What is a key benefit of involving customers closely in the Agile development process?

Involving customers closely in the Agile development process is crucial because it ensures that the product reflects their needs. This close collaboration allows the development team to gather continuous feedback from customers, which can be used to adjust the product's features and functionality as it evolves. By maintaining an ongoing dialogue with customers, the team can prioritize changes based on actual user requirements rather than assumptions. This ultimately leads to a more satisfactory final product that aligns with customer expectations and market demands.

Customers are often the best source of insight regarding their needs and preferences, and their involvement helps verify that the team's work is on the right track. This connection not only enhances the quality of the output but also increases customer satisfaction and loyalty, as they feel that their input is valued and directly influences the project outcome.