Stop the drop: B2B churn survey template

No company is immune to customer churn—it’s just part of the game. But in the world of SaaS, every drop-off tells a story. So how do you turn exits into insights and keep more customers around? Start with a survey.

A churn survey is your backstage pass into the minds of departing customers. It’s your chance to ask the big questions, uncover the why behind the goodbye, and turn feedback into fuel for stronger retention.

When should you use a churn survey?

You can’t assume that the reasons churned customers left in the past are what’s causing churn today, so product managers should review B2B churn surveys continuously as one of many product management tools. Your churn survey data can help you determine

• Why users churn (and whether that varies over time or between user segments)

• If churned users are leaving on a positive note or after a negative experience

• What changes you need to prioritize to improve your customer retention metrics

• How to improve your product

How to set up a churn survey in minutes with Contentsquare

Use Contentsquare’s Surveys tool to create a churn survey today and find out why your users are abandoning your product. Simply follow these steps:

1. Navigate to Surveys in Contentsquare from the left-hand menu

2. Click ‘New Survey’ in the upper-right corner

3. Choose to start from scratch or use one of 40+ templates—like the churn template—then customize it as needed

Contentsquare also lets you customize every detail so that the survey fits your needs. For example, you can

• Tweak each question in the template or add your own

• Change the color scheme (get more color options with our growth plan)

• Opt-in to on-site user targeting

• Select how often users see the survey

• Choose where to receive responses

• Pick from full-screen, pop-up, or external link surveys

Customize your churn surveys with Contentsquare’s Surveys tool

Once set up, your survey is ready to send to customers and start gathering valuable insights. 

📌 Reminder: ensure the Contentsquare tag is installed on your site, so you can host the survey live on your site rather than via an external URL. This might be useful if you want to show the churn survey to users on a certain page. It’ll also mean you’ll be able to access all of Contentsquare’s existing features.

Don’t worry, installing the tag won’t slow your website down. And it doesn’t cost you anything (our free plans are free forever). To set up your full Contentsquare account and install the tag, follow these steps, or simply use the Contentsquare and Google Tag Manager integration.

How to use your churn survey results

When you think of each B2B churn survey response as a vote for what you need to change to improve customer satisfaction, you can prioritize updates with the biggest impact. Here are some examples of what a B2B churn survey could teach you about your product, and how you could leverage those insights:

• If a user wasn’t using your product enough, you might need more in-app guidance and education

• If a user didn’t find it easy to use, you can review session recordings and heatmaps to find problem areas on each page

• If a user said your product was too expensive, you might need to rework plans based on feature usage

• If a user is switching to a different product, it might be time to run a competitive analysis

• If a user no longer needs your product, conduct more research in their segment to understand how needs evolve

💡 Pro tip: use Contentsquare’s built-in AI to instantly analyze survey results, uncover patterns in customer sentiment, and surface friction points before they lead to churn. No more sifting through responses—get clear, data-backed insights to guide future fixes that enhance usability and keep customers engaged and coming back. 

FAQs about churn surveys