1. ONE-LINE HOOK Churn jumped 15% last quarter almost entirely among legacy-plan customers who got slower support right when a cheaper competitor showed up. 2. CONTEXT This report investigates the cause of last quarter's 15% churn increase. Leadership asked for a root cause before committing more budget to acquisition, since retention had clearly become the bigger problem. 3. KEY FINDINGS 1. Churn is concentrated almost entirely among customers still on the legacy pricing plan, not the customer base as a whole. 2. Support ticket response time for that same legacy-plan segment doubled over the quarter, likely accelerating their decision to leave. 3. A competitor launched a cheaper tier during the same window, giving frustrated legacy customers an easy alternative. 4. RECOMMENDATION Migrate legacy-plan customers to the new pricing tier with a 90-day grace period so the transition doesn't feel like a bait-and-switch, and temporarily prioritize their support tickets to stop the bleeding while the migration rolls out. 5. WHAT WE NEED FROM YOU We need approval to launch the migration and grace period by end of month; every week of delay puts more legacy customers within reach of the competitor's cheaper offer. 6. RISK OF INACTION If this isn't approved soon, we should expect churn to keep climbing next quarter as more legacy customers hit their renewal date already frustrated with support.