Launch: Cancel Flow Follow-up Questions

Cancel Flow surveys have been a cornerstone of Churnkey since day one. Every month, tens of thousands of customers tell you why they're leaving, and that feedback shapes retention strategies across SaaS, media, and e-commerce.

But follow-up responses were freeform text only. That's great for nuance, but when you're trying to answer "to which competitor are we losing the most customers?" or "what's the top missing feature driving churn?", reading through hundreds of open-ended responses doesn't scale.

So your team ended up exporting CSVs, manually tagging responses, and building spreadsheets to spot patterns. While Feedback AI helped sort through the raw text, the insights were buried in paragraphs instead of surfaced in charts.

Today, that changes. Welcome to Cancel Flow Follow-Up Questions.

What's new

The ability to ask follow-up questions in three ways. When a customer selects a cancel reason, you can now ask a structured follow-up instead of just a text box. Choose from:

• Single choice: "Which competitor are you switching to?" with a predefined list of options.
• Multiple choice: "Which features were you missing?" where customers select all that apply.
• Hybrid: a structured selection, plus an optional freeform text field for additional context.

Freeform text is still fully supported, so you can continue to run simple surveys as you always have done.

Tailored offers per follow-up answer. This is where it gets powerful. You can now configure different save offers for each individual follow-up response. Losing a customer to Competitor X, whose pricing you know? Show them a targeted discount. Customer says they're missing a feature that actually exists? Surface a tooltip or guide. The follow-up answer drives the save strategy, automatically.

The Response Explorer. Structured responses unlock a new treemap chart in Cancel Flow analytics. Every follow-up option appears as a proportional block, sized by MRR impact or response count, so you can instantly see which answers represent the most churning revenue. Toggle between MRR and volume to shift your lens. Click any block to drill down into the sessions behind it.

Full translation support. Structured follow-up options are fully integrated with Automatic Translations. Your international customers see translated options out of the box.

Backwards-compatible by design. Existing flows keep working exactly as they do today. Structured follow-ups are additive. Enable them per question, per reason, at your own pace.

How it works

1. Open your Cancel Flow builder. Navigate to any cancel survey item. Add a follow-up question.
2. Choose your question type. Select Single Choice, Multiple Choice, or keep it as Open-Ended. For hybrid mode, toggle on "Additional text."
3. Add your options. Write your follow-up questions, drag to reorder, remove what you don't need.
4. Configure offers (optional). Set up targeted save offers for specific follow-ups or use a single default offer if you prefer simplicity.
5. Publish. Your updated flow goes live. Responses start aggregating immediately in your Response Explorer.

Built for teams who want stronger signal

This feature is for retention teams who've outgrown the spreadsheet, who want to see "Competitor X: 42%" instead of reading 200 text responses to figure that out. Who want their save offers to react to what customers are actually saying in real-time.

Structured follow-ups turn your cancellation survey from a feedback form into a decision engine. They can be used as an extension of your team's empathy, and, when paired with Adaptive Offers, are an incredibly powerful addition to your Cancel Flows.

More to come

Structured Follow-Up Questions lay the groundwork for deeper analytics across all of Churnkey, including tighter Feedback AI integration that combines structured data with freeform insights. We'll have more to share soon.

Want to see it in action? Book a walkthrough or start a free trial.