Policy : Customer Feedback Loops

Commitment to Continuous Customer Connection
We believe that the strongest products are shaped hand-in-hand with customers. By embedding continuous feedback loops into product development, we ensure that decisions are guided by real-world needs and behaviours rather than assumptions. Customer feedback provides the insight to refine ideas quickly, adapt direction, and validate value sooner.

What This Means
Feedback is not a one-off activity—it is an ongoing discipline. We expect teams to establish mechanisms for continuous customer input and to act on that input as part of everyday product practice.

Our commitment to customer feedback loops is built on:

  • Early Validation – Engaging customers at the idea stage to confirm we are solving the right problems.
  • Continuous Research – Using interviews, surveys, analytics, and behavioural data to gather ongoing insights.
  • Rapid Feedback Cycles – Shortening the time between customer interaction, learning, and iteration.
  • Multi-Channel Input – Leveraging diverse channels to capture a broad range of perspectives.
  • Closed Loop Learning – Demonstrating to customers how their feedback has influenced decisions, reinforcing trust and engagement.

Why This Matters
Without regular feedback, teams risk drifting away from customer needs, building products that miss the mark. Delayed or absent customer input increases waste and reduces value. Continuous feedback ensures alignment, accelerates learning, and helps build products that customers truly want and trust.

Our Expectation
All product teams must integrate customer feedback loops into their discovery and delivery practices. Teams are expected to actively seek input, analyse patterns, and adjust direction accordingly. Leaders are expected to create space for teams to listen, learn, and adapt without penalty.

To support this policy, frameworks, tools, and practices will be provided to help teams capture and use customer feedback effectively. By embedding feedback loops, we unlock Better Value Sooner Safer Happier, ensuring our products evolve in step with customer needs.

This policy establishes a culture of customer-centricity while empowering teams to learn and adapt continuously.

See Also

This policy is part of a cross-cutting concept. Read the full picture: → [[Feedback Loops]]

Related policies in other domains:

  • [[Create Feedback Loops Everywhere]] — Agile
  • [[Create Fast Feedback Loops]] — Lean
  • [[Shorten the Feedback Loops]] — Leadership