You run customer success at a B2B SaaS firm. Quarterly logo churn went from 3% to 6%. Net revenue retention fell from 112% to 97%. NPS is unchanged at 41. Support ticket volume is flat. Nine of the fourteen churned accounts were signed in the same two-month window eighteen months ago. Pricing was changed nine months ago for new customers only. A competitor launched an aggressive migration offer last quarter.
Diagnose the spike. Say what the cohort concentration tells you, what it does not, and what you would check first.
100 points, 60% to pass.
Nine of fourteen from one signing window is the loudest signal in the data — it points at a cohort with something in common (a channel, a discount, a since-departed sales team, an eighteen-month contract term all expiring together) rather than at a product-wide problem. Unchanged NPS and flat tickets argue against product deterioration. The competitor offer is a plausible trigger but does not explain the cohort concentration on its own.