Why are you leaving? A question that is not asked enough.
The last few years the rage has all been about self reported attribution. Or as I like to call it, people-first attribution.
It should be a standard practice that companies use in their bottom of their funnel forms and even possibly on form that are more mid-funnel focused. And ideally the salesperson also asks the question during every first call and logs in the CRM.
Here's the question that most companies don't ask or aren't asking consistently enough.
Collecting data on why someone is cancelling.
The most obvious place to ask the question, 'Why did you decide to cancel?', is in the product. If people can cancel inside of your app, then you should ask that question as part of the cancellation flow.
The other obvious place to collect the data is when someone on your account/customer team is the one that triages cancellation requests. Make sure everyone who speaks to a customer who's cancelling asks the question and gets an answer.
In fact, those calls when that question is asked will produce some of the best insights for product marketers, product managers, and salespeople to learn from.
So, start using both self reported attribution questions. You will learn a lot, and get closer to your buyers and customers in the process.
Plus, your product and customer experience will only get better, as long as you act on the feedback.