Most SaaS companies claim to be customer-centric. Yet, when we surveyed over 150 B2B SaaS businesses, only 11% said they deeply understand their customers. At the same time, 41% admitted to consistently missing valuable insights.
What's happening isn't a lack of effort, it's a broken system.
SaaS companies aren't ignoring their customers. The issue is that feedback remains fragmented. Customer Success has one version of the story. Sales has another. Product hears bits and pieces. But there's rarely a shared, company-wide understanding of what customers actually need.
In fact, in nearly a quarter of companies, no one even owns customer feedback at all.
And for those who do, it's often locked inside scattered docs, Slack threads, and forgotten survey results—making it nearly impossible for sales teams or customer success managers to act on it.
In today's market, where switching costs have plummeted and capital is tight, guessing what customers want isn't enough. B2B sales teams need AI with customer context that connects the dots across feedback channels and provides account intelligence in real time.
Our research shows that companies with advanced feedback systems don't just feel more informed, they outperform. They achieve 3.8% higher Net Revenue Retention, are 6.5x more likely to beat competitors, and report higher upsell success rates.
The companies winning today don't just collect feedback, they operationalize it. Many are turning to AI customer success platforms and revenue intelligence tools that automate the collection, analysis, and distribution of feedback across functions.
The result? Fewer blind spots, faster product-market fit, and customers who stay longer, expand faster, and reduce churn.
AI-driven churn prediction and upsell identification are no longer optional—they're becoming core to how enterprise GTM teams scale.
The question isn't if you're collecting feedback, it's whether you're using it with the right intelligence.
