Gillian is a vice president at a company that provides customer support services to many technology and e-commerce companies. Her operation is extremely large, with hundreds of customer service representatives on dozens of teams each dedicated to supporting a specific client's customers. Support is provided in many ways, including phone, email, chat, and online message boards. Gillian has access to operational reports that provide her with interesting managerial information, such as the number of contacts each team handles, the speed with which contacts are generally handled, and the number of outstanding contacts waiting to be handled. What she feels she's missing is an understanding of what customers are feeling, why they are contacting customer support, and what type of help they are seeking.