You are looking at customer retention for a B2B SaaS communications product. The 90 day logo retention rate for accounts that started in April fell to 78%, down from 84% for the March cohort and 85% for the February cohort. A new onboarding flow in Aircall Workspace was rolled out to all new accounts on April 3, and sales also flagged that April usually brings more small seasonal businesses into the funnel. Leadership wants to know whether the drop is normal seasonality or a true product issue.
How would you investigate whether a drop in retention is seasonal or caused by a product change?