Your own Pricing decisions are causing your volatile demand.

Price changes are risky as they have significant consequences for Sales and the rest of the business.  

While most sales and marketing folk intrinsically know this, the decision making process is typically made on intuition and sometimes argument.    The impact of price changes are still typically underestimated and the decision makers often accredit the unintened consequences to the "market".

However the data shows that it is your price decisions that are driving the unintended consequences and hence surprises.  This makes forecasting way more difficult than it should be.

Fix this by testing price plans with the Simulation Engine and see the future impact across yours and your customer's, total business before you make the changes.