We get feedback every day from our customers.
They don’t open the email we sent them.
They don’t buy a second time even though we asked.
They do open the email but don’t click on the links.
They open the email and click on a link.
It isn’t feedback but the behavior tells us a lot and may tell us more that feedback.
What do we do with what we know? How does it change our approach?
Feedback isn’t the only (nor necessarily the best) source of customer insights. Examine behaviors.