Analytics Lesson 101: look for the complaints that show up twice The problem is, when you ask a customer what they want, they usually guess or give a polite answer like "faster shipping." But internally, we found that majority of the unhappy customers never complain. They just disappear. So we stopped looking for consensus in surveys and started looking for the complaint that shows up twice or thrice Now think about this, if one person complains about a zipper, it might be noise. but if two completely random strangers use the exact same words to complain about a zipper, your product might be broken and hundreds of people feel it but say nothing. *(allbirds had this exact issue a while back when people kept saying "wore out" in reviews. by the time the company reacted, the damage was done).* To actually operationalize this, you need a decision cadence for customer signals, not just a dashboard.…