What should follow is gathering this information with the important details, and then go on to do some further digging on why your customers are making this request (consider the five whys exercise).
From here you should also do some additional research to see if this idea will benefit your remaining customers as well.
This research includes understanding how many other customers have requested something similar, do their reasons for requesting it match, how much value can taking advantage of this opportunity bring, and what is the associated effort.
Here’s what you absolutely do not do when a customer gives you a seemingly great idea: ask your team to work on it right away.
Take the time to do further analysis and discovery before taking action on execution.
Product managers help digest information coming from customers and help their business make the right decisions as to what to build next
Product managers are able to do this by understanding who their customers are, not just with buyer and user personas, but by deeply understanding their needs, pains, and desired gains. This is why the Jobs To Be Done (JTBD) Framework is so valuable, it makes it easier to understand exactly what customers need.
When a company releases an MVP of their product early adopters who face the problem the company is solving will acquire the solution.
In many cases early adopters are patient as they use these solutions and are happy to provide feedback. They enjoy the process.
As the product team improves that product they should continue to utilize customer development to work towards product-market-fit.
According to Marc Andreessen, co-founder of the famous silicon valley VC firm a16z, product/market fit means being in a good market with a product that can satisfy that market.
In a nutshell, your product provides such a great experience for your customers and users that they then tell their networks about it. Which makes your life easier because there is no better advertising than word-of-mouth advertising.
When you continue to return to your customers at specific stages of your product’s development it helps to establish a stronger connection with them.
They will provide important information on the product and you will have a clear direction on what your next steps can be.
And this doesn’t have to be once the product has been fully developed. You can obtain feedback on ideas, wireframes, prototypes, proof of concepts, and even during beta tests.
It goes without saying … actually we should say it, you should also seek feedback post-launch of your product.
If your customers are not pleased with your product, seeking their feedback will also help strengthen your relationship with them because they will still appreciate the fact that you reached out to them to hear them out and are considering their thoughts.
Business growth cannot occur without feedback, as feedback helps you grow and mature your product into something that is helpful and solves a real problem.
Happy customers are a side effect of this.
For more on this topic check out or blog on The Role of Customer Development in Building a Winning MVP.