# Customer churn interview worksheet

An original Stetos.co template. Adapt the questions to the cancellation event.
Guide: https://www.stetos.co/blog/churn-interview-questions

## Study definition

- Cancellation or departure event:
- Relevant cohort and eligibility:
- Time period:
- Research owner and guide version:
- Invitation, participation, and data-use arrangements:
- Invited / started / completed counts and units:

Keep deliberate cancellation, payment failure, trial expiry, and unused paid
accounts separately identifiable. Keep research distinct from win-back sales.

## Interview topics

### Original goal

- What were you trying to accomplish when you chose the product?
- What were you doing before that?
- What made this worth trying at the time?
- Who else was involved in the decision?

### Actual use

- Walk me through a recent time you used the product for that task.
- What worked as expected?
- Where did you pause, repeat work, or use a workaround?
- What did you do next?
- Did you reach the outcome you needed?

### Departure decision

- When did you first consider stopping?
- What was happening around that time?
- Was there a particular event that led you to decide?
- What had you tried before deciding to leave?
- Who made or approved the final decision?

### Alternative and close

- What are you doing or using now?
- What trade-offs have you noticed?
- Is any part of the original task unresolved?
- What have we missed about your decision?
- May we contact you to clarify something later?

## Evidence record

- Participant and session references:
- Role, account context, and recruitment source:
- Original job:
- Product experience:
- Reported trigger:
- Possible underlying conditions (interpretation):
- Alternative chosen:
- Supporting excerpts and source locations:
- Contradictions and missing information:
- Follow-up permission:
- Next investigation or experiment:
- Owner and evaluation criterion:

Do not treat interview-theme counts as the share of all churn caused by an issue.
Label direct participant statements separately from AI or analyst interpretations.