Customer feedback contains observations, preferences, and proposed solutions. These are useful but different. A request for a new feature may point to an underlying problem that can be solved in more than one way. Record the customer’s context and the difficulty they experienced. Group similar issues while preserving meaningful differences. Choose one improvement, state what you expect it to change, and define a way to observe the result. Keep the scope small enough to learn from. If customers cannot find delivery information, adding a large help section may be less useful than showing the key detail at the relevant step. Compare the change with actual task completion or support questions. A few positive comments do not establish that every customer benefits. Practice: Take one feedback statement and rewrite it as a problem, a proposed change, and an observable result. List one possible unintended effect.