You have asked about the feedback from the employees about company's product. But then what is the product? Secondly, are the employees also user of the product? If not, then how their feedback matters?
As far as customer's feedback is concerned, again it depends on the end user. Are you directly selling to the end user or through wholesaler, retailer, distributor, stockist etc? Secondly, how come your company is surviving without taking feedback from the customer?
Lastly, as far as the three questions that you have asked, these pertain to the "Business Strategy". Why customers will tell you what your company should do and what you should not do? You have been using laptops, computers, mobile phones etc. At home, you have been using TV sets, refrigerators, dining tables etc. Has any company approached you any time as to what they should be doing and what they should not be doing? To get replies to these questions, you need to study the market environment, industrial environment, your business rivals etc.
I think what you need to do is "Strategic Analysis of the Enterprise". In this analysis you get a structured questionnaire. Through this structured questionnaire, company identifies the risks associated with your industry in general and your company in particular. Outcome of this risk assessment will give you replies on what your company should be doing and what should not be doing. I provide training and consulting on this subject. Click on the hyperlink to know more about my services.
My past observation is that people spend years together in their respective industry but are unable to identify risks or execute develop proper business strategy. Downfall of Kodak, Nokia etc is case in point.
31st January 2017 From India, Bangalore
Our core business is Sanitary hardware and it is a small company of having 100-150 employees. Company is planning for a large expansion in the coming future. I recently joined the company as HR manager. So even I am not aware of the customers and the whole products. Employees are not the users of the products. Still what I feel is they may have some suggestions about the business and changes needed in the product.
One more important doubt I have is, being the HR of the company how can I handle these? Am I supposed to do the customer related tasks?
1st February 2017 From India, Bengaluru
As far as employees are concerned, you might encourage them to give suggestions on product improvement or process improvement. Tell the Production Department to conduct the "Value Engineering" or form a committee to do value engineering.
As far as introduction of new product line is concerned, that is the job of marketing department. You have written that "Still what I feel is they may have some suggestions about the business and changes needed in the product." In that case conduct brainstorming session. In this session, invite employees from various departments like production, marketing, purchase, R and D etc and find out whether any better idea emerges. Nevertheless, what will emerge is to improve the existing product or at best introduction of some new product line. But then what would be your product line in 2021 or 2022? Who will think on that? To decide about the future course, you must have a session on business strategy.
Coming to your last question, whether you should involve in this since you are from HR. Yes, this doubt will come to any HR. However, if you involve, you will understand the customers' needs and it will help you in your recruitment, employee training etc. Otherwise, this job is supposed to be done by the marketing department. Within marketing department, there is a section reserved for "Market Research". Your management has given you this task because it appears that you do not have dedicated persons to do market research. You may involve your employees in improving the product line or product itself. But what if there is mismatch between what market requires and what employee propose? Please be prepared for this risk also.
1st February 2017 From India, Bangalore