{
  "version": "1.3.0",
  "releasedAt": "2026-05-20",
  "kpi": {
    "rogueId": "product.quality_churn_pct",
    "slug": "quality_churn_pct",
    "domain": "product",
    "defaultLabel": "Churn from Quality Issues",
    "description": "Percentage of customer churn (logo or ARR, define explicitly) where the primary stated reason is product or quality problems — bugs, performance, missing core functionality, reliability incidents. Distinguishes product-driven churn from pricing-driven, competitor-driven, or use-case-fit-driven churn. Common pitfall: relying on free-text exit-survey reasons. Customers commonly cite \"price\" when the underlying issue was reliability or missing features — boards should require both the customer-stated reason and the CSM/Account-Manager-assigned root cause, and watch the gap. The Pendo \"Product-Led Growth Benchmark\" and similar product-analytics publishers cover product-driven churn qualitatively, not as published numeric ranges.",
    "fieldType": "percentage",
    "unit": "%",
    "maturity": "general",
    "suggestedForStages": [
      "seriesA",
      "seriesB",
      "seriesC",
      "public"
    ],
    "defaultOwningFunctions": [
      "R&D",
      "Product"
    ],
    "stageRelevance": {
      "seriesA": "core",
      "seriesB": "core",
      "seriesC": "core",
      "public": "core"
    },
    "definitionSource": {
      "tier": "editorial",
      "sourceName": "imboard Editorial",
      "sourceUrl": null,
      "sectionRef": null,
      "publicationDate": "2026-04-01",
      "attributionNotice": null
    },
    "benchmark": {
      "p25": 5,
      "median": 10,
      "p75": 20,
      "unit": "%",
      "sourceName": "imboard Editorial",
      "sourceYear": "2026",
      "higherIsBetter": false
    },
    "formula": "quality_churn_pct = (churn_attributable_to_quality / total_churn) × 100. Be explicit about whether the numerator and denominator are logo-churn or ARR-churn; the two can diverge sharply if quality issues hit small-customer vs strategic-account differently. Define \"attributable to quality\" explicitly (CSM root-cause assignment is more reliable than customer-stated exit reason).",
    "whyItMatters": "Isolates the share of revenue loss the R&D organization can directly act on. High and rising quality-churn is the loudest signal that engineering investment should shift from new-feature to platform-hardening. Low quality-churn alongside high overall churn signals the problem is GTM or product-market-fit, not engineering.",
    "interpretationGuidance": "Industry folk-wisdom, not citation-grade: at healthy growth-stage SaaS, quality-driven churn is typically a minority of total churn (under one-third). Quality-churn rising past 40% of total churn is a strong \"harden the platform\" signal — the board should expect a `defensive_roadmap_pct` increase in response. Cross-reference with `scalability_headroom`: a thin headroom paired with rising quality-churn usually means the company is hitting a reliability cliff.",
    "relatedKpiIds": [
      "product.feature_adoption",
      "product.defensive_roadmap_pct",
      "product.scalability_headroom",
      "customers.logo_churn_rate",
      "customers.gross_revenue_retention"
    ],
    "metricBasis": {
      "timeBasis": "period_flow",
      "production": "computed"
    }
  }
}