Should I action all customer feedback?

It depends on how often the feedback comes through and whether the feedback aligns with your product goals and strategy. Most people get tripped up by the saying "The customer is always right" or by if one person said this, then we must do what they suggest.

The truth is, most customers don't know what they want, or more importantly what they need, until you show it to them. That's why a good design exploration can be very valuable to visualize what a product might be like if it did X or if it did Y. Henry Ford famously said "If I had asked people what they wanted, they would have said faster horses."

Some guidelines to follow when processing feedback are:

• Thank them. Feedback shows passion and engagement and should always be welcome, good or bad.
• Look for themes and patterns. If you hear it 3 out of 5 times in a usability study, then it's probably worth exploring. Otherwise it could be an outlier.
• Define the problem, not the solution. Ask more "why?" questions to drill down to the root cause. People will only suggest what solutions they are cable of. It's better to undertand the problem and then explore design solutions to that problem.