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Customer Churn Risk & Retention Drivers Survey
Identifies at-risk B2B customers through usage patterns, perceived value, and churn intent, then surfaces the retention levers most likely to prevent cancellation. Designed for product, CS, and growth teams managing subscription-based accounts.
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Customer Churn Risk & Retention Drivers Survey
Welcome, and thank you for taking part in this brief survey. Your responses will help us understand your experience and improve our product. This survey takes approximately 11 minutes. Your participation is entirely voluntary, and you may stop at any time. There are no right or wrong answers — we are interested in your honest opinions. All responses are confidential and will be reported only in aggregate. Please answer based on your experience over the last 90 days unless a question specifies otherwise.
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Sample questions
A preview of what’s in the template. Every question is editable before you launch.
21 questions · ~10 min
Q01
Multiple Choice
In the past 30 days, how often have you used our product?
- Daily
- Several times a week
- Weekly
- 2–3 times a month
- About once a month
- Less than monthly
- Not in the last 30 days
Q02
Multiple Choice
Compared with three months ago, how has your usage changed?
- Increased a lot
- Increased a little
- No change
- Decreased a little
- Decreased a lot
- Stopped using entirely
Q03
Opinion Scale
To what extent does our product meet your current needs?
Scale: 1 – 7
Min:Does not meet my needs at allMax:Fully meets my needs
Q04
Opinion Scale
How easy or difficult is it to accomplish your goals using our product?
Scale: 1 – 7
Min:Very difficultMax:Very easy
Q05
Opinion Scale
How much would you miss our product if you no longer had access to it?
Scale: 1 – 7
Min:Would not miss it at allMax:Would miss it a great deal
Q06
Opinion Scale
How would you rate the overall value for money you have received from our product over the last 90 days?
Scale: 1 – 7
Min:Very poor valueMax:Excellent value
Q07
Multiple Choice
Which of the following capabilities are currently missing or difficult to use? (Select all that apply.)
- Reporting and analytics
- Collaboration/sharing
- Mobile access
- Integrations with other tools
- Customization/flexibility
- Admin controls and permissions
- Performance/speed
- Onboarding or education
- Documentation or self-serve help
- Other (please specify)
- None of the above
Q08
Opinion Scale
How likely are you to continue using our product over the next 90 days?
Scale: 1 – 7
Min:Very unlikelyMax:Very likely
Q09
Opinion Scale
How likely are you to recommend our product to a colleague or peer?
Scale: 1 – 7
Min:Very unlikelyMax:Very likely
Q10
Multiple Choice
What are the main reasons you might cancel or reduce your plan? (Select all that apply.)
- I no longer need the product
- Missing key features
- Too complex or hard to use
- Performance or reliability issues
- Poor support experience
- Price or cost is too high
- Switching to another provider
- Budget cuts or approvals blocked
- Security, privacy, or compliance concerns
- I am not considering cancellation
- Other (please specify)
Q11
Multiple Choice
If you were to stop using our product, what would you most likely do instead?
- Switch to a competing product
- Build an internal solution
- Use a manual workaround
- Do without any solution
- Not sure
Q12
Ranking
Please rank up to three actions that would most increase your likelihood to continue using our product.
- Lower price or more flexible pricing
- Add specific feature(s) you need
- Improve reliability or performance
- Provide better onboarding or training
- Faster, higher-quality support
- Easier integrations with other tools
- More flexible contract terms
Drag to rank
Q13
Dropdown
Which of the following best describes the monthly price that would feel fair for the value you currently receive?
- Less than $10
- $10 – $24
- $25 – $49
- $50 – $99
- $100 – $249
- $250 – $499
- $500 – $999
- $1,000 or more
- Not sure / prefer not to say
Q14
Opinion Scale
If you contacted our support team in the last 90 days, how would you rate that experience?
Scale: 1 – 7
Min:Very poorMax:Excellent
Q15
Multiple Choice
Did you contact our support team in the last 90 days?
- Yes
- No
Q16
Long Text
Based on your responses in this survey, please share any additional thoughts or suggestions about your experience with our product.
Q17
AI Interview
We'd like to understand a bit more about your experience. An AI moderator will ask a couple of brief follow-up questions.
Q18
Multiple Choice
What is your primary role in relation to our product?
- Day-to-day user
- Admin/Owner
- Decision maker
- Executive sponsor
- Consultant/Partner
- Other
Q19
Multiple Choice
Approximately how many employees are in your organization?
- 1–10
- 11–50
- 51–200
- 201–1,000
- 1,001–5,000
- 5,001+
Q20
Multiple Choice
How long has your organization been using our product?
- Less than 1 month
- 1–3 months
- 4–12 months
- 1–2 years
- 3+ years
- Not sure
Q21
Multiple Choice
Which subscription plan are you currently on?
- Free/Trial
- Paid monthly
- Paid annually
- Not sure
Message
Thank you for completing this survey! Your feedback is valuable and will directly inform how we improve our product. If you have any questions, please contact our team at [support email].
What’s included
AI follow-ups
Adaptive probes on open-ended answers that pull out detail a static form would miss.
Attention checks
Built-in safeguards against rushed answers and low-quality respondents.
AI-drafted copy
Wording, ordering, and branching written by the AI — tuned to your research goal.
Auto report
Themes, quotes, and a plain-English summary write themselves once responses come in.
How it compares
We reviewed the closest templates from other survey tools. Here’s what they do well — and where this template goes further.
Why this template
- Includes a full B2B firmographic profile (role, company size, tenure, plan) so churn signals can be segmented by account type
- Combines quantitative churn-risk metrics (usage change, perceived value, likelihood to continue, NPS) with a ranked list of retention levers respondents would actually respond to
- Adds an AI follow-up interview that can probe open-ended cancellation reasons and support experiences in real time rather than relying on a single static open-text box
- Captures pricing sensitivity, support experience, and specific missing capabilities in the same flow, giving product, CS, and growth teams one dataset instead of three separate surveys
Jotform
Customer Churn Survey Form TemplateA ready-to-use churn survey form built on Jotform's drag-and-drop form builder, likely covering basic satisfaction and cancellation reasons. It's a static form template meant to be customized rather than a purpose-built B2B retention diagnostic. No indication of AI-driven follow-up or account segmentation built in.
What it does well
- Quick to deploy and customize within Jotform's existing form ecosystem
- Familiar drag-and-drop builder likely to be easy for non-technical teams
- Can integrate with Jotform's broader form/workflow features (payments, notifications, etc.)
Where it falls short
- Static question set with no adaptive follow-up probing into individual churn reasons
- No built-in B2B segmentation (role, company size, plan tier) apparent from the template
- No automated quality scoring or auto-generated retention-driver report
SurveySparrow
Customer Retention Survey TemplateA conversational-style retention survey template aimed at general customer retention rather than B2B subscription churn specifically. Likely covers satisfaction and loyalty questions in SurveySparrow's chat-like format, but doesn't appear tailored to usage-pattern-based churn risk scoring or account-level B2B context.
What it does well
- Conversational chat-style format may improve completion rates
- Positioned within a broader marketing/retention template library
- Likely supports basic branching logic for follow-up questions
Where it falls short
- No adaptive AI-moderated interview to dig into individual churn drivers
- Template appears generic to retention rather than tuned to B2B usage/value/churn-intent scoring
- No transparent published methodology or automated report generation for retention levers
Typeform
Customer Retention Survey TemplateA polished, conversational one-question-at-a-time retention survey template, good for general customer feedback collection. It doesn't appear to include B2B-specific segmentation or a structured churn-risk model (usage change, likelihood to continue, ranked retention levers) like this template does.
What it does well
- Clean, engaging one-question-at-a-time UI known for high completion rates
- Easy integration with other tools via Typeform's ecosystem
- Good general-purpose design for customer feedback
Where it falls short
- No adaptive AI follow-up interview or voice interview option to probe churn reasoning
- No visible ranking mechanism for prioritizing retention levers
- No automated per-response quality scoring or auto-generated churn report
Frequently asked questions
What questions are in the “Customer Churn Risk & Retention Drivers Survey” template?
The template includes 21 ready-to-use questions, starting with: “In the past 30 days, how often have you used our product?” · “Compared with three months ago, how has your usage changed?” · “To what extent does our product meet your current needs?”. The full set is previewed above, and every question is editable.
How long does this survey take to complete?
Respondents typically finish the 21 questions in about 10 minutes.
Can I customize this template?
Yes — every question, answer option, and the ordering is editable before you launch. You can add or remove questions, or ask the AI editor to rework the survey around your research goal.
Is this template free to use?
Yes. Open it in the editor and start customizing right away — no account required to try it, and the free plan covers launching your survey.
Ready to launch?
Open this template in the editor. Every part is yours to change before the first respondent sees it.
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