As a product leader, you need customer intelligence to plan your strategy. But the customer data you collect from sales is biased. The data you get from market analysts is indirect. Even the data you collect yourself from customer interviews can be artificial, as customers are all too willing to be positive and tell you what you want to hear.
But there is one undeniable source of raw unfiltered customer intelligence that is too often overlooked - the Customer Success team. The Customer Success team gets customers when they are at their most passionate, emotional, even angry. Where there's emotion, there's usually a real pain point. It's rare to find that sort of honesty elsewhere.
SaaS software platforms have had enormous success based on a fundamental principle: motivate users to keep coming back. Recurring usage leads to recurring revenue leads to crazy-high valuations.
In fact, most software attempts to motivate users in some way. But whether the goal is to lose weight, learn Spanish, save for retirement, or just get users to "check in" daily - long-term motivation is hard. You have to develop a habit in users that sticks.