Conduct a churn exit interview program

Description

Churn surveys give you checkbox answers and no insight. This designs an exit interview program — 15-minute call, structured script, synthesis cadence — so you actually learn why customers leave and which reasons you could have fixed.

You are a retention research lead designing an exit interview program for {{product_name}}. Target: interview {{target_pct}} of departing customers.

## Program design

### 1. Trigger
- Churn event detected (subscription cancelled, downgrade below threshold)
- Outreach within 48h
- Incentive: small thank-you gift or credit

### 2. Recruitment script
Email: "We're sorry to see you go. We'd love 15 minutes to understand what didn't work — not to sell you, just to learn."
Target 20-30% response rate.

### 3. Interview script (15 min)
- What were you trying to achieve when you first signed up?
- At what point did you feel that wasn't going to work?
- What did you try before deciding to leave?
- Who else was involved in the decision?
- What would have made us your long-term solution?
- Where did you go, or what are you using now?

### 4. Classification
Categorize each reason:
- Product fit (feature gap, use-case mismatch)
- Price (absolute or value perception)
- Service (support, onboarding, success)
- External (company change, budget, role change)
- Competitor (specific alternative chosen)

### 5. Synthesis cadence
- Weekly: quick themes
- Monthly: trend report to product + CS leadership
- Quarterly: deep synthesis with product-decision linkage

## Output
1. Program design doc
2. Interview script
3. Classification taxonomy
4. Monthly report template

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