A repeated question is a signal
A support team answers the same question for the fifth time this week. Closing the ticket helps one person. The pattern may point to a confusing screen, missing information, or a step people cannot complete.
Look across the whole experience
Support conversations are one source. Search terms, returns, abandoned checkouts, failed tasks, and customer workarounds can also show where expectations and product behavior diverge.
Turn patterns into small tests
Group similar feedback, check how often it appears, and talk to the people affected. Then test one focused change. A loud request can be useful, but repeated evidence and observed behavior make a stronger case.
Close the loop
Tell customers what changed and check whether the problem eased. The point is not to build every requested feature. It is to understand the job customers are trying to finish.