Customer Input in Product Development Makes for Great CX

by Mauricio Dulón CX

It’s not just a myth—Elon Musk ensures his product development teams work closely alongside his sales teams. The goal is simple: get immediate customer feedback directly to the teams responsible for developing products. This approach leads to improved products and, ultimately, a better customer experience.

Engaged Customers Create Happier Customers

Your most loyal customers have a wealth of experience with your brand, and with that comes valuable insights and suggestions for improving customer experience, products, or services. Involving customers in the product development process is a powerful way to foster engagement. It also strengthens their loyalty and connection to the brand—after all, loyal customers not only buy more frequently but also spend more.

In this strategy, customers aren't just end-users; they become valuable contributors to the development process. By leveraging the insights and feedback of those who actively use the products or services, businesses can create solutions that better align with the market needs and preferences of their most loyal customers. There are several ways to achieve this, such as having sales and product development teams work together, organizing idea competitions, hosting feedback forums, or assembling customer panels.

Sales Teams Collaborating with Product Development Teams

Who better understands customer needs and opportunities for innovation than those in daily contact with customers—the sales teams? In many organizations, there’s an ongoing struggle between sales and product development. Sales teams often accuse product development of being out of touch with customer needs, while product developers argue that sales overpromises on product features. The best way to resolve this friction is to have both teams work side by side. This collaboration fosters mutual empathy, accelerates responses to evolving customer needs, and results in products that offer an enhanced customer experience.

Idea Competitions: Crowdsourcing Innovation

Idea competitions are a brilliant way to actively engage customers. By inviting them to submit ideas for new products, features, or services, businesses tap into a wellspring of creativity that might not surface internally. This approach not only generates a pool of innovative ideas but also makes customers feel valued and heard, strengthening their emotional connection to the brand.

Feedback Forums: A Direct Line to Customer Opinions

Online feedback forums provide customers with a direct channel to express their opinions, suggestions, and concerns. By analyzing the feedback gathered, companies can identify common pain points, uncover new opportunities, and make informed decisions that resonate with their loyal customer base.

Customer Panels: In-Depth Insights

Customer panels offer a more structured approach, where a select group of customers provides ongoing feedback and insights. These panels are ideal for beta testing new products, discussing market trends, or exploring potential improvements. This continuous dialogue helps businesses stay connected to changing customer preferences and expectations.

Challenges and Considerations

While the benefits are substantial, there are challenges to navigate. Managing and filtering the influx of customer feedback can be overwhelming. There’s also the risk of focusing too narrowly on the input of a vocal minority, rather than addressing the broader market’s needs.

Involving customers directly or through the sales teams in the product development process can significantly enhance customer experience and drive business success.