With your product, you make it more systematic, so a customer returning it is drilling down to “watch band is fraying” or whatever. That way the company can take the feedback, and improve.
Or an ebike company wants to create a second version of their flagship bike, but wants to know what existing customers would want improved. So they fire out an email with a $50 coupon for anyone who completes your feedback process. Through that, they are able to find out the handlebars are too narrow, the brake caliper screws strip easily, and the motor is too loud. So they prioritize these upgrades accordingly.
I dunno, to me that seems useful, and an improvement over what they do currently.
That’s as deep as I can go for now, but as general advice don’t be afraid to pivot. Find what works/sells and go all in on it.