They’re telling you something your competitors aren’t listening to. Not with their words.
Everyone knows the old adage, “The customer is always right.” This statement, more recently used by only customers (and really, really old marketers) still holds some truth to it to this day, but it’s not what you think.
Customers only ever use this line when something goes wrong. And it’s too late at that point. Exit marketing, enter PR and damage control. If you swap out your traditional marketer’s lens to a behavioural economics lens, all of a sudden your customers don’t shut up. They tell you everything you could need to bolster your marketing function and more.