DevOps achieve synergy between software development and operations engineers. This synergy can only happen if the right culture is in place to foster communication between these roles. We investigate the relationship between runtime data generated during production and how this data can be used as feedback in the software development process. For that, we want to discuss case study organizations that have different needs on their operations-to-development feedback pipeline, from which we abstract and propose a more general, higher-level feedback process. Given such a process, we discuss a technical environment required to support this process. We sketch out different scenarios in which feedback is useful in different phases of the software development life-cycle.