Churn Survey template

One question, then the right follow-up. This churn survey asks the single reason someone is leaving and branches on the answer: missing features leads to a which-features question, price leads to a fair-price check, a competitor leads to which tool won. Every path rejoins for the closing what-could-have-kept-you question, so nobody sees follow-ups that don't apply to them.

Use this template Start free — no card

8 questions · works on the free plan (500 responses/month) · fully customizable

6 built-in logic rules

What’s inside

The questions this template ships with — rename, reorder, or delete any of them in the builder.

01What's the main reason you're leaving?Multiple choice

02Which features were missing?Long text

03What would have felt like a fair price?Multiple choice

04Which tool did you switch to?Short text

05What's the one thing we could have done to keep you?Long text

06Despite leaving — how likely are you to recommend us?NPS score

When to use this template

The survey step in a SaaS cancellation flow, shown right after the cancel button is clicked
A follow-up email to accounts that downgraded to free, who churned in behavior if not in billing
A subscription service testing whether its churn is a pricing problem — the price branch asks directly what would have felt fair
Competitive analysis on a budget: the switched-tools branch names the competitor and what won them over, in the customer's own words

Tips to get more from it

The branching runs on jump rules: each reason routes to its matching follow-up, and completed branches jump past the others to the common closing question. If you add a reason option, add its jump rule too or that answer will fall through every branch in sequence.
The fair-price options are framed as discounts (about 25% less, about half, free-only) plus a price-wasn't-the-issue escape. That last option matters — it catches people who chose price as the polite answer.
The closing NPS question requires a Pro plan ($14.99/mo) to publish. On the free plan, delete that one field — the branching survey around it works unchanged.

Questions people ask

What should a churn survey ask?

One required reason question, one follow-up specific to that reason, and one open question about what could have kept them. This template implements exactly that with branching, so each respondent answers three things at most.

When should a churn survey be shown?

At the moment of cancellation if you can embed it in the flow, or within a day or two by email. Response quality drops fast after that — the reasons blur and the polite answers take over.

Do the branching questions require a paid plan?

No — jump and skip logic is available on Zunoform's free plan. The only Pro-gated field in this template is the NPS question, which you can remove and still keep all the branching.