How a B2B firm used driver and root cause analysis to fix the issues that drove churn
A B2B firm was seeing churn rise and customer feedback diverge across products and regions. Teams had lots of opinions, but no shared diagnosis of what was actually driving churn.
The ask: use driver analysis and root cause analytics to quantify which experience factors mattered most—and define a short, high-leverage fix list.
Approach
We combined survey feedback with behavioral and account outcomes, then ran driver modeling to rank the factors associated with churn and retention. We drilled into the top drivers to identify “why” (where in the journey, which segments, which touchpoints) and translated that into concrete interventions.
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Contact UsThe organization moved from debate to action:
Top drivers quantified and prioritized
Root causes identified by segment and journey stage
Fix list aligned across product, success, and support
Measurement defined to track retention lift
Fin.
Root cause analysis works when it ends in a short list of fixes—and owners to execute them.