When we create a member exit survey we hope that a silver bullet answer will emerge. We hope these former members will tell us that with one more benefit, event or bit of data we can win them back. A process is created and the exit surveys periodically email and here’s what our former members do:
- Ignore it – why waste the time when I have already written you off?
- Get frustrated all over again – these forced choice answers don’t reflect the real answer I didn’t renew.
- Lie – it’s not about my budget, it’s about your inability to deliver what I need/what I thought I was getting.
No matter their response the data we get back from exit surveys is inaccurate. It’s far better to continually read our current, active, best, most engaged members to find the need gaps to be filled and disappointments to be corrected.