How do you scale your customer feedback loop?

There are three broad categories of customer feedback: improvements to existing products, strategic customer problem areas when you zoom out for long-term planning and active customer engagement on existing roadmap. 

Improvements to existing products: 

• This is usually the most robust feedback loop where both product teams as well as cross-functional partners in sales, support, customer service all have customer insights on how current products and features can be improved. This is something to continue to nurture.

Strategic customer and market feedback: 

• This is an area of investment to specifically focus. This typically happens in alignment with the company 's strategic planning process. This is an important area to continue to confirm strategic bets and long-term planning. 

Active engagement on roadmap: 

• An area to focus to ensure that there is continuous engagement with your customers throughout your product development cycle. Active investment here will be very beneficial to architect product launches are consistently set up to drive successful adoption.