Summary
Pricing is the throat you are losing customers by: 9 of 15 explicitly named surprise auto-upgrades, paywall-gated features, or bills hitting '$1,200 a month' and '$2k a month' as the final straw. The single sharpest phrase in the data is 'nickel and dimed,' and it echoes across small-team and agency accounts alike. Support is the accelerant, not the cause, but 'Kafkaesque chat purgatory' responses every 12 minutes sealed the decision for at least 4 customers who might otherwise have stayed.
Priority Action
Eliminate surprise auto-upgrades by requiring explicit written confirmation before any mid-cycle tier change, and cap SMB entry-level pricing with a published small-team plan below $500/month to neutralize the '80% of features at under 50% of the price' competitor pitch.
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Recheck nowTop churn drivers
1. Pricing too high and opaque
critical60% of responses · confidence 95%
Fix: The '80% of features at under 50% of the price' line is a live competitor pitch you are losing to right now. Introduce a transparent SMB plan under $500/month with a hard cap on auto-upgrade triggers, and publish a pricing comparison page that names the competitor gap directly. The auto-upgrade surprise, called out by at least 3 customers, needs a mandatory confirmation gate immediately.
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