See why customers switch
Interview people who just left you, just switched to you, or just picked a competitor in a deal. The AI interviewer walks each one back from the switch to the first doubt. By morning you see the pattern across all of them.
60 AI-moderated switch interviews with people who switched in the last 90 days.
- about 5 months
1First thought
A $35 overdraft fee on a $4 coffee.
23 of 60 named a fee as the start.
- about 3 weeks
2Passive looking
Noticed friends getting paid two days early.
“My sister kept texting me screenshots of her interest.”
- about 6 days
3Active looking
A second fee, or a move to a new city.
31 of 60 had a second event.
- same day
4Deciding
Worried about moving direct deposit and autopays.
38 of 60 nearly stopped here.
5Switched
Opened the account on my phone on a Sunday night.
Forces
Push
Fees
41 of 60
Pull
Early pay and no overdraft fee
29 of 60
Anxiety
Moving direct deposit and bills
38 of 60
Habit
My bills all live in the old app
22 of 60
Where they came from
- Big national bank27Fees on low balances
- Regional bank15Moved out of the branch area
- Credit union11App felt dated
- Another app bank7Slow support when locked out
Median time from first thought to switch: about 6 months.
Run it with
Methods
Switch timeline
Each person is walked from first thought to passive looking, active looking, deciding and the switch, with the event that moved each step.
Four forces of progress
Every interview is coded into push, pull, anxiety and habit, and each force is counted across the study.
Win-loss interviews
Buyers from closed deals, won and lost, explain how they compared vendors, and you get their decision drivers ranked.
Source of business
You see which competitors new customers came from and where lost customers went, so you know who you win from and who you lose to.
Stayer interviews
People who looked and stayed show the worries and habits that keep customers from moving.
The real reason, not the checkbox
Exit surveys and CRM loss codes tend to say "price". The AI interviewer asks what happened first, what they did next and what finally tipped it, with dates. You see the events behind the switch.
Push, pull, anxiety and habit, counted
Every interview is coded into the four forces and counted. You see what pushed people out, what pulled them in, and what nearly kept them, split by the competitor they came from or went to.
Test the win-back before you send it
Ask a thousand digital twins, built from real interviews, how they would react to a retention offer or an easier way to move over. Keep the versions that move them, then check with real customers.
How you run it
- 1Minutes
Screen
A thousand digital twins answer first, so the weak options drop out.
- 2Overnight
Interview
The AI interviewer talks to real people and follows up on what they say.
- 3By morning
Decide
The number, the reasons behind it and the quotes that carry it.
Questions
What is a switch interview?
A switch interview is a jobs-to-be-done method. You talk to someone who recently changed products and rebuild the timeline of that decision, from the first thought to the switch. Then you sort what you hear into four forces: push, pull, anxiety and habit.
What are the four forces of progress?
Push is what is wrong with the current product. Pull is what draws people to the new one. Anxiety is the worry about switching, and habit is the comfort of staying. People switch when push and pull beat anxiety and habit.
What is win-loss analysis?
Win-loss analysis means interviewing buyers after a deal closes, whether you won or lost. They explain how they compared vendors and what decided it. The output is a ranked list of decision drivers, with quotes, split by competitor.
Who should I interview?
Talk to people who left you, people who switched to you from a competitor, and people who looked and stayed put. Each group explains a different part of the decision. Interview them within a few weeks of the switch, while they still remember the details.
How do I reach customers who just churned?
Send the interview link from your cancellation flow, a win-back email or your CRM when a deal closes. People answer by text or voice, in any language, when it suits them. There is no call to schedule.
Why not just use an exit survey?
Exit surveys get a quick answer, and that answer is usually "price" or "other". An interview follows up and finds the events and worries behind it. It also tells you who they left for, which tells you what to change.