Customer feedback is the essential unlimited source for development and inspiration for the whole company. As mentioned by Lincoln Murphy, You can focus on adoption, retention, expansion, or advocacy; or you can focus on the customers desired outcome and get all of those things.
In this article, I wont tell you how important it is to act on customer feedback (although if youre interested, check this article on how to collect customer feedback), but rather share with you the real cases how our companies big and small improved their business KPIs, strategies and culture once they understood the voice of the customer.
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