Optimize your customer insights

  • “deliberate not random” ;
  • “consistent and not sporadic” ;
  • “atomic and not overhead” ;
  • Drive clear alignment around product strategy and outcomes (short term and long term) — helping teams to easily identify who to talk to, when to talk to and what to discover. Accelerates both broader discovery (moonshots, new ideas etc.) as well as shorter term discovery (prototype feedback, early testing etc.)
  • Train, train , train yourself — improve the quality of outcomes from each discovery through deliberate practice. Refine your approach consistently.
  • Ensure direct access to customers — remove gatekeeping processes/teams. Anyone from your core product team (engineering, design, product) should be able to reach out without jumping through hoops.
  • Build self serve / ready to access relevant data — information that helps you discover/define/filter attributes of your target segment and reach out to them (product usage metrics, contact information etc.)
  • Do not rely on doing it all yourselves. Design a well-oiled collaboration rhythm and build processes for second order feedback > where product teams can listen , shadow or engage sales, product marketing, Customer support etc. Not a replacement for direct conversations but very helpful for scaling your insights. (specially in b2b, shadowing or leading sales meetings is an accelerator)
  • Zero Effort interviewing — Use products when needed in your funnel > identify where highest work is and use the right tools (great tools exist that can help all the way from recruiting, to making contact, scheduling, payouts, recordings etc.)
  • Finally, always have your quantitative insights ready to augment your findings — user funnels, clickmaps, browsing sessions etc. (warrants a whole different post)

--

--

--

I love drawing connections from different subjects in a hope to simplify the world of product management. https://www.linkedin.com/in/adityarsmishra/

Love podcasts or audiobooks? Learn on the go with our new app.

Recommended from Medium

Why Marketing could thrive in the ‘Age of Less’

Sephora Voice Ads Campaign: Talking to Customers and Driving Awareness

Ad serving has been limited, Invalid traffic concerns — How to solve it

Ad serving has been limited, Invalid traffic concerns

Marketing 101: The Lingo

The massive flaw in customer-centric marketing CMOs need to know about

How to Build a Personal Brand Without Selling Out

How did I improve my ‘Business Email’ writing skills

Why GDPR makes content marketing the new gold, according to The Content Advisory’s Tim Walters, PhD

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Aditya Mishra

Aditya Mishra

I love drawing connections from different subjects in a hope to simplify the world of product management. https://www.linkedin.com/in/adityarsmishra/

More from Medium

Product Manager vs Product Owner?

Technology: Crucial Product Management Skill 6/20

Want to work in product?

Upcoming Product Management Conferences in 2022