or use any other communication channel that works best for your customer base.

Step 5: Analyze survey data:

After collecting the survey responses, analyze the data to gain insights. Look for common themes, trends, and patterns in the feedback. Consider creating charts or graphs to visually represent the findings. Identify the key reasons why customers left, areas where your company can improve, and potential solutions to prevent future customer loss.

It’s important to use the survey results to inform your business decisions and make necessary improvements to address customer concerns and enhance customer retention.

Remember to respect the privacy of the respondents and adhere to any applicable data protection regulations when conducting the survey and handling the data.

5 Customer Loss Survey Questions

Here are the 5 questions that you could add in you customer loss survey;

1. What factors contributed to your decision to stop using our product/service?

2. How satisfied were you with the overall quality of our product/service?

3. Did you encounter any specific issues or problems while using our product/service that led to your decision to leave?

4. Were there any areas where you feel we could have improved our product/service to better meet your needs?

5. Would you consider using our product/service again in the future if the identified issues were resolved?

Survey Lost Customers with Voxco

Key reasons why Voxco is a great choice for this purpose:

1. Multichannel survey distribution: 

A llows you to reach lost customers through multiple channels, such as email invitations, web intercepts, SMS/text messages, and IVR (Interactive Voice Response) calls. This flexibility enables you to connect with customers using their preferred communication method, increasing the likelihood of survey participation.

2. Personalization options: 

Voxco enables you to personalize your survey for each lost customer by using skip logic or branching. This means you can tailor the survey questions based on the customer’s specific circumstances, ensuring that you gather relevant and meaningful feedback.

3. Advanced survey design capabilities: 

It offers a comprehensive set of survey design tools, allowing you to create engaging and interactive surveys. You can use a variety of question types, including multiple-choice, rating scales, open-ended, and more. This versatility enables you to collect detailed insights and opinions from lost customers.

4. Robust reporting and analytics: 

It provides powerful reporting and analytics features that allow you to analyze the survey responses effectively. You can generate detailed reports, visualize data through charts and graphs, and extract valuable insights to understand the reasons behind customer loss and identify trends or patterns.

5. Integration capabilities: 

It integrates with other systems and platforms, making it easy to import and manage customer contact lists. This seamless integration streamlines the process of conducting surveys and ensures accurate and up-to-date contact information for lost customers.


To keep your consumers pleased and satisfied, they must believe they are being treated as individuals rather than numbers. They must be cared for, respected, and loved. 

They must see a human being, not a computer. And they must have the impression that they are receiving the highest quality food, clothing, and service money can buy. 

If you’re not performing any of these things, customer service is likely to be one of your most difficult difficulties. As crucial as responding to consumer feedback is conducting customer research to identify what your customers like best about your brand. 

After that, you can utilize this information to design a customer service experience that will keep your customers satisfied and returning for more.

Frequently Asked Questions (People also ask)

1. What is the best way to conduct lost customer research?

The best way to conduct customer loss surveys is to conduct online surveys.

2. How do you conduct a customer service survey? only steps

Certainly! Here are the steps to conduct a customer service survey:

  1. Set clear objectives for the survey.
  2. Design the survey questionnaire.
  3. Choose the survey method (e.g., online, phone, in-person).
  4. Define your target audience.
  5. Determine the sample size.
  6. Test the survey with a pilot group.
  7. Distribute the survey to the target audience.
  8. Collect responses.
  9. Analyze the survey data.
  10. Take action based on the feedback.

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This post is also available in French.