In this session, we’ll explore how organisations can leverage rich qualitative feedback - such as open-ended survey responses, customer interviews, and support interactions - to uncover the “why” behind customer behaviours and drive net retention. By combining sentiment analysis, thematic coding, and real customer narratives with quantitative metrics, teams can move beyond surface-level satisfaction scores to identify root causes of churn and expansion. Attendees will learn practical strategies for integrating qualitative insights into retention playbooks, prioritising improvements, and building a culture that continuously listens, learns, and acts on customer voice.