McGovern on customer feedback

How reliable is your customer feedback? How do you know you're listening to the right ones? Could your attempts to address the comments you get about your website be doing more harm than good?

Listening to customer feedback is of course usually a positive thing to do. But if what a particular customer wants does not reflect general customer demand then, in most circumstances, you should not respond to that wish.

Gerry McGovern then goes on to explain why.

In a nutshell, your website can't be all things to all people, and you compromise your focus on top tasks at your peril.

How reliable is your customer feedback? - article by Gerry McGovern