What I Learned From the Customer Who Never Complained

I had a customer who never complained. Used the product daily for two years. Never opened a ticket, never sent feedback, never asked for anything.

Then they cancelled. No warning. No explanation I could see. I emailed them asking why, mostly out of pride, and they told me something I still think about.

They said the product worked fine. That was the problem. It worked fine for the small thing they originally needed, but their needs had grown and the product hadn't grown with them. They didn't complain because there was no single moment of failure. It was just slowly becoming less useful.

I had been watching for complaints. I should have been watching for needs that changed.

What signals are you watching that aren't actually telling you what you need to know?