How often have you built software that matched what your customers asked for, only to find out when you're ready to ship that this is not quite what they wanted? Have you ever struggled to understand what your customers *really* needed while looking through the list of specifications they doled out for their solution? Have you received conflicting requirements from different customers while building a single solution for both? Working with customers through the project management lifecycle to remain focused on customer value of the end product is key to any successful product. In this talk, we look at ways in which you can remain focused on customer value, seek different kinds of feedback from customers at critical points in the software development lifecycle, integrate customer feedback into the product effectively to deliver an end product that can wow your customers! Through demos, we explore specific examples of seeking, providing and processing customer feedback with the new Visual Studio ALM 11 toolset.