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Why do customers contact support more right before they cancel?

Context The problem is that the users who are churning are disproportionately the users who are contacting support and resolving the reported issues is not recovering that commitment.

Symptom Support ticket volume is rising among active users while retention rate is declining suggesting high-contact users represent elevated churn risk.

Cause Users submitting two or more support tickets in thirty days are two to three times more likely to churn regardless of resolution speed because tickets signal friction that predates the contact.

Impact Support efficiency metrics improve while retention declines because resolving tickets does not address the underlying friction that already eroded customer commitment before the ticket was filed.