What is the one question that finally made you realize your churn wasn't a feature problem?

For months, our churn analytics pointed to pricing or missing integrations. It wasn't until we changed how we ran exit interviews focusing entirely on their day to day routine before finding us that we saw real disconnect.

They didn't churn because we lacked depth; they churned because using us required changing how their entire communicated.

For founders doing deep qualitative research on churn: what cues do you look for to spot workflow friction early?