Customer-centric teams gather feedback constantly from surveys, support tickets, and satisfaction scores. This input is crucial, but also a bit predictable. It typically highlights known pain points, trending frustrations, or areas of friction that already have names, owners, and workflows.
But there’s another kind of feedback: rare, surprising, and often overlooked. The kind that doesn’t just reveal a problem—it challenges assumptions, exposes blind spots, or hints at untapped possibilities.
At modell.ai, we see a strategic opportunity here: uncovering what customers are already telling you, but your systems, and ears, haven’t yet caught.
Safety in numbers. Value in outliers.
Here’s a real, shortened example from a global fintech customer:
“I'm organizing a non-profit event and need to collect €500 from each of 60 participants. I plan to use my personal account but I'm unsure if it might be frozen due to numerous incoming payments. I contacted support but haven't received a clear answer.”
At a glance, it looks like a routine support issue. Like any other, it might get tagged and routed to the appropriate team.
But look closer: this is a product insight in disguise.
The customer saw their personal account as the simplest solution to a legitimate problem. That’s not misuse—it’s an opportunity to delight. Even if the account wasn’t designed for this scenario, this implicit feedback poses a valuable question: Should it be?
Insights like this can unlock entirely new offerings, revenue streams, or customer experiences. Even when they don’t, they help sharpen your understanding of what your product is—and what it isn't. But only if someone is listening the right way.
AI as a strategic listener
For B2C companies already awash in feedback, manually spotting these hidden signals is nearly impossible. The volume is too high. The nuance, too subtle.
AI has typically been used to surface what’s explicit, loud and trending. But stopping there leaves too much on the table. With the right lens, AI can read between the lines, one message at a time, to find what’s novel, unexpected, or quietly transformative.
Instead of asking:
“What are customers complaining about the most?”
Customer Feedback Discovery asks:
“What is this one customer trying to tell us—that no one else has—and that we need to hear?”
It flips the script—reframing feedback not just as a source of operational response, but as fuel for innovation.
Through focused partnerships and consulting, modell.ai is helping engineer the AI that ventures deep into customer feedback—and surfaces the insights no one else is catching.
Curious about other ways to collaborate? Let's talk!