For our company we always are looking for the things in our programm what our clients are calling about. If they call about is how stuff works, we did not make it well.
So, if we know what the people are calling/ chatting/ emailing us about, then we know what function we should make better.
So that is why I am asking for a chat overview (sort of FAQ), what are the most questions and then clustered in the chat of our clients.