Encourage all customers to raise any kind of problems they experience, irrespective of the impact and cost incurred by the organization . It can be a minor issue or major issue, get notified though customers so that you can work on a permanent fix for those problems. The defect data obtained from the customers will act as a great source of input to create a useful problem definition statement for new product development. Also encouraging the customers to do this practice will generate trust between customer towards the organization and the customer will get curious about the next release of the product by the company. Also, the company will come to know any issues faced by the customer at the earliest.
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