[jitendrac]

I would suggest pre-defined staged rollout based on customer preference. For example, create three category Alpha, Beta, Stable.

Alpha: Gets new features immediately and gets support within 24hours if something breaks.

Beta: Gets new features Every 45 week, and gets priority support if needed.

Stable: Gets new features quarterly, Mostly they are forced to upgrade from old features which you dont want to support, But they will be essential volume of your revenue.

alternatively, you can give them sandboxed demo read-only(resets every night at 12 o'clock) account for testing.