When customers leave, the list of answers to the question “how might we fix this?” is nearly infinite. You might ship a new feature. You might send emails. You might fix a bug. There’s a lot you might do – and it might work. In this session, Alli will discuss why you need to begin by understanding why customers cancel, she’ll rant about how one of the most common methods for understanding churn gives you useless data, and then she’ll send you off with a roadmap for how to collect, organize, and act on qualitative data (that you can set up in an afternoon).