Continuous feedback is transforming customer support from a reactive function into a strategic driver of product quality. In this session, Niharika Muriki, Director of Technical Support at DocuSign, will explore how structured feedback loops capture actionable insights directly from customers. Attendees will learn how these insights can inform product decisions, prioritize improvements, and ultimately enhance the user experience. The session will cover practical strategies for designing feedback mechanisms, closing the loop with customers, and fostering collaboration between support and product teams. Real-world examples from DocuSign will illustrate how continuous feedback drives measurable impact on product quality and customer satisfaction. By the end of the session, participants will gain a roadmap for leveraging support data to create a cycle of ongoing improvement, turning support interactions into a source of innovation.