Product chief Rachel Wynn talks about why being buyer centric is extra than simply about gathering shopper suggestions.
By Tremis Skeete, for Product Coalition
Real product managers will not be simply targeted on constructing and delivering companies. For a lot of, it goes a lot deeper.
Many product managers are on a mission to enhance the lives of their shoppers, and principal product advisor, Rachel Wynn feels that as product managers, we have to assume twice about taking buyer suggestions at face worth.
As an alternative, she suggests in her LinkedIn publish that product managers should dig deeper and examine, to find the insights behind the suggestions.
Whereas it’s good to overview survey responses, advertising and marketing analytics, shopper orders, feedback, and social media posts; To get to the insights that may result in constructing merchandise that delight shoppers — product managers nonetheless have to uncover the form of suggestions that may’t be measured i.e. “insights”.
Being buyer centric isn’t just about constructing a product for shoppers.
It’s about how you create a priceless product expertise for shoppers.
This is the reason a give attention to the product imaginative and prescient is essential.
Making product selections pushed by the imaginative and prescient, ensures that the choices made on behalf of shoppers, is all the time aligned with how the enterprise envisions the product can enhance the lives of its shoppers.
Learn a replica of Rachel’s LinkedIn publish beneath to study extra:
I had lunch with a good friend immediately who’s teaching a crew of product managers to consider the shopper suggestions they obtain previous to placing the request on the roadmap.
It’s difficult. Whether or not you’re an skilled product supervisor or a founder constructing a product, you wish to construct one thing priceless to prospects.
If you wish to be buyer centric, it may be tempting to take a prospects’ suggestion and run with it and never assume twice.
Denis Morton is certainly one of my favourite Peloton Interactive biking instructors. Not solely is his music selection wonderful however he’s all the time encouraging cyclists to take heed to their very own our bodies. (Do it’s worthwhile to decelerate immediately? Push more durable?)
He’s all the time saying “I make recommendations. You make selections.”
Take into consideration your prospects’ suggestions in the identical approach. They make recommendations. You make selections.
You resolve if it’s the fitting factor for the product imaginative and prescient and technique, the way forward for the corporate, and so on.
Being buyer centric means deeply understanding our prospects. It doesn’t imply filling each buyer request.
Being buyer centric means delivering one thing even higher than prospects imagined.