Your most unhappy customers are your greatest source of learning.
Listening to your happy users just inflates your ego, lets you rest on your laurels and worst of all ignore those that need you the most.
Particular point here is to cosy up with your support teams because they have motivated users calling for support. The people who are the most engaged, most people just do one. But these guys need/want you so bad they’ll go through that awful experience of calling a center for help. Use that insight