Exit surveys lie: Why the reason people say they are leaving is rarely why they actually churned.

If you look at our automated cancellation surveys, 80% of users leave because of "pricing" or "missing features." But when we actually got on calls with churned users the real story came out: the app was too complex to set up or they simply lost momentum during week two.

How do you dig past polite exit-survey excuses to find the brutal operational truth behind your churn?