If you haven't done this already, the first quick win for you is to set up Incoming Feedback on your website (it’s free) to start collecting customer feedback right now.
Once you have it up and running, follow the process I detailed above:
→ have someone from the team volunteer to run an investigation (remember to start from the ‘hate’ feedback and work your way up to the ‘love’)
→ make sure the investigator adds their findings to a Trello board (or a spreadsheet, slide deck, or whatever you prefer to use)
→ set up a team-wide meeting
→ discuss your findings and agree what items to action
→ repeat on a regular basis.
When you get the hang of it, pair Incoming Feedback with an NPS survey so you can deepen the investigation by matching the results together.