This is really true in my case. Last year I called up 100 of our highest GMV customers at Shopify – these were busy merchants who almost certainly had better th

This is really true in my case. Last year I called up 100 of our highest GMV customers at Shopify – these were busy merchants who almost certainly had better things to do than talk to me about how they felt about Shopify. Out of those 100 customers, 81 picked up the phone, and of the 81 that did, exactly 3 didn't want to talk to me. The rest graciously provided amazing, actionable feedback.