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There's a version of Voice of Customer programs that nobody talks about because it's too embarrassing to admit: the one where a well-intentioned team sends a survey, downloads the results into a spreadsheet, color-codes it by sentiment, and then... the spreadsheet lives on a shared drive. Occasionally someone opens it before a quarterly business review. It gets referenced once in a slide deck. Then the next survey goes out and the cycle repeats. This is not a research problem

Most lifecycle marketing programs are built like a relay race where nobody told the runners they were on the same team. Acquisition hands off to onboarding. Onboarding hands off to activation. Activation hands off to customer success. CS hands off to expansion. Renewal gets owned by someone who's never spoken to the customer at all. And somewhere in the middle of all of this is the customer, who has been having a continuous, lived experience with your product and your brand.