Nathan Latka

They have five options.

They might pick one.

They might not.

They might offer you a text box.

Tell us why you're churning.

Sometimes companies make this require.

When they make that required, I type in the box, please don't require me to fill this out for you.

That's not helpful information.

So when you're looking at quantitative data, that can be helpful to tell you what you should pay attention to.

But qualitative data tells you why something is happening and what you should actually do about it.

And the one place in your company that has the most qualitative data, unfortunately, isn't UX, even though I would love it to be.

But in UX research, you can't talk to 4,000 people in a month, most months.

Customer success is already doing that.

So what's the challenge?

Well, most customer success systems,

They don't deliver information that's valuable for product teams, right?

They deliver information that's valuable for customer success teams.

Like, how long does it take people to solve an issue?

I was on chat with American Express for five hours last Friday trying to resolve an issue.

I paid my balance, and then they said I was late on my payment, even though we all agreed that we could see the payment.