Chapter 1. Building and Maintaining the Feedback Loop with Customers

What is the financial value of customer feedback? Spend months or years building a product, most of that time planning for its deployment, release it with fanfare and all the good will you can muster—only to have customer after customer return your good deeds with comments, complaints, and suggestions for the next version. If it weren’t for the customer, life would be a lot easier. Right?

Of course not. Nothing is further from the truth. Customers are the sole purpose for a company’s existence; yet how well do we integrate their requirements and real-life experiences into how we build our products? Maybe your customers are internal. Be that as it may, your ability to manage their ...

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