Measuring the voice of the silent majority starts with understanding the difference between collecting feedback and measuring the customer experience. Feedback is opt-in, and inherently reactive, because businesses focus on addressing the issues raised by the “squeaky wheels.” Measurement is random and representative, which allows businesses to prioritize changes based on everyone’s experience: lovers, haters, and those who fall somewhere in between.
https://hbr.org/2013/04/are-you-listening-to-your-most/
There are several ways to use customer feedback to fight attrition rate, which is the percentage of customers who stop using a product or service and are no longer loyal to your business.
https://www.entrepreneur.com/article/271754/
