Involving customers directly in product development seems counterintuitive for many companies. The typical approach is to secretly work on new features and only reveal them when ready for launch. However, being transparent and turning customers into collaborators early in the process has significant advantages. Customers know their problems better than anyone and can provide validation that you’re solving the right issues. Their feedback gives ongoing direction to build what they truly need. Engaged customers also become promoters who want to see you succeed.
In this post, we’ll explore how developing in the open and actively soliciting customer input turns them into invaluable collaborators. You’ll see how to overcome common objections and reap the benefits of transparent development. The end result is products that align perfectly with your customers’ needs.
The Value of Turning Customers into Collaborators
Customers have a deep understanding of their own needs. They experience the problems your product aims to solve every day. Involving them directly in the development process gives unique insights you can’t get anywhere else. It ensures the time and resources you invest are targeted at delivering real value, not just what you assume they want. Early and frequent customer feedback provides validation that you’re focused on the right problems. It prevents wasted effort from building features that don’t get used. Prototypes and wireframes can elicit feedback long before substantial engineering work goes in a misguided direction. Ongoing collaboration creates a feedback loop where customers guide the product roadmap. You’ll learn quickly if the proposed solution resonates. Customer input also makes the launch smoother because you’ve incorporated their perspective all along. Their early involvement makes them invested in the product and its success. These engaged power users become promoters who actively refer others. Transparent development turns customers into collaborators who want you to build a product that meets their needs.
Barriers to Customer Collaboration
While collaborative development has clear advantages, many companies are wary of increased transparency. Some product teams operate in secret until an internal launch. These teams may have concerns around soliciting early customer feedback, including:
- Customers are only used to seeing polished finished products, not works in progress. Early prototypes and wireframes set expectations before features are ready.
- Companies worry about managing expectations if they discuss products publicly too early. Speculation and brainstorming are now visible.
- Legal and security concerns around confidentiality of early product ideas and features before patents or IP protection.
- A vocal minority of customers may make unreasonable demands if given early input. It requires processes to gather balanced constructive feedback.
These concerns prevent many companies from being more transparent with customers during development. However, the benefits often outweigh the risks with careful planning and open communication about the collaborative process.
Ways to Make Development More Transparent
While complete transparency isn’t advisable for every company, there are many ways to judiciously open up your development process to customers:
- Share mockups and prototypes early to get feedback and validate concepts. Set expectations these are works in progress.
- Be open about your product roadmap and gather input on priorities. Customers help focus on where to invest.
- Create private communities of friendly customers to test ideas and provide detailed feedback.
- Use tools like IdeaScale to crowd-source suggestions and let customers vote on what matters.
- Develop in public with repositories like GitHub so customers can track progress.
- Publish a product blog explaining new features and how customer input shapes decisions.
Increased transparency doesn’t mean all chaotic public discussion. Strategic, targeted efforts elicit constructive feedback that improves development priorities and outcomes.
Best Practices for Customer Collaboration
Inviting customers into the development process requires planning to gather useful feedback. Some best practices include:
- Set expectations upfront that early previews are works in progress and subject to change based on their feedback.
- Gather feedback systematically through surveys, feature voting, forums, etc. rather than letting individual loud voices dominate.
- Coach customers to provide specific, constructive suggestions focused on their needs versus general complaints.
- Close the feedback loop by reporting to customers how their input impacted product decisions and direction.
- Reward engaged customers who provide thoughtful feedback with early access, pricing discounts, or other benefits.
- Assign community managers to engage deeply with customers, gather insights, and share them across the organization.
- Track engagement over time and watch for participation to drop off as an indicator of losing relevance.
The ultimate goal is building an ongoing collaborative relationship with customers, not just a one-time feedback request. This leads to products perfectly aligned with their evolving needs.
Conclusion
Early, frequent customer involvement is the key to creating relevant products people want to use. Collaboration during development harnesses your users’ insights so you can build the right solutions to their problems. Transparency shows customers you care about solving their real issues, not just pushing products out. Done right, you benefit from engaged power users who actively promote your solution.
Concerns around confidentiality, expectations, and noise must be managed carefully. But the end result of turning customers into collaborators is certainly worth it. You reduce wasted effort on the wrong features and validate product direction early when changes are cheaper. If you provide transparency into the development process and invite your customers on the journey with you, they will reward you with insights that build incredible products.