How do you dig past price complaints to find the real cause of churn?

We were getting ready to lower our monthly plans because too expensive was our top churn reason on paper. But once we jumped on calls with churned users, we realized they were paying double for alternative tools that saved them time every single day.

Our app wasn't too costly we just failed to make it an essential part of their workflow.

If you’ve dealt with this what specific questions do you ask during churn interviews to uncover true value issues?