Lost customer - Why we don't know our customer

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Why it is so easy to lose the customer in the heat of product development? We tend to forget for whom we do the project for. In DevOps, we say that we need to focus on user needs by amplifying and shortening the feedback loops. But how it's done? What should be done to entice customers to be part of the development process?Guide: Creating product user insightshttps://hubs.li/Q0191T_Y0Blog: Solving problems with UXhttps://hubs.li/Q0191V2b0Blog: Customer insight at different stages of service developmenthttps://hubs.li/Q01925Y80Blog: Do you know your customers? Learn who they are, or they won’t care about youhttps://hubs.li/Q01925ZM0Podcast: Behavioral biases in product managementhttps://hubs.li/Q01926sp0Maria Wanhttps://www.linkedin.com/in/mariawan/Jarmo Parkkinenhttps://www.linkedin.com/in/jarmoparkkinen/Marko Lindgrenhttps://www.linkedin.com/in/markolindgren/?originalSubdomain=de