Best source for customer feedback

How I almost ignored our single best source for customer feedback

It turns out that answering our support calls has been an incredibly productive experience as well as potentially a profit center. When customers call, not only am I in a great position to help them as I understand the product inside and out, but their questions and feedback are essentially a free focus group. We always have a list of improvements we need to make to the product, but sometimes prioritizing can be a crapshoot. Vocal customers tell me quickly which work items need to move to the top of the list. I can only imagine how many customers of ours experience the same frustration as these callers but don’t bother picking up the phone.

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