This is the role of product manger/owner, isn’t it?

Hi Samar,

Yes in Agile, the Product Owner represents the customer and it’s their job to engage with the customer as well as understand and prioritise their highest needs. Nothing beats actually bringing the customers into work with the development team, however if that’s possible. Customer surveys only go so far — real world customer use and the data that produces helps you make the most informed decisions on what to build next and how to improve the product.

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