One of the challenges with product management and certain enterprise software products is creating a dialogue with end users. Often the product purchase and management is driven by the IT department, which also administers the application. Administrators then become the contact points, but don’t use the product in the same way as their end users.
Here are some ideas to address this issue:
- Include a prominent link in the application requesting feedback
- Have an idea exchange for users to submit ideas
- Do quarterly check-in calls with customers and ask to speak with end users
- Invite admins and end user to a user conference
My recommendation is to work hard and create relationships with the different types of product end users.
David Cummings on Startups 