Understand why customers cancel, and identify the ones you could have kept, with a short exit survey.
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What's the main reason you're cancelling?
Multiple Choice
Can you tell us a bit more about that?
Long Answer
If you're switching, where are you going?
Multiple Choice
How likely are you to come back in the future?
Linear Scale
What would have made you stay?
Long Answer
A cancellation survey (churn survey) asks departing customers why they're leaving while they're still willing to tell you. This template separates price, product, and usability churn: three problems with three completely different fixes.
Churn feedback is the most concentrated product insight you'll ever collect: these are people who cared enough to pay and then decided to stop. The structured reason question gives you a churn breakdown you can chart over time; the "what would have made you stay" question routinely surfaces the highest-ROI item on any roadmap.
Place the survey inside the cancellation flow itself: after the cancel button, before the confirmation. Response rates there are dramatically higher than in a follow-up email, and the answers are fresher.
In the cancellation flow itself, right after the customer confirms intent to cancel. Formly forms can be embedded directly in your app, so the survey feels like part of the flow rather than a detour.
Keep the survey and the save-offer separate. Mixing them turns honest answers into negotiation tactics: 'too expensive' loses its meaning when a discount might follow.
In-flow surveys with one required question typically see 40–60% completion. Email-based exit surveys often fall below 10%, which is why placement matters more than wording.
Not an exact fit? Use this template as a starting point and edit anything, or describe what you need and let Formly's AI adapt it for you.
