"If you don't know where you're going, any road will take you there." - Lewis Carroll
Product feedback can come in many ways. Chapter 7, Track, Measure, and Review Customer Feedback, outlined some of the internal and external channels used to gather feedback. The problem is that when there is a lot of input from all these channels, we can get overwhelmed. There can be distraction from having too many voices in our ears. We don't know which voice to respond to because we often don't know where we're headed. Many times, businesses respond by listening to the loudest voice they can hear.
After all, the squeaky wheel gets the grease! A complaint on social media, or a suggestion from a close friend or a respected advisor, can suddenly become our focus of interest. It is indeed important that we respond to an influential consumer, whose opinion can cause damage to our brand. However, not every instance requires that we change our product because one user (however influential...