Listen for the Switching Story, Not the Feature Complaint
Reframe churn interviews around the job that broke rather than the feature someone mentions first.
A churn reason is not the same thing as the job that broke. Start with progress JTBD asks what the customer was trying to make true in their world. That progress can be functional, emotional, or social. Identify the forces around the switch Customers are pulled by a better alternative, pushed by a frustration, anchored by habit, and worried about risk. Good churn diagnosis surfaces all four forces, not only the loudest complaint. Diagnose the real gap If the job was forecast confidence and the complaint was “clunky reporting,” your fix may be faster proof, a new implementation pattern, or…
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