How do you uncover non-obvious workflow blockers that users never mention in feedback surveys?

When users churn, their exit feedback usually says "missing X feature" or "too busy." But when we actually watch recorded sessions or hop on live shadowing calls, we see the real issue: 5 extra clicks here, a confusing CSV import step there or a missed notification.

They don't complain about these micro-frictions; they just quietly give up.

What research methods or tools have helped you identify hidden workflow friction that users themselves don't consciously articulate?