Users churn at month two without a word | SaaS & Technology

What it costs you today

Your activation looks fine. Month-one engagement is solid. Then month two hits and a cohort just stops. No support ticket, no cancellation note. You look at the analytics and see they used three features and never came back. You do not know what did not click.

How RadRoot is used here

RadRoot sends a five-question adaptive interview at day 45 to customers showing engagement decline, framed as a check-in, not a feedback form. Questions probe what the product was supposed to help with, whether it did, and what got in the way.

The file you would upload

A Stripe Billing - Customer Subscription Events export. One row is one customer subscription record. RadRoot reads the whole row, so every question can name something the person already knows is true.

Customer ID	Account Owner Name	Account Owner Email	Account Owner Title	Subscription Start Date	Plan Name	MRR
cus_2K7M9P	David Ortega	david.ortega@brightfield-retail.example.com	Operations Manager	2025-12-18	Professional	249
cus_2K8N1Q	Priya Sharma	priya.sharma@novasync.example.org	Product Lead	2025-12-22	Team	499
cus_2K9R4T	Marcus Liu	marcus.liu@riverstone-consulting.example.net	Director of Client Services	2025-12-29	Enterprise	1299
cus_2L1V7W	Amanda Torres	amanda.torres@pinnacle-health.example.com	IT Manager	2026-01-03	Professional	249
cus_2L2W8X	Hassan El-Amin	hassan.elamin@convergent-labs.example.org	Research Coordinator	2026-01-07	Team	499

First 5 of 20 rows, first 7 of 13 columns. RadRoot interviewed the customer account owner on each row, and 7 of 20 answered.

One interview, exactly as it ran

Six options every time, including the ones that reflect badly on whoever sent it. Each question was written after the answer above it landed.

Q1You started with Cascade Analytics on February 1st and your team used it through mid-February. What were you hoping it would help you with?

·Build a single dashboard showing donor engagement across all our outreach channels
·Monitor which email campaigns were driving the most repeat donations
·Automate the monthly donor retention reports we were building manually for our board
✓Track donor engagement trends across our email and event channels
·Identify lapsed donors so we could target them with re-engagement campaigns
·Consolidate donation data from our website, events, and mail campaigns into one reporting view

Q2Did Cascade give you the donor insights you were looking for?

·Yes, it gave us exactly what we were hoping for and our team used it every week
·It was helpful, but we needed more segmentation options than Cascade offered out of the box
✓Some of it was useful, but we realized we needed deeper integration with our CRM
·The engagement metrics were good, but we could not tie them back to donation amounts easily
·Not really, the data was there but it did not give us the predictive insights we were hoping for
·No, it pulled in email data fine but completely missed our event attendance tracking

Q3Who on your team was driving the Cascade implementation?

·Our donor engagement coordinator was the main champion and was training the rest of the team
✓I was leading it personally, but I got pulled into our annual fundraiser planning
·Our development director owned it and was checking it daily until she left for another nonprofit
·We had a consultant help us set it up, but once her engagement ended no one really took ownership
·Our marketing manager was running it along with two people from the development team
·No one person owned it, our whole development team was supposed to use it collaboratively

Q4Did your priorities shift when the fundraiser planning started?

✓Yes, the gala is in April and it took over everything for the development team
·Not exactly, but our executive director started asking for different reports and Cascade did not fit that need
·Somewhat, we launched a capital campaign in late February and that required different donor tracking
·Yes, our board asked us to focus on major gifts and Cascade was more useful for smaller donor trends
·A little, we hired a new development director who wanted to evaluate all our tools before committing
·Not really, but we realized Cascade was not going to replace our CRM and it felt redundant

Q5Once the gala wraps up, would a CRM integration plan make Cascade worth revisiting?

✓Yes, if it plugged into our CRM properly we would absolutely use it after the event
·Probably, if the integration was seamless and did not require a lot of manual work
·Maybe, but we would need to see exactly what the integration looked like before committing
·It would help, but we also need to make sure it fits into our post-gala workflow
·Not sure, we would need to evaluate it against the other tools we are considering
·Probably not, we are planning to invest in a more robust CRM solution later this year

The verdict it produced

Written for whoever ran the campaign. The respondent never sees it.

The executive director was leading the Cascade rollout to track donor engagement, but gala planning for an April event consumed the development team in mid-February. She acknowledged the product gave some useful insights but they need tighter CRM integration to make it work long-term. Once the event wraps, a credible integration plan would bring them back. This is a timing and feature gap, not a lost account.

ownership gap negative high confidence

The executive director was personally driving implementation but was pulled away by event planning.

workflow change negative high confidence

Annual gala planning in April consumed the development team's capacity and displaced other initiatives.

re-activation lever positive high confidence

A CRM integration plan would make the tool worth revisiting after the gala concludes.

churn trigger mixed medium confidence

The product provided partial value but lacked the CRM integration depth the team required.

initial intent positive high confidence

The customer wanted to monitor donor engagement across email and event touchpoints.

See this on your own data

Fifteen minutes, screen to screen. We run your real question through RadRoot while you watch, and you leave with the follow-up it wrote and a price.

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