Journey Friction & Drop-off Root Causes

Meridian CX Platform • $22M ARR • Q2 2024

North Star Metric
68%
Journey Completion
Overall Friction Score
42
-8 from Q1
Repeat Contact Rate
14%
+2.1%
Tech Error Rate
6.2%
-1.4%
Escalation-to-Abandon
0.31
-0.09
Post-Fix Recovery
58%
+12%

Drop-off Root Cause Distribution (Revenue-Weighted)

Friction Intensity by Journey Stage & Type

Pricing
Technical
Feature Gap
Support
Handoff
Awareness
12
8
15
6
3
Evaluation
72
34
48
28
19
Trial
24
56
64
38
22
Purchase
42
41
18
31
51
Onboarding
9
32
36
58
67
Adoption
14
46
61
42
27

Friction Velocity (60 Days)

Post-Fix Recovery Rate by Type

Top 10 High-Friction Journey Stages

Stage Friction Score Drop-off % Primary Root Cause Revenue Impact Status
Pricing Page → Trial 87 38% Pricing Objection $2.4M Fixed
Trial Feature Access 76 29% Feature Gap $1.8M Active
Onboarding → First Value 73 31% Handoff Failure $1.6M In Progress
Integration Setup 68 24% Technical Error $1.4M Active
Support Escalation Queue 64 27% Support Delay $1.2M In Progress
Contract Review 61 22% Handoff Failure $980K Active
Advanced Feature Discovery 58 19% Feature Gap $840K Fixed
Payment Processing 54 16% Technical Error $720K Fixed
Team Invite & Provisioning 52 18% Handoff Failure $680K In Progress
Renewal Notification 49 14% Pricing Objection $620K Active

Friction Score vs. Churn Predictor