Varied understandings of the customer experience - Deepstash

Varied understandings of the customer experience

CSMs spend their time talking to customers about the business challenges they're trying to solve.

Product teams don't get one-on-one time with customers. Instead, they use analytics to try and understand the customer experience. Analytics is vital but lacks the qualitative and emotional aspects of sentiment and satisfaction.

Understanding both quantitative analytics and qualitative user feedback is essential to understanding the customer experience fully.

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Product and CS often fail to work together because of three key issues.

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MORE IDEAS FROM Three challenges that hinder CSM and PM collaboration | Pendo Blog

When companies are just starting, the responsibilities of the teams overlap. Product speaks with customers. CS helps with product testing. As a result, it's easy for teams to be collaborative and agile.

But when organisations scale, teams find it more challenging to stay in sync. Product and CS teams may seldom interact, leading to misaligned goals, misunderstanding priorities, and miscommunication with customers.

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In the world of software as a service (SaaS), the distance between the Product team and the Customer Success team may appear to stem from competing priorities.

However, a close-up look reveals that the interests of the two teams are very similar.

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The poor communication caused by siloed teams is frustrating for internal teams and impacts your product experience.

The product teams rely on the conversations CSMs have with customers to inform their roadmap and inspire innovation. But if the CS team doesn't have a forum for sharing customer feedback with Product, product teams are unable to build functionality to address the customer challenges.

Similarly, if the product team doesn't inform the CS team about the latest product decisions and developments, CS can't advise customers about the product.

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  • Both teams focus on the customer experience: Product focus on the "why" of customer needs. CS drives the experience throughout the customer journey. It builds loyalty, drives expansion, and cause retention.
  • Both teams need to be agile and adaptable: Product needs to respond quickly to competitive developments, bugs or feature requests. CS needs to be available to customers to respond to issues.
  • Both teams thrive with a product-led mindset: Product teams play an ongoing role in the business's success. CSMs leverage the product to drive loyalty and competitive advantage.

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RELATED IDEA

Businesses often overcomplicate their product strategy and end up navigating through a maze of competing objectives and needless requirements.

Product managers in any industry can implement a simple and adaptable framework to streamline their product process.

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A simple but effective product strategy framework that consists of three key elements.

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Creating winning products

The key to a successful product is a cross-functional team that supports every aspect of the Complete Product Experience (CPE). They understand their role in making the product successful and work towards fulfilling that role.

However, many companies do not understand the concept of a formal product team. Each group operates in a bubble. It may cause multiple difficulties such as:

  • Duplicate processes and tasks.
  • Teams are unwilling to accept others' solutions.
  • Not thinking how one action impacts the whole.
  • Tasks take forever.

This could lead to a product no one really wants.

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Making a case for the necessity of a formal product team.

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Customer Experience vs. Customer Success

Customer Experience (CX)

  • Considers the customer from the very beginning
  • The CX team relies on understanding how the customers think adn feel towards the company
  • Every interaction performed whether human or digital, feeds into the understanding and development of a great customer experience

Customer Success (CS)

  • The CS team works to understand how the customer engages with the product post-sale in order to identify ways to optimize their engagement
  • They work with the product teams in order to heighten the amusement and improve upon the frustration points of the customers

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