Here’s the gist: Customer feedback loops help you gather, analyze, and act on feedback to improve your product, reduce churn, and boost retention. SaaS companies that listen to their customers grow 41% faster and can increase profits by 25% with just a 5% improvement in retention.
Key Steps to Build Feedback Loops:
Collect Feedback: Use in-app surveys, NPS scores, interviews, support tickets, and social media to gather customer insights.
Analyze Feedback: Group feedback into categories (like bugs or feature requests), spot trends, and prioritize using frameworks like ICE (Impact, Confidence, Effort).
Act on Feedback: Assign tasks to the right teams, fix quick issues, and address root causes for long-term improvements.
Close the Loop: Let customers know how their feedback shaped changes - this builds trust and encourages more feedback.
Why It Matters:
73% of customers will switch to a competitor after poor experiences.
Listening to feedback reduces churn and strengthens customer loyalty.
Happy customers bring referrals and higher lifetime value.
Want to dive deeper? Keep reading to learn actionable strategies, tools, and metrics to make feedback work for you.
CS BootCamp - Designing an Effective Product Feedback Loop to Drive Innovation for Customers
Step 1: Collect Customer Feedback
Gathering customer feedback is the cornerstone of building a strong feedback loop. Without a structured approach, you risk overlooking valuable insights that could shape your product and strengthen customer relationships. Let’s dive into the best ways to collect this feedback and the tools that can make the process seamless.
Methods for Gathering Feedback
In-App Surveys and Forms
In-app surveys are a great way to collect feedback while customers are actively using your product. These surveys pop up during key moments, like after onboarding, trying a new feature, or hitting a usage milestone. By targeting specific actions, you can capture feedback that’s both timely and relevant.
Customer Interviews and One-on-One Conversations
Surveys are perfect for data, but interviews dig deeper. A one-on-one conversation can uncover the "why" behind customer behaviors and expose pain points that surveys might miss. Whether you're talking to new users, loyal customers, or those on the verge of leaving, these conversations can offer insights that drive meaningful changes.
Net Promoter Score (NPS) and Customer Satisfaction Surveys
NPS surveys measure how likely customers are to recommend your product, giving you a sense of loyalty and advocacy. On the other hand, Customer Satisfaction (CSAT) surveys focus on immediate experiences, like how users feel about a specific feature or interaction. Customer Effort Score (CES) surveys, which measure how easy it is for users to achieve their goals, are particularly useful for predicting loyalty. Research from Gartner shows CES is often more effective than NPS at forecasting customer retention in service contexts.
Support Ticket Analysis
Your customer support channels - whether through tickets, live chat, or help desk queries - are goldmines of feedback. These interactions often reveal recurring problems or areas where your product could improve, offering insights that might not surface through more formal feedback methods.
Feature Request Tracking and Online Reviews
Feature requests give you a direct line to what users want most. Whether these come through your website, product, or customer success team, tracking them helps you prioritize development. Additionally, monitoring online reviews is essential since over 90% of B2B buyers rely on reviews when making purchasing decisions.
Social Media Listening
Social media is an honest, unfiltered source of customer sentiment. By keeping tabs on mentions of your brand, product, or industry-related keywords, you can gain a better understanding of how customers perceive your solution and what they’re saying in their own words.
Once you’ve chosen your methods, the next step is to use tools that simplify the process of collecting and organizing feedback.
Tools to Streamline Feedback Collection
Handling feedback from multiple sources can quickly become chaotic. The solution? Centralize everything into a single system that makes it easier to analyze and act on the insights you gather.
Comprehensive Feedback Platforms
Look for tools that can handle feedback from multiple channels in one place. Platforms like Userlens combine product analytics with feedback collection features like in-app surveys, NPS tracking, and support ticket integration. This lets you not only gather feedback but also see how it aligns with user behavior and feature adoption, giving you a complete picture.
Automation and Timing
Automating surveys at key moments - like after onboarding or a free trial - ensures you’re gathering feedback when it’s most relevant. This saves time and captures insights when they’re fresh in the customer’s mind.
Multi-Channel Distribution
Don’t stick to just one survey method. Use email, SMS, website pop-ups, or even QR codes to reach customers where they’re most comfortable. A mix of channels can improve response rates and provide a wider range of perspectives.
Response Motivation and Follow-Up
Encourage participation by explaining how their feedback will lead to product improvements. After collecting feedback, follow up to thank respondents and share how their input has influenced decisions. This transparency not only boosts engagement but also strengthens trust. Keep in mind that 80% of customers are likely to leave after a single bad experience, so acting on feedback early is critical.
Step 2: Analyze and Prioritize Feedback
Once feedback has been collected, the next step is to turn that raw data into actionable priorities. This phase is all about organizing and analyzing the information to uncover patterns and insights that can drive meaningful improvements. By categorizing and prioritizing feedback effectively, you can ensure that your efforts have the greatest impact on both your product and your customers.
Categorize and Identify Patterns
To make sense of feedback, it’s essential to group it into clear, actionable categories. Without organization, even the most valuable insights can get lost in the shuffle.
Group Feedback into Core Categories
Divide feedback into four main categories: Bugs & Issues, Feature Requests, UX & Onboarding, and Support Experience. This structure not only helps you determine which team should address each concern but also ensures that no area of customer input is overlooked.
Spot Recurring Themes Using Thematic Analysis
Instead of fixating on individual complaints, look for patterns in the feedback. For example, if multiple users mention trouble navigating a specific feature, that’s a strong indicator of a broader UX issue. Grouping similar feedback together highlights the areas that need the most attention and helps you focus on changes that will benefit the majority.
Gauge Customer Sentiment
Feedback isn’t just about what customers say - it’s also about how they feel. Sentiment analysis helps you assess the emotional tone behind feedback. A frustrated customer threatening to cancel over a missing feature demands more immediate attention than a similar request from a satisfied user. Understanding these emotions adds context and helps prioritize issues that directly impact customer retention.
Centralize Feedback from All Sources
Customer input comes from a variety of channels - emails, support tickets, social media mentions, in-app surveys, and more. Consolidate all feedback into a single system and tag it appropriately to ensure nothing slips through the cracks. This way, every piece of feedback is accounted for and routed to the right team.
Once feedback is categorized, the next step is to rank it based on its potential impact and alignment with your business goals.
Prioritize Feedback for Impact
Not all feedback is created equal. Prioritizing allows you to focus on the changes that will deliver the most value to your customers and your business.
Use the ICE Framework
The ICE framework - Impact, Confidence, and Effort - offers a systematic way to evaluate feedback. Here’s how it works:
Impact: How many customers will benefit from addressing this feedback?
Confidence: How certain are you that this change will produce the desired outcome?
Effort: How much time and resources are required to implement the change?
Assign each feedback item a score from 1 to 10 for these three factors, then multiply the scores to determine its priority. For instance, a simple feature update that benefits a large number of users and requires minimal effort will rank higher than a complex feature that only appeals to a niche audience.
Align Feedback with Business Goals
Every piece of feedback should be evaluated in the context of your broader objectives. Ask yourself: Does addressing this feedback help reduce churn? Will it improve the onboarding experience? Does it align with your product roadmap? Focus on areas where customer needs intersect with your strategic priorities. For example, fixing broken or underperforming features often takes precedence over introducing new ones, as these issues have a direct impact on customer satisfaction.
Collaborate Across Teams
Effective prioritization requires input from multiple perspectives. Involve people from product, engineering, marketing, and customer success teams to weigh in on feedback. Engineers can provide realistic timelines, while customer success can highlight which issues are causing the most friction for users.
"Prioritization is crucial during the product development process because it's impossible to execute every idea in any given sprint. This makes it important to choose the concepts that will have the most impact on the business and customers." – Atlassian
Compare Feedback to Your Product Roadmap
Regularly review prioritized feedback against your product roadmap. Some suggestions may align perfectly with upcoming features, making it easy to integrate customer insights into existing plans. Others might reveal gaps in your roadmap that need to be addressed.
Prioritization isn’t a one-and-done task. As you gather more feedback and implement changes, revisit your priorities to ensure you’re always focusing on the areas that matter most. The goal isn’t to act on every suggestion - it’s to identify the insights that will lead to the biggest improvements for your customers and your business. By organizing and prioritizing feedback effectively, you set the stage for meaningful enhancements to your product and services.
Step 3: Act on Feedback to Drive Improvements
Once you've prioritized feedback, the next step is to turn those insights into meaningful actions. This requires clear systems to ensure feedback is tracked, assigned, and acted upon efficiently.
Assign Ownership and Set Timelines
To prevent valuable insights from getting lost in the shuffle, assign specific feedback to the right teams and set deadlines to ensure follow-through.
Route Feedback to the Right Teams
Different feedback types need different expertise. For example:
Bug reports and technical issues go to the engineering team.
UX concerns are best handled by the design and product teams.
Feature requests often require collaboration between product management and development.
Customer support feedback should go to the customer success team.
Share urgent feedback immediately through tools like email or Slack, while less pressing items can be shared during routine reviews.
Outline Clear Action Plans
Each prioritized piece of feedback should come with a clear plan: what will be done, who’s responsible, and when it will be completed. This isn’t just about assigning tasks - it’s about creating accountability with specific steps and realistic timelines.
For instance, one company successfully introduced color-coded shared labels within two weeks, improving the user experience almost instantly. On the other hand, a more complex request - like auto-assignment rules for incoming emails - required deeper development work. It was added to the product roadmap with a three-month timeline and assigned to the core development team.
Track Progress and Measure Results
After implementing changes, monitor metrics such as customer satisfaction scores, feature adoption rates, and support ticket volume to assess the impact. This ongoing measurement not only helps refine your approach but also demonstrates the importance of the feedback loop to stakeholders. With responsibilities and timelines in place, you can now focus on balancing immediate fixes with long-term improvements.
Balance Short-Term Fixes and Long-Term Solutions
A good feedback process addresses both urgent needs and broader, systemic issues, showing that you’re not only listening but also acting thoughtfully.
Tackle Quick Wins First
Start with quick wins that are easy to implement but make a noticeable difference. These build customer trust and show responsiveness. For example, updating help documentation, tweaking UI elements, or making small feature adjustments can go a long way. Just ensure these fixes are sustainable and not temporary band-aids.
Focus on Root Causes for Larger Issues
While quick fixes solve immediate concerns, recurring feedback often points to deeper problems. Take time to identify root causes and develop comprehensive solutions that address these systemic challenges. This approach ensures long-term improvements that align with customer needs.
Roll Out Changes Thoughtfully
When deploying updates, do so in a controlled way and make sure your support team is fully briefed on the changes. This minimizes confusion and ensures the updates enhance the customer experience as intended.
"Having worked with over 300 SaaS companies – as well as Enterprise Software vendors migrating to SaaS – I can say without a doubt that Customer Success must be a fully-integrated, tightly-coupled component of a complete SaaS Business Architecture. Why? Simply put: No Customer Success = No Your Success." - Lincoln Murphy
Top-performing companies see feedback implementation as an ongoing process, not a one-time effort. They consistently review customer input and evaluate the success of their solutions, making adjustments to stay adaptable and aligned with customer expectations.
Step 4: Close the Feedback Loop
After analyzing feedback and implementing changes, it’s crucial to let your customers know their input has made a difference. Closing the feedback loop builds trust and encourages ongoing engagement.
Communicate Changes to Customers
Let customers see how their feedback has driven improvements. This not only validates their efforts but also motivates them to share more insights in the future.
Share Updates Proactively
Don’t leave customers guessing. Use email, in-app notifications, blog posts, or even personalized messages to share updates about how their feedback has been addressed. For example, when Mailchimp automated follow-ups for customer service tickets, they saved 48,000 agent replies in one year while ensuring customers felt heard. By combining ticket data with post-resolution surveys, they gained a clear picture of customer needs and acted on it.
Be Specific About What Changed
Skip the vague “thanks for your feedback” messages. Instead, detail exactly what was improved. For instance:
"You spoke, we listened – the latest update fixes the crash issue, improving app stability. Thank you for helping us get better!"
This approach shows customers their feedback led to real, measurable improvements.
Release Notes Matter
Keep your entire customer base informed by providing clear, concise release notes for every update. Many SaaS companies use this as an opportunity to thank customers by name for suggestions that inspired new features or fixes.
Appreciate All Feedback
Even criticism deserves acknowledgment. Customers who voice complaints are giving you a chance to improve - something many unhappy customers won’t do before leaving. A simple “thank you” paired with specific actions can turn a dissatisfied customer into a loyal advocate.
Build Trust Through Transparency
Clear and honest communication fosters trust. When you handle feedback openly, you not only solve immediate issues but also strengthen long-term customer relationships.
Show Empathy and Care
When responding to complaints, empathy goes a long way. Train your team to address issues with professionalism and a human touch. As Lasandra Barksdale, founder of Kompass Customer Solutions, explains:
"Transparency tells your customer: You matter. We respect you. It signals that the brand has nothing to hide, which makes it easier to buy, to stay and to refer. We trust what we understand."
Peter Neels of Zendesk adds:
"Listening goes a long way, and repeating what you heard to clarify that you are on the same page is key. Acknowledge what the customer is saying and listen for key phrases they repeat."
Turn Problems Into Opportunities
Issues, when resolved effectively, can actually increase loyalty. As Lasandra Barksdale points out:
"A well-handled mistake can actually create stronger loyalty than if everything had gone perfectly. Many loyal customers are won over not by the absence of problems, but by how those problems are addressed. It's a moment that reveals a company's true character."
This means every complaint is a chance to strengthen your relationship with the customer.
Track the Impact of Closing the Loop
The benefits of following up are clear. Research shows that 83% of customers feel more loyal to brands that resolve their complaints. Moreover, customers are 21% more likely to respond to future surveys if they’ve seen action on their previous feedback.
Companies that consistently close the loop experience lower churn rates, while those that don’t often see churn increase by at least 2% annually. According to 2022 CustomerGauge Research, businesses that followed up after an NPS survey tripled their number of promoters compared to those that didn’t.
Change the Perception
Over half of customers (53%) believe their feedback doesn’t matter. By consistently closing the loop and demonstrating results, you can shift this perception and build a more engaged, loyal customer base.
Best Practices for Feedback Loops
After collecting, analyzing, and acting on feedback, it's important to follow best practices that keep your feedback loop efficient and customer-focused. A solid feedback loop transforms customer input into meaningful results while strengthening relationships.
Build Cross-Team Collaboration
For feedback loops to work effectively, teams across your organization must collaborate seamlessly. Without this, valuable insights can get stuck in silos, and critical issues might go unnoticed.
Create Shared Feedback Channels
Set up spaces where all teams can access and discuss customer feedback in real time. Tools like Slack channels or shared project boards dedicated to customer feedback can help everyone stay informed and contribute their expertise.
Atlassian provides a great example with their use of Thematic to unify feedback from multiple sources. This system allowed their product teams, customer experience analysts, and support staff to work from the same data, creating a clear view of customer needs and reducing miscommunication.
Establish Accountability Systems
Assign ownership for specific feedback themes to ensure nothing falls through the cracks. Designate teams or leaders to investigate and act on key customer concerns. This kind of accountability leads to faster resolutions and more thorough follow-ups.
Schedule Cross-Functional Reviews
Hold regular meetings where representatives from different departments come together to discuss customer issues and brainstorm solutions. Involving team members at all levels - from support agents to executives - reinforces a customer-first approach.
As Adam Connor and Aaron Irizarry, authors of Discussing Design: Improving Communication and Collaboration Through Critique, put it:
"Feedback is an important part of the design process; it is crucial that we move past the general understanding that many of us have of feedback, and build a shared understanding with our teams of what it means to the design process and how it should be used. When we begin doing this with our teams, we will begin to improve our conversations surrounding designs, which in turn leads to better collaboration."
Once internal collaboration is in place, responding to feedback quickly becomes the next priority.
Respond Quickly to Feedback
Timeliness is key when addressing customer feedback. A slow response can turn small frustrations into big problems, while a quick acknowledgment builds trust.
Offer support across multiple channels - live chat, email, phone, and self-service knowledge bases - so customers can reach you in their preferred way and get timely help. Use AI and automation for routine queries to maintain speed while freeing up human agents for more complex issues.
Implement a system to prioritize feedback based on urgency and impact. For instance, critical issues affecting many customers should be addressed immediately, while feature requests can follow a structured review process.
Make sure your support team has the technical knowledge, problem-solving skills, and communication abilities they need to resolve issues effectively. Well-trained representatives can handle problems quickly and accurately, reducing unnecessary back-and-forth.
Iterate Based on Customer Insights
A feedback loop isn’t a one-and-done process - it requires constant refinement. Organizations that thrive use customer insights to guide ongoing improvements.
Adopt agile development practices to make continuous updates based on feedback. Instead of waiting for major releases, deploy quick fixes to address customer pain points and refine them over time.
Maintain transparency by keeping a public changelog or "What's New" page to show customers how their feedback influences updates. This not only demonstrates your commitment to improvement but also builds trust.
Track metrics and feedback to evaluate the success of changes. Use shared tools to document and analyze customer insights, ensuring your team avoids revisiting the same issues and can identify long-term trends.
Encourage a customer-first mindset throughout your organization. Share internal success stories that highlight the impact of acting on feedback, helping to align everyone around the goal of customer success.
Measure Your Feedback Loop Success
Tracking the effectiveness of your feedback loop is essential for boosting customer satisfaction, retention, and revenue.
Key Metrics to Track
Once you've acted on customer feedback, it's important to measure how those changes impact your business. Focus on metrics that directly connect customer input to measurable outcomes.
Customer Satisfaction and Loyalty Metrics
Metrics like Net Promoter Score (NPS) and Customer Satisfaction (CSAT) give you a clear picture of customer sentiment. NPS reflects overall satisfaction and loyalty, while CSAT focuses on specific interactions. Stefan Chekanov, CEO of Brosix, highlights the importance of retention metrics:
"As a subscription-based business that relies on customer retention for recurring revenue, measuring our churn rate is critical for us."
For context, a healthy churn rate typically falls between 3% and 5% per month.
Revenue and Growth Indicators
Metrics like Monthly Recurring Revenue (MRR) and Annual Recurring Revenue (ARR) show the financial impact of customer feedback. Customer Lifetime Value (CLV) estimates the total revenue a customer generates, while Customer Acquisition Cost (CAC) measures how much it costs to bring in new customers. Returning customers tend to spend 67% more than new ones, and even a 5% boost in customer retention can increase profits by over 25%.
Engagement and Adoption Metrics
Engagement metrics such as feature adoption rates, Daily Active Users (DAU), Weekly Active Users (WAU), and session duration help you gauge whether feedback-driven changes are resonating with your audience. If engagement remains low, it may indicate that the changes aren't meeting customer expectations. Businesses that prioritize customer feedback grow 41% faster than their competitors.
Response and Resolution Metrics
How quickly and effectively you respond to customer feedback is another critical measure. Metrics like time to resolution and response rates show how well you're addressing concerns. Keep in mind that 56% of dissatisfied customers never voice their complaints - they simply leave.
Use Analytics Tools for Measurement
The right analytics tools can help you transform raw data into actionable insights, connecting customer feedback to business performance.
Comprehensive Analytics Platforms
Platforms like Userlens combine product analytics with customer feedback insights. They allow you to track user behavior, feature adoption, and engagement trends while analyzing input from customer interviews, support tickets, and surveys. With features like dashboards and cohort analysis, Userlens helps you see how feedback-driven changes influence customer behavior over time. You can also build detailed user profiles and monitor company-level metrics, making it easier to identify which improvements have the greatest impact on high-value customers.
Tracking Implementation Impact
Use analytics tools to monitor key metrics before and after implementing changes based on feedback. Automated reports can track indicators like feature usage, satisfaction scores, and retention rates. This data will help you pinpoint which types of feedback lead to meaningful improvements. Aleksandra Lemzyakova, Head of Customer Support at Textmagic, underscores the importance of thorough tracking:
"Effective tracking of customer success metrics is crucial for SaaS business growth. It's not merely about observing numbers; it's about understanding the story behind each user interaction and engagement."
Companies that connect customer happiness to measurable outcomes are 29% more likely to succeed in improving customer experience.
Creating Feedback ROI Reports
To measure the return on investment (ROI) of your feedback initiatives, compare the costs of implementing changes with the resulting revenue impact. Metrics like reduced churn and increased lifetime value are key indicators. Businesses that excel in customer experience outperform competitors by a ratio of 5:1, and those that prioritize customer experience see more than double the revenue growth over five years. Use analytics tools to document these results, demonstrating the value of continuous investment in feedback loops. Regular ROI evaluations can help refine your strategy and ensure sustained success.
Conclusion: Create a Customer-Focused Feedback Culture
Creating effective customer feedback loops isn't just about implementing processes - it’s about fostering a culture where customer voices influence every decision. The four steps we’ve discussed - collecting, analyzing, acting on, and closing feedback loops - lay the groundwork for sustainable growth in B2B SaaS companies.
The impact of this approach is hard to ignore. Companies that actively listen to and act on customer feedback grow 41% faster than their competitors. Additionally, increasing customer retention by just 5% can lead to profit boosts of over 25%. These aren’t minor gains - they’re transformative outcomes that can define the difference between success and stagnation.
This highlights the importance of building a unified feedback culture across all teams. When feedback flows seamlessly between departments, it’s easier to act fast and effectively. Product teams can prioritize the right features. Customer success teams can address at-risk accounts. Support teams can tackle recurring issues before they escalate. As SaaS expert Lincoln Murphy emphasizes:
"Having worked with over 300 SaaS companies – as well as Enterprise Software vendors migrating to SaaS – I can say without a doubt that Customer Success must be a fully-integrated, tightly-coupled component of a complete SaaS Business Architecture. Why? Simply put: No Customer Success = No Your Success."
Speed is critical. Responding quickly to feedback often matters more than achieving perfection. Every piece of feedback is a goldmine of opportunity. Bill Gates captured this idea perfectly:
"Your most unhappy customers are your greatest source of learning."
The companies that thrive don’t wait for the next annual survey or quarterly review. They integrate feedback collection into every interaction - whether it’s during onboarding, through support tickets, or via in-app prompts. Acting on feedback not only solves immediate problems but also drives product innovation and long-term growth.
Transparency builds trust, and trust builds loyalty. When 83% of customers feel more loyal to brands that address and resolve their complaints, closing the feedback loop isn’t just a courtesy - it’s a necessity. Acknowledge customer concerns, share your plans to address them, and follow up with tangible results.
A customer-focused feedback culture empowers every team member to contribute to success. When engineers understand how bugs disrupt workflows, when sales teams know which features drive renewals, and when marketing aligns messaging with customer needs, feedback evolves from raw data into a growth engine. By embedding this mindset into your company now, you’ll set the stage for lasting success.
FAQs
How can I organize and prioritize customer feedback to improve product development effectively?
To get a handle on customer feedback and make it actionable, start by grouping feedback from all your sources - think surveys, support tickets, social media, and even one-on-one interviews. Pulling all this data into one place gives you a solid view of what your users actually need.
Once everything is organized, it’s time to prioritize. Match the feedback to your company’s goals and use tools like the Impact vs. Effort matrix to figure out which ideas bring the most value compared to the effort they’ll take to implement. Make it a habit to revisit and update stakeholder priorities so you stay focused on feedback that leads to results.
By following this method, you'll not only simplify how you handle feedback but also keep your product development centered on what matters to your customers. This can boost satisfaction, improve retention, and encourage more people to adopt your product.
What are the best ways to keep customers engaged and encourage them to provide ongoing feedback?
To keep customers interested and willing to share their thoughts, B2B SaaS companies can adopt a few smart strategies. Start by setting up a dedicated, easy-to-use feedback portal. This gives customers a simple way to share their ideas and feel like they’re playing a role in shaping the product. Make sure to regularly acknowledge their input and demonstrate how it influences updates or changes - this goes a long way in building trust and loyalty.
Personalized communication is another key element. Reach out with targeted surveys, follow up directly, or even send thank-you notes to show customers they matter. Creating social media groups or forums can also encourage interaction between users and your team, making the experience feel more connected. For added engagement, try hosting contests, exclusive events, or offering small rewards to motivate participation.
By actively responding to feedback and keeping communication open and tailored, you not only strengthen your relationships with customers but also gain valuable insights to refine your product and services.
How can we measure the success of a customer feedback loop and prove its ROI?
To measure the effectiveness of your customer feedback loop and show its return on investment (ROI), pay attention to metrics like Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), and Customer Retention Rate (CRR). These numbers provide valuable insights into how customer feedback impacts loyalty, satisfaction, and overall product engagement.
When calculating ROI, weigh the costs of implementing feedback-inspired changes against the revenue growth or cost savings they deliver. For instance, boosting customer satisfaction can lead to higher retention rates and lower churn, which directly improves profitability. By consistently monitoring these metrics, you can ensure your feedback loop aligns with customer expectations and business objectives, making it easier to gain stakeholder support and maintain steady growth.