People can explain away numbers, but anecdotes tell the emotional story. I think that it’s a good idea to have cross-functional teams sit in on interviews to hear feedback first-hand and include their questions to ensure customers dig into areas that matter to your team. Whenever possible, have some of the executive team join in as it can be jaw-dropping for someone in the C-suite to hear from a customer that the program they relentlessly pushed for creates a negative experience.
“The more you rehearse, the less rehearsed you sound.”