Voice of customer

Most feedback programs collect diligently and change nothing. The collection is the easy half; the loop is the whole value.

Sources, weighted honestly

• Support contacts — the highest-volume and least prompted source, and the most under-used. People contacting you have a real problem nobody asked them about. But the sample is strongly self-selected: it excludes everyone who silently churned, worked around the problem, or would never contact you. Treat it as operational evidence to be normalized per active account and triangulated against churn and behavioral data — never as representative of the customer base.
• Churn and loss reasons — the most valuable and most under-sampled. People leaving have no reason to be polite.
• Interviews — depth, small n, best for understanding why something in the data is happening.
• Surveys — breadth, and only meaningful once you know what to ask.
• Public reviews and forums — biased toward extremes, useful for what people say when you are not in the room.