This standard ensures customer feedback is continuously captured, analysed, and acted on—closing the loop between delivery and real-world outcomes. It helps teams stay responsive, reduce waste, and build what truly matters.
Aligned to our "Fast Feedback Loops" and "Customer-First Thinking" policies, this standard turns insights into action and strengthens user-centric design. Without it, teams risk drifting from user needs, repeating mistakes, and missing opportunities for improvement.
| Category | Description |
|---|---|
| People & Culture | Feedback is anecdotal and varies by individual. Teams act on instinct or vocal users. |
| Process & Governance | No consistent process to capture or share feedback. Insights are reactive and informal. |
| Technology & Tools | No tools are used to track or store customer insights. Information is lost or siloed. |
| Measurement & Metrics | Feedback volume and usage are not measured. |
| Practices | Feedback sometimes leads to action, but no audit trail exists. |
| Category | Description |
|---|---|
| People & Culture | Teams are encouraged to capture and log user insights. Some ownership of feedback channels exists. |
| Process & Governance | Basic mechanisms exist to collect and log feedback (e.g., surveys, support tickets). |
| Technology & Tools | Tools like feedback portals or ticketing systems are in use. However, feedback is not integrated into planning. |
| Measurement & Metrics | Feedback count or response time may be measured inconsistently. |
| Practices | Feedback is reviewed periodically, but not always acted on. |
| Category | Description |
|---|---|
| People & Culture | Teams use feedback to prioritise work. Feedback ownership is clear and embedded in routines. |
| Process & Governance | Feedback is systematically collected, reviewed, and linked to delivery decisions. |
| Technology & Tools | Feedback is centralised and visible (e.g., in backlogs or roadmaps). |
| Measurement & Metrics | Feedback volume, resolution rate, and alignment to roadmap are tracked. |
| Practices | Feedback is discussed in retrospectives, planning, and roadmap reviews. |
| Category | Description |
|---|---|
| People & Culture | Teams seek feedback proactively to inform next steps. Resolution is celebrated and shared. |
| Process & Governance | Feedback loops are measured for timeliness, resolution, and impact. SLA-type measures may be in place. |
| Technology & Tools | Integration of feedback into work systems (e.g., Jira, Aha!, Productboard). |
| Measurement & Metrics | Feedback-to-delivery cycle time is tracked. Trends are used to inform prioritisation. |
| Practices | Regular reporting connects customer input to business outcomes. |
| Category | Description |
|---|---|
| People & Culture | Feedback fuels continuous improvement. Teams see feedback as strategic input, not just complaints. |
| Process & Governance | Feedback is continuous, contextual, and informs roadmap and product design in real time. |
| Technology & Tools | Feedback data is enriched with telemetry, NPS, and usage patterns. |
| Measurement & Metrics | Feedback loops are optimised to improve speed, satisfaction, and retention. |
| Practices | Teams A/B test, experiment, and validate assumptions directly with users. |