Hah, yes there’s always a mood for a discussion like this. As for your question: use micro-surveys at key moments: post-purchase (“How thrilled are you?”), post-support (“Did we ease your stress?”), of course it will be an annoyance to some clients, but these aren’t significant. And I will recommend this article about the customer journey . It shares tools like Delighted for real-time sentiment tracking. I mapped peaks (unboxing) and valleys (returns) and redesigned the lows with VIP support. Was quite effective.