Eric Ries in his book on Lean Startup aptly summarises the action that needs to be done by companies if they want to build great products. “ To this day, I still read every piece of customer feedback sent to our company and I make an effort to share those insights across the company to ensure we are continuously building the right products and features.” A top most person in any company should always have ears for his customers. You need to listen to them religiously. For every customer who complains, there are 20 other customers who suffer in silence.