Where is the customer Exit Door innovation?

There is a great deal of innovation happening around the "Entrance" in digital services:

• Acquisition funnel optimization,
• Data anaylsis, visualization, predictive tools,
• Plug & play affiliate programs,
• Search & discovery optimization,
• Viral, social, and your-customers-as-your-salesforce...
• ... the list goes on and on.

For Ghost Recon Online we use many of these tools, services, and technologies to identify who is most likely to engage with our service, how we can best tell them our story, and ultimately - how we can get them enjoying the game with minimal friction as they "enter".

But what about the exit?

There's a few business models, with subscriptions coming to mind first, that have a defined Exit Door for the consumer. You cancel recurring billing to your credit card. That moment is the best opportunity to ask that customer what you could've done better. To improve your service. To understand, maybe, how one day you could win them back. Or just to say "thanks" (or, "sorry").

But for the vast majority of goods and services, customers don't leave the building, they simply dissappear. The only ones you hear from are those who stuck around.

The Exit Door is more painful to talk and think about, but is almost as important.

But no company or service has every come to me with a great idea about how to make the most of the inevitable "farewells".

Where's the equivalent of printing a postage-paid feedback form on the last sheet of every roll of toilet paper you manufacture?