How Miro Turns Cancellation Interviews Into a Company-Wide Insights Engine Using Persona

About Miro

Miro is the collaborative workspace where agents and teams converge to think, decide, and build together. Miro's growth and monetization team is responsible for understanding why customers churn and, just as importantly, what drives them to retain — work that's always urgent and becomes even more timely as Miro rolls out product updates across the funnel.

The Challenge

Miro's growth team needed a steady read on why customers were cancelling — not a one-time study, but an ongoing signal they could act on.

The problem was the same one every team hits eventually: they need to reduce churn, and there's a wealth of insight from customers who churn, but getting those customers to sit down for an interview is hard.

Traditional outreach meant emailing a segmented list, incentivizing people to talk, and waiting - all steps that also take time and incur costly manual work from the Miro team. And even with effort, the interviews they got didn't give them a representative view of why customers were actually leaving.

The Solution

Miro deployed Persona's AI interviewer directly into their cancellation flow, giving customers who were cancelling an easy way to explain why — right at the moment it mattered, without needing to schedule.

The interviewer had deep context on Miro's product and how to run a genuinely diagnostic conversation: how to probe past a surface-level answer instead of settling for one, the same instinct a skilled researcher brings to an exit interview.

The Results

Lower the Threshold, and People Open Up

Once it was live, Miro found that customers were willing to go deep with the AI interviewer — including people who never would have taken a traditional call. Asked why, Miro's Growth & Monetization lead pointed to something simple: an AI interviewer removes the social friction of a scheduled human conversation.

"The AI interviewer lowers the threshold for the users to engage. Because with a scheduled call, you can imagine they wouldn't always say yes – not everybody has the time, and if they're already canceling, they don't have a reason to take another call. The AI interviewer made it easier for users to engage. Users really preferred that to human conversations in many, many cases. With Persona, there was this six minute interview from a customer who we probably never would have been able to draw to an interview."

— Ksenia, Growth & Monetization, Miro

Insights That Shape the Roadmap

A six-minute interview with probing follow-up questions yielded far richer insight than a short survey would have: customers went deep and were more honest, and the follow-ups got to the heart of what caused churn and where Miro's team needed to focus next.

"We loved the insights – everybody on our team at Miro was impressed, and the results are informing our Q3 and Q4 roadmaps. Users were opening up so much and describing their whole workflow in detail."

— Ksenia, Growth & Monetization, Miro

Always-On Insights

The signal from the initial set of post-cancellation interviews was strong enough that Miro's team is now taking the same interviewer further up the funnel into other important product moments, to get a live read on what's working in service of driving up net dollar retention.

"This is a really low effort and really fun way to get insights all the time - without having to plan a study and send emails. We found that running interviews really does work better in the product."

— Ksenia, Growth & Monetization, Miro

Customer sentiment shifts fast, especially as Miro ships its own product changes, and a tool that's always running gives the Miro team an ongoing pulse of how their customers are responding. Because the underlying interviewer doesn't need to be retrained, moving it to a new touchpoint is mostly a matter of swapping in new questions and context, deployable either as an in-product embed or a plain link.

"We've seen the value. Persona is an amazing tool that we want to continue using."

— Ksenia, Growth & Monetization, Miro

Why It Matters

Miro's experience shows the value of building always-on insights infrastructure — something that's possible for the first time now with Persona:

• Lower friction, higher response rates — Customers who would never book a call with a real person will talk to an AI interviewer, on their own time, at their own pace.
• Short interviews yield rich insights — Keeping the interview to about five minutes produced richer answers than a survey or a low-response-rate traditional study would have.
• The value of always-on insights — Not needing to plan and schedule a study means that Miro can get a steady stream of insights and continually learn how to improve the product to increase net dollar retention. The churn data shaped Miro's Q3 and Q4 roadmap.
• Redeploying is easy — The same interviewer, tuned with new context and questions, moves to a new part of the funnel without retraining, in a fraction of a day.