Products/ services can often be improved if we listen to our customers. Use the service organization to explore customer questions and complaints fully. The benefit of using customer service in this way, is that the details of what the customer wanted, which were meticulously explained to the customer service representative is not lost. This is an excellent use of customer service resources which is often overlooked. After product requirements are gathered, the next hurdle is to decide which ones to fund through the development process.

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