To really create an amazing experience, you need to understand empathy.
Understanding empathy is crucial to building a solution that your customers will desire and want to use.
The best way to understand your customers needs, desires, fears and opinions is to directly speak with them. Even better, spend a day walking in their shoes, understanding what motivates them and their pain-points.
Relying on verbatim feedback and commentary from Net Promoter Score (NPS) surveys is simply not enough.
Calling or meeting your customers to understand why they do the things they do will help you to create a solution that the customer actually needs or wants.