Invite your customer (through a tool like Pinterest or in person in a small group) to build a collage of images that represent your customer experience. Ask them to explain the significance of the images they chose.
Invite a group of Detractors to do this in-person. This could reveal some of the raw emotions around certain parts of the customer experience and make them more tangible for your team.
This exercise can help your customers capture the emotions behind the surface experience. Images are a powerful way to bring complex or nuanced issues and feelings to light.