“Customer service is where actual, individual human needs and expectations crash headfirst into reality.”
Erika Hall
My favourite shortcut to “first-hand” insights from customers is talking to customer-support frontline workers. If you’re looking for great research insights, and don’t have budget for talking to your customers directly, try talking to your customer support teams who directly deals with customer issues. If a customer needed to reach out to your support team it’s a great indicator of an opportunity that exists in your product.
📚 Source: Just Enough Research by Erika Hall