Every company says they put customers at the center of their business. But what does that actually look like? A survey here, a feedback session there? Maybe a quarterly business review?
The truth is most companies only scratch the surface when it comes to customer input. They gather feedback, but they don’t create a space where customers can truly influence the future of the product.
We learned this the hard way at IamIP. And surprisingly, the biggest shift in how we listen to customers wasn’t something we came up with ourselves, it came directly from them.
How the IamIP Community Came to Life
Back in 2017, a few of our early customers approached us with an idea: they wanted to create a customer-only group where they could meet, exchange insights, and discuss the future of IP.
The catch? We weren’t invited.
At first, that felt strange. A customer community… without us? We had always valued customer feedback, but this was something entirely different. It wasn’t just about gathering input, it was about letting customers take the lead.
And looking back, that was one of the best things that ever happened to us.
The Problem with Traditional Feedback
Like most companies, we started out with the usual ways of gathering customer insights:
- Surveys
- One-on-one interviews
- Product roadmap discussions
But there was always something missing.
- Customers weren’t always honest. When you ask someone face-to-face what they think, they’re less likely to give you the hard truth, especially if they like you.
- Conversations felt awkward. Sitting across from a customer and asking, “What do you want us to build next?” rarely led to groundbreaking insights.
- Feedback was all over the place. One company needed one thing; another company wanted something completely different. How were we supposed to know what really mattered to the industry as a whole?
We even tried hosting user conferences, thinking that bringing customers together in one place might spark better discussions. But even then, the insights felt fragmented.
That’s when our customers took matters into their own hands.
What Makes the IamIP Community Different?
What started as a small group in 2017 has now grown into a tight-knit community of 60+ IP professionals. They meet four times a year to discuss industry trends, challenges, and where they see things heading.
And then, once a year, they share their collective insights with us.
This isn’t just another way to collect feedback. It’s a complete shift in how we think about customer relationships. Instead of one-off requests or wish lists, we get a collective industry perspective that helps shape our entire strategy.
And because we’re not in the room during their meetings, the discussions are completely unfiltered. They challenge each other’s ideas, debate what really matters, and align on the biggest priorities, without worrying about hurting our feelings.
Why This Works Better Than Traditional Feedback
Most companies rely on direct customer interviews, surveys, or quarterly check-ins. These are useful, but they have limitations:
- Customers tend to hold back. No one wants to be the person who tells a company, “Hey, your product isn’t solving my problem.”
- Insights are scattered. What one customer wants might not be what the industry actually needs.
- The focus is short-term. Traditional feedback is often reactive, it’s about fixing today’s problems rather than looking ahead.
A customer-led community solves these problems naturally.
When you put a group of industry experts in a room, they don’t just share their opinions, they challenge them. They push each other to think bigger. And what emerges isn’t just a list of feature requests, it’s a strategic view of where the industry is going.
Real Business Impact
Since forming the IamIP Community, we’ve seen massive shifts in how we operate. Here’s what’s changed:
Higher Customer Retention
When customers see that their insights actually shape the product, they stick around. The IamIP Community has been a key factor in increasing long-term customer loyalty.
Smarter Product Decisions
Instead of reacting to individual feature requests, we now prioritize what the industry as a whole actually needs.
Stronger Customer Acquisition
When potential customers ask for references, we don’t just send them a case study—we introduce them to IamIP Community members. This not only provides credibility but also shows them that their voice will be heard if they join us.
Staying Ahead of Industry Trends
Back in 2019, before most companies were even thinking about AI in IP management, our customer community was already talking about it. Their early discussions pushed us to start exploring AI-powered solutions long before they became an industry trend.
The Big Lesson: Let Customers Lead
If there’s one thing we’ve learned, it’s this: customers don’t just want a voice, they want a seat at the table. And sometimes, the best thing a company can do is step back and let them have the conversation on their own.
Too many companies make the mistake of assuming they know what’s best for their customers. But the reality is, your customers are the ones on the front lines of your industry. They see the challenges. They know what’s coming next. And if you give them the space to collaborate, they’ll provide insights that are far more valuable than anything you could get from a survey.
At IamIP, we can’t imagine running our business without our customer-led community. And while we’d love to be a fly on the wall in their meetings, we know the reason it works is because we’re not in the room.
For any business looking to build truly customer-centric products, here’s the key takeaway:
Don’t just ask customers what they want. Give them a place to shape the future.
That’s how you stay ahead, not just for a year, but for the long run.
insights by: Dimitris Giannoccaro
