At Intercom, the company prioritizes moving fast and making quick, effective decisions to ensure customer success. Collecting customer feedback is crucial for smart product decisions, but it can be time-consuming for both teams and customers. To overcome this challenge, Intercom focuses on speeding up customer feedback loops, which allows them to learn and iterate quickly while maintaining momentum and making customers feel included in the process. The company has moved away from traditional methods of collecting feedback, such as interviews or forms, and instead uses channels like Slack to facilitate cross-organization communication and gather feedback efficiently. This approach involves choosing a convenient feedback channel for respondents, strategically asking for feedback at the right moment, and forming a personal customer feedback group to foster deeper relationships with customers. By adopting this method, Intercom is able to provide customers with valuable insights and iterate on their product quickly, making them feel included in the process while staying ahead of the market.