Why is there a need for a feedback loop?

• The product going live (doesn’t have to be a full launch), with real customers, is definitely not the end, and can actually be viewed as just the beginning
• This means there is a need to verify that the product indeed brought the expected outcome, meaning, really solved the users’ problems

How to perform the feedback loop?

• First of all, there is a need to gather feedback (for example via Product feedback tools) which includes:
  • Qualitative feedback
  • Quantitative feedback
• It is important to understand actual customer behavior, not just their opinions
• With this information it is possible to understand how to move forward:
  • Pivot, in order to understand if the same product can help somewhere else (e.g., different customers, different use cases)
  • Expand the usage of the product (e.g., more customers, more geographies, more use cases, more marketing, more sales, more features)
  • Optimize in order to improve the product, in case the product did not move the needle as expected, and a certain problem can be identified
  • Terminate the product, if the expected impact from all other methods is not worth the effort
• In some cases, especially when there is some positive feedback, but the path forward is not clear, it is recommended to perform additional Research