We use Release Rings to systematically deliver new features in a way that minimises the chances of our users experiencing bugs in our exciting new features while they're still getting their finishing touches. This means that updates aren't rolled out to all users on the day they're shipped. Instead, they're gradually delivered to a small percentage of customers during the initial stages of the release programme. Of course, if customers report issues with an update in one of these stages, we'll pause the rollout while we investigate. So, if you can't see the newest updates yet, don't worry - you'll receive them in the next few days or weeks.

To validate new feature development and deployment, we go through the stages of our release programme that are detailed below. However, for some of the smaller or optional features that we release, we don't follow all of these steps, and may go to Public Preview or General Availability more quickly.

When we develop any new feature in the CRM, we start by designing it. Our Product team reviews the ideas that have been logged and voted on by users via the Feedback Portal, prioritising highly voted-on ideas and suggestions that we know will appeal to the majority of the customer base. We also regularly conduct a Competitor Analysis to look at what features other CRM vendors are delivering to inspire our product roadmap, and may even talk to customers directly to get further input and understand their requirements.

In the second stage of the release programme, we focus on implementing the MVP (Minimum Viable Product). The MVP includes the feature's core functionality and serves to validate our ideas early in the development cycle. Additionally, it enables the Product Team to gather user feedback swiftly, allowing for rapid iteration and enhancement of the product. Our Developers write the code which gets tested in-house. Basic documentation is then written to outline what the feature is and how it works, ahead of the Private Preview.

Once in-house testing is complete, we then move the feature into Private Preview. Only a select number of customers can register as an Early Adopter to try the feature for free, then provide us with valuable feedback. Depending on the type of feedback we receive, changes may be implemented ahead of the Public Preview stage (i.e. critical updates), or logged as future enhancements to the feature. Before it becomes available to other customers, Early Adopters are expected to validate not only the software, but also the training and documentation as part of this stage. Note: at this stage, the feature may be on a hidden URL, or it has to be switched on by our team to Early Adopters only.

The feature is now available for all customers to try, either for free or half price. We're still seeking wider feedback and validation at this stage, and future improvements/enhancements will likely be made.

The feature has now been deemed acceptable for General Availability and is now in mainstream use for all new and existing customers. It may remain free (no additional charge), included only on certain subscriptions and Customer Success Plans, or may become chargeable where appropriate.

We'll always look to improve the feature post-rollout, and capture suggestions via our Feedback Portal.