Customer feedback is crucial for organizations to improve their products and services. Despite its importance, 42% of companies don't survey their customers or collect feedback. Customer feedback can be collected through various channels such as email, social media, and messenger tools like Intercom. The type of customer giving the feedback matters, as loyal customers' opinions are often more valuable. Unprompted feedback is also important, as it reveals issues that might not have been noticed otherwise. The stakes matter when reviewing customer feedback, as high-stakes feedback requires immediate action to address security or privacy concerns. To collect and analyze customer feedback effectively, organizations can use tools like Intercom, chat, short surveys, and social media. Analyzing customer feedback involves coding the data, calculating the popularity of each code, summarizing and sharing the results, and using the insights to inform product roadmaps. A case study on Albacross, a lead generation software company, demonstrates how leveraging customer feedback can help grow a brand by personalizing responses based on NPS scores and encouraging customers to leave reviews. By following these guidelines, organizations can turn customer feedback into actionable insights that improve their products and services.