You may be right. Due to improper freezing method, cells fail to revive on thawing. Cells should be frozen gradually at -1 degree C/min using Mr.Frosty freezing container. Also, quick thawing method has to be followed for thawing cells.
Besides the above, you may consider looking at other factors that may be causing stress to the cells such as,
1. Temperature fluctuation in the incubator.
2. Inappropriate environmental gas mixture.
3. Inappropriate surface for the growth of cells.
4. Check for contamination.
5. Insufficient nutrients provided in the media. Use the appropriate culture media for the cell lines. If need be, try changing the FBS because the quality of FBS is important in maintaining good culture.