Incorporating customer feedback
But how can you gather customer feedback and implement it as a learning into your product? Most importantly, you need the autonomy to do it. As long as your team still receives requirements to deliver, you are not able to learn from customer feedback and incorporate the feedback into your product. Besides that, you need people with the right skills in the team or you must train your engineers. Product management and user experience design are skills that are not present in most teams but are crucial to learning from customer feedback and interactions.
One way to gather customer feedback is by interviewing your customers or performing guerrilla usability testing (see Chapter 12, Shift Left Testing for Increased Quality). But, you must be very careful when interpreting the results. What people say and how they behave are normally two completely different things.
To really close the feedback loop and learn from customer behavior, you need the following...
