The ability to collect feedback for physical products along the customer journey has many advantages, such as enabling a better product-market fit, spotting early warnings and guiding better business decisions. In addition, you can ask your customers not only to rate certain characteristics of your product, but also to evaluate new concepts, ideas or solutions. Active participation in the development of the product makes customers more engaged and loyal to the brand, increases overall satisfaction, and helps you develop exactly the product they want to buy.