Another option would be to simply ask someone when canceling why they're canceling. It's not as conversational as a phone call, but you can get juicy bits of in

Another option would be to simply ask someone when canceling why they're canceling. It's not as conversational as a phone call, but you can get juicy bits of info like... "Out of business. Too little, too late..." "Working on-site with corporate clients for foreseeable future, so using their project management software." "Not integrated with zapier or basecamp." ...Which I would not have been able to get just by seeing so-and-so canceled. Very rarely does anyone Christmas-tree the textarea, and it literally takes a few minutes to add to your "Close Account" page. (Takeaways for future planning: Help low tier accounts stay in business, e.g. education; Whitepaper on convincing your clients to use Planscope; Think about Zapier/Basecamp integration)