Asking “was it the price?” too early

We sit in on calls where the operator, nervous and kind, opens with a discount. The leaver, equally kind, accepts the frame. Twenty minutes later the notes say “price.” The extract may even agree: they left after a rise of three ringgit.

When we redesign the conversation, the first questions are about the last week they tried to use the membership. Who did they expect to meet. What time did the class actually start. Did a tutor vanish. Only then do we ask whether money was part of the leaving. Sometimes it was. Often it was the sentence that ended a story that started with a person who did not appear.

If you commission exit conversation design, we will argue about this order in the rehearsal. It is the least glamorous part of churn analytics and the part desks remember.