In the next two minutes
Ask for the list of twenty.
A Customer Healthcheck pattern
You cannot see why people leave
How deep it runs depends on your answers.
Take the Customer Healthcheck
Your answers point at the exit you can't see.
People are leaving, and the reason on file is price, a competitor or market penetration. That's what they told you on the way out.
People are poor narrators of their own decisions. They report the last thing that happened. The behaviour that led there started months earlier: visits thinning out, baskets getting smaller, the same support question asked twice, a step they used to finish and stopped finishing. Without an integral listening post, that's hidden from your data.
The symptom you'll recognise: The reasons on file are tidy, the leavers keep leaving, and nobody can say what changed three months before they went.
The tool
The Ninety-Day Exit Trace.
The customer. The reason they gave. Their activity, week by week, for the ninety days before they left. The week it first dropped. The last thing they did before it dropped.
- 01
Pull your last twenty departures.
- 02
Chart each one's activity for the ninety days before.
- 03
Mark the week it first dropped and the last action before it.
- 04
Group all twenty by that last action.
- 05
Put the biggest group beside the reasons those customers gave. That's your first fix, and the slide for your next leadership meeting.
This week
Chart the first five.
This quarter
Trace all twenty and fix the biggest group.
Want help fixing this?
Read the offer document. It shows exactly how my team and I would start, with quick wins in the first weeks.
Or learn to fix it yourself
The Lean UX Research book
Stop guessing what your customers want. In fourteen days, you'll know.
Read moreBuilding a UX research system
Put real customer evidence into your next decision.
Read moreOr have it done: the Lean UX Research Sprint
Our team installs the method in your organisation, guaranteed.
Read moreTemplate on MethodLoop
Ninety-Day Exit Trace
Trace the ninety days before each customer left.
Get the templateWhy you got this result
In sixteen years I have met maybe two companies that didn't care about their customers at all.
For everyone else, the evidence was already scattered across their analytics, the support queue and the session recordings. It just never reached the room where the roadmap gets decided.