feature prioritization

I want to prioritize a list of features that our customer facing application does not currently have. I've first taken a look at our CSR call data to discover what services our customers call-in most to complete because they cannot self-service over the phone. I have also taken a look at what features our competitors currently have that we do not.

At this point, I'm not sure what to do, because most of the CSR call data shows that most calls point to issues that could be solved by improving current features, rather than introducing new ones.

At any rate, can someone help me with the next step of the research process? I do have the opportunity to interview customers in the future.

I'd like to present a customer priority list based on data that considers the impact on the user.

Does this make sense?