68 Million Customers Told You What's Wrong. Your CRM Never Saw It.
destination CRM, Thursday, April 2nd, 2026
Most voice-of-the-customer (VoC) programs are built on owned channels: support tickets, NPS surveys, CSAT scores, post-interaction emails. Valuable, yes. But they represent a sliver of what customers are actually saying.
Every day, millions of users leave detailed, unsolicited feedback in app store reviews-describing exactly what's broken, what's frustrating, and what's eroding their trust.
This feedback is public, it's continuous, and it's specific enough to route to engineering tomorrow morning. Almost no CRM or customer intelligence team is using it.
We analyzed 67.7 million app store reviews across 8,000 iOS and Android apps from 2025-the largest public study of app quality ever conducted. The findings challenge several core assumptions on which CRM teams operate daily.