Identifying Customer needs

The basic philosophy is to create a high quality information channel that runs directly between customers and every designer and developer.The people who rule the product development cycle must have direct interaction with each and every customer.Also it is important that the designer experiences the user environment and without this direct experience the technocal trade offs will never be done correctly.One other major issue is that innovative solutions to customer needs may not be discovered without the real hands on experience.The most significant issue arises later that the designers will lack the deep commitment with customer needs.