Webinar: Customer Obsession: What Does It Mean? by Lime Lead PM
Summary
TLDRZach Khanが顧客への執着について語ります。顧客への執着は、異なるPMや企業にとって異なる意味を持つ柔軟な定義です。製品マネージャーは、顧客への強烈な焦点を示すために複数の行動やスキルを発揮します。顧客への執着は、時間の経過とともに構築される筋肉であり、学び、練習を通じて得られる能力です。このトークでは、顧客への執着の質、その習慣を身につける手法、そして顧客との接点を通じて製品マネージャーがどのように成功を収めることができるかについて説明します。
Takeaways
- 🌟 顧客執着は、異なるプロダクトマネージャー(PM)や企業にとって異なる意味を持つ柔軟な定義です。
- 🔍 顧客執着の品質は、単一ではなく、PMが顧客に焦点を当てた行動やスキルを示すものです。
- 💪 顧客執着は、時間の経過とともに構築される「筋肉」であり、持っているか否かの二分ではなく、学び、練習を通じて身につけられるスキルです。
- 📋 顧客執着を定義する際の重要な原則は、顧客のニーズを常に優先し、顧客との信頼を獲得・維持することです。
- 🔄 顧客経験に継続的に価値を追加し、定期的にフィードバックを収集し、ビジネス目標に顧客のニーズを優先させることが重要です。
- 🚀 顧客の保有と満足は非常に重要ですが、成長段階に応じて新規顧客の獲得も重要です。
- 🎯 製品の詳細は顧客執着のプロダクトマネージャーにとって重要であり、細部に焦点を当てることが求められます。
- 🗣️ 定期的に顧客フィードバックを求めることは、PMにとって不可欠であり、積極的に顧客の声を聞くことが重要です。
- 💡 ビジネスや製品戦略において疑問が生じた際は、顧客の最善を追求することが求められます。
- 📚 顧客レビューの読書やカスタマーサポートチケットの対応は、顧客執着の筋肉を鍛えるためのシンプルで効果的な手法です。
- 🤝 顧客問題に対する「誰か他の人の問題ではない」という考え方を採用し、顧客中心の文化を築くことが重要です。
Q & A
顧客オブセッションの定義は何ですか?
-顧客オブセッションは、顧客の経験に継続的に価値を追加する組織を指します。これらの会社は定期的にフィードバックを収集し、ビジネス目標の優先順位を顧客のニーズに置きます。
Zach Khanの現在の職務は何ですか?
-Zach Khanは、サンフランシスコに拠点を置くLimeの高級製品マネージャーです。
ZachはFacebookでどのグループで働いたのですか?
-ZachはFacebookのオペレーショングループで働いていました。
顧客オブセッションを持つ製品マネージャーの3つの重要な行動は何ですか?
-顧客オブセッションを持つ製品マネージャーの3つの重要な行動は、詳細を確実に理解すること、顧客フィードバックを定期的に求めること、そして疑義がある場合は顧客のベストに行動することです。
Limeのユーザーエクスペリエンスにおいて、改善の余地がある点は何ですか?
-Limeのユーザーエクスペリエンスにおいて、改善の余地がある点は、UIのデザインやボタン配置、明確なコピーなどが挙げられます。
顧客オブセッションをどのように強化するべきですか?
-顧客オブセッションを強化するためには、定期的に顧客レビューを読むこと、カスタマーサポートのチケットを読むこと、顧客の立場に立って問題を解決することが必要です。
Limeの「lime cash」機能において、改善が行われた点は何ですか?
-Limeの「lime cash」機能において、改善が行われた点は、オートリロード機能がデフォルトでオンからオフに変更されたことです。これにより、顧客の利益を最優先に考慮することができました。
ZachはなぜグルouponやKEA.org、Micro Financeで働いた経験を重要視していますか?
-Zachは、グルouponやKEA.org、Micro Financeでのキャリア初期の経験を通じて、戦略的思考や非営利コンサルティングのスキルを身につけたと考えられます。これらの経験は、彼の現在の製品マネージャーとしての役割に役立ちています。
顧客オブセッションの文化を築くためにはどのようなマントラが提唱されていますか?
-顧客オブセッションの文化を築くために提唱されているマントラは、「何も他人の問題ではない(Nothing is someone else's problem)」です。これは、問題を発見したときに、それが自分の責任でなくても、顧客の利益のために問題を解決するべきであることを意味します。
Zachはなぜ顧客とのコミュニケーションを重要視していますか?
-Zachは顧客とのコミュニケーションを重要視していますが、それは顧客のニーズや問題点を正確に理解するために必要なフィードバックを得ることができるからです。顧客の声を聞くことで、製品の改善や問題の解決に役立ちます。
Zachが提唱する顧客オブセッションの「筋肉」を鍛える具体的な戦術は何ですか?
-Zachが提唱する顧客オブセッションの「筋肉」を鍛える具体的な戦術には、アプリストアやPlayストアでの顧客レビューの定期的な読書、カスタマーサポートチケットの読書と応答、そして「何も他人の問題ではない」というマントラの採用があります。
Outlines
📢 顧客執着の定義と意味
この段落では、講師のZach Khanが顧客執着について語ります。彼は自分がLimeの高級プロダクトマネージャーとして働くことについても触れ、顧客執着の重要性を説明します。また、顧客執着は異なるプロダクトマネージャーや企業によって異なる意味を持つことがあり、顧客を常に考慮に入れた行動やスキルを発揮することに焦点を当てます。
🔍 顧客執着プロダクトマネージャーの特徴
この段落では、顧客執着を持つプロダクトマネージャーの特徴について説明します。Zach Khanは、プロダクトマネージャーが顧客に関する詳細を正確に把握し、定期的に顧客フィードバックを求め、ビジネスにおける取引オフを評価する際に顧客の最善を考慮する必要性について語ります。また、Limeの例を挙げ、ユーザーエクスペリエンスを向上させるために行った改善策についても説明します。
💪 顧客執着筋肉の鍛える方法
最後の段落では、顧客執着筋肉を鍛える方法について話します。Zach Khanは、定期的に顧客レビューを読み、カスタマーサポートチケットに返信し、顧客の視点を理解するために自分自身を顧客の立場に置くことの重要性を強調します。また、Limeのチームが週に一度顧客レビューを読み、それに基づいて製品やエンジニアリングの計画を立てる様子を紹介します。そして、問題が発生したときに「誰かの問題ではない」というマントラを採用し、顧客の幸福を常に心に留めてビジネス全体を改善することが重要であると締めくくります。
Mindmap
Keywords
💡customer Obsession
💡product manager (PM)
💡customer feedback
💡customer experience
💡customer trust
💡customer support tickets
💡customer reviews
💡user experience (UX)
💡customer session
💡customer retention
💡customer acquisition
💡customer-centric culture
Highlights
Defining customer obsession and its significance in product management.
Personal introduction of Zach Khan, his background, and current role at Lime.
The importance of customer obsession in Amazon's leadership principles.
Customer obsession as a continuous process of adding value to customer experience.
The balance between customer retention and acquiring new customers in a growth company.
The role of customer feedback in product development and post-launch optimization.
Three key behaviors of a customer-obsessed product manager: nailing the details, seeking feedback, and prioritizing customer interests.
The example of Lime's UI update to clarify pricing and reduce customer confusion.
The importance of trust in customer relationships and avoiding trust-busters.
Tactics for building the customer obsession muscle: reading customer reviews, responding to support tickets, and understanding customer mindset.
The impact of negative reviews on product improvement and prioritization.
Building a company-wide culture of customer obsession and the mantra 'nothing is someone else's problem'.
The flexible definition of customer obsession and the absence of a single quality in a customer-obsessed product manager.
Customer obsession as a learnable and practiceable mindset rather than an inherent trait.
The key takeaways from the talk: understanding customer obsession, developing multiple behaviors, and building the customer obsession muscle over time.
The practical application of customer obsession in product management and its impact on building delightful products.
Transcripts
hello everyone good afternoon good
evening good morning wherever you may be
in the world uh my name is Zach Khan and
I'm here to talk to you about customer
Obsession and what does it
mean so just a little bit about me
before we get started I'm currently a
senior product manager at lime based in
San Francisco I joined lime about two
and a half years ago in our product
operations group then transitioned
internally to product manager uh just
over a year and a half ago now before
lime I worked at Facebook for over two
years where I was in the operations
group even before that I was doing my
MBA at Wharton and then way back when
earlier in my career I started off in
nonprofit Consulting I did strategy work
at Groupon and then also did work for
kea.org and micr Finance in both South
America and the United States so that's
a quick bit about me now let's dive into
the
content so the agenda for today in this
uh talk is as follows number one
defining customer
Obsession second the qualities of a
customer TPM what are these what should
we look out for what should we develop
and then the third tactics for building
the customer Obsession muscle I'll talk
more about that towards the
end the key takeaways I want you all to
have from this uh talk is the following
flexible definition customer Obsession
uh could mean a lot of different things
to different PMS to different companies
there's no no right answer number two
there's not a single quality that
defines a product manager who is
customer obsessed PMs can exhibit
multiple behaviors multiple skills to
demonstrate their hyperfocus on the
customer and then lastly customer
obsession is a muscle that you build
over time it's not something you either
have or you don't have it's something
you can learn something you can practice
and there are many tactics to be done to
develop this
mindset so customer obession what is me
well there's a lot of ways you could
frame customer Obsession if you just
Google it you'll get a lot of hits a lot
of different ideas but I think um it
really all um came into Focus um with
Amazon's leadership principles and this
is kind of what made the term um more
well known so Amazon has their
leadership principles customer Obsession
being one of them this principle says
leaders start with the customer and work
backwards they work vigorously to earn
and keep customer trust and although
leaders pay attention to competitors
they obsess over
customers start with the customer and
work backwards make sense working
vigorously to earn and keep customer
trust trust is important trust buting is
bad you need to have the trust of your
customers and not lose them and then
competitors are
important obsess over customers so at
the end of the day what are we doing
we're obsessing over
customers uh a top article I found about
customer Obsession provided a little
more
uh Clarity and Nuance to what customer
obsession is and I like this a little
better but customer Obsession describes
organizations that continuously add
value to the customer experience these
companies collect feedback regularly and
prioritize customer needs in every
business goal and they're more concerned
with retaining and delighting existing
customers than acquiring new ones I
definitely agree with the first two here
um these are obvious qualities but on
the third um saying we're more concerned
with retaining and delting existing
customers and acquiring new ones
that definitely depends on the stage of
your business at lime we are a hyper
Growth Company retention and Delight of
existing customers is extremely
extremely important but we're in growth
mode we need to grow we need to acquire
new customers so you can't just focus on
one thing such as
retention so taking it together my quick
high level thoughts customer obsession
is not just about obsessing over the
customer and product development um
there are other folks in the
organization who should be obsessing
over the customers a customer obsessed
culture is very important at your
company um to really have that focus on
the customer rely on feedback and really
own uh own the problems and be
accountable to what goes well and what
does not go well with your customers
after launching a product um what you do
after is what really matters with
customer Obsession you might take all
the quantitative and qualitative
feedback you have to build out one of
the greatest products ever but after you
launch it something's going to go wrong
something is not going to be perfect
you're going to notice problems in the
metrics problems in the feedback and
you're going to want to optimize you're
going to want to address it so what you
do after the launch is what really
matters and then customer session yes it
does help keep and retain customers um
if you're having bad experiences if
you're doing things that are not in the
best interest of the customer you're
going to lose customers you're going to
break their trust and I'll talk to you a
little bit more about some of these
examples later
on so what is a customer obsess product
manager we've all seen it we've seen
seen the LinkedIn headlines that say
user obsessed product manager customer
obsessed product manager hyperfocused on
the customer product manager you know
you get the drift all PMS are supposed
to be customer obsessed but customer
obsess being obsessed is just defining
it's just a summing up different things
that we do as product managers and
skills that we are supposed to have to
be
successful so three key behaviors I like
to say for the customer obsess product
manager Number One Nail the details the
details matter when it comes to your
product The Details Matter number two
seek customer feedback might seem like a
no-brainer but um it's not you need to
set aside time regularly to seek
customer feedback um whether you're
proactively looking for it or you know
maybe it's coming to you from other
channels um seeking customer feedback
being proactive as a PM is essential and
then lastly when in doubt do what's best
for the customer there are going to be
times in your business and in your
product strategy you have to assess the
tradeoffs of doing something that is
going to be better for your business um
at like a tangible metric level whether
cash flow or revenue or whatever what
have you profit But ultimately you might
really need to be doing what's best for
the customer with the sacrifice of some
of those metrics and that in the long
run will help you by having this hyper
focus on the customer taking their best
interest into account when making these
trade-off
decisions
so now the details what is an example of
this this is something we talk about at
lime all the time in our user experience
um and you know figuring out where there
are problems how to make them better Etc
so
um here this is an example of a screen
when you take a scooter ride with lime
and you want to end your trip right so
lime we on- demand micromobility rental
service you can rent a scooter you can
rent a bike you can rent a moped by
scanning a QR code uh when you're done
with your trip you press end ride and
then you used to see this
UI we can temporarily lock the vehicle
while you grab a coffee you can keep
your ride and resume later so if you
want to pause your ride while you grab a
coffee you can resume it later great
this is free right wrong this costs
money we charge riders for the time they
pause it well why don't we just say it
well this was a detail we missed and we
went back we fixed it we updated the UI
to explicitly call out the pricing for
the pause per minute rate and um we've
seen seen less um excuse me less
customer complaints about this confusion
and pricing around P it's little things
like this that matter it's it's copy
it's UI design it's button placement
it's all that good stuff but really this
is obvious copy needs to be clear copy
needs to be transparent set appropriate
expectations for your customer The
Details
Matter so seeking feedback um if you
want to proactively seek feedback from
your customer um there's really easy
ways to do this you have to dedicate
time to preparing for it and also then
um speaking with your customer but I
like to do these uh feedback sessions
generally once a month once a quarter uh
I'll select a random group of riders
from lime um who meet a certain criteria
I'm looking to assess and just send a
quick email introducing myself offering
a really quick phone call in exchange
for a nice quick reward um obviously it
cost money to incentivize uh your
customers to speak with you sometimes
and then offering up a calendar link
might seem like a no-brainer might seem
basic but just to lay it out for you
simple thing you can do to get sign ups
from your customers to speak with
you and then one in doubt do what's best
to your customer AKA as uh former Amazon
product leader at my company said no
trust Busters you cannot break the trust
of our customers if we do that's it
we're done so when and doubt do its best
for the customer well what is an example
of this so at lime we offer a feature
called lime cash you can preload funds
into your lime cash wallet that you can
later use to take a ride with a lime
vehicle here is the UI for the lime cach
you see you can add different fund
amount um we have this Auto reload
feature to top up after you go below a
certain amount and then of course you
tap add funds add funds so what do you
notice different between these two
screens they're almost the same well
what was going on so in the left hand
side screen Auto reload was default on
from users so unless you opted out we
would top up your balance when your
balance hit
zero this is not good for the customer
when end out we need to do what best for
them which entailed making Auto reload
opt in not opt out and this is something
um we saw good results from and really
just could at the end of the day feel
better about yourselves as a company
you're not trying to sneakily um with
dark ux patterns uh you know take more
money from customers they want to give
you it's not what we're trying to do at
just a general practice though just
referring
to okay cool lastly build the muscle how
do you build the customer Obsession
muscle and become a great product
manager well you start by working out I
just like this chip of the banana and
the broccoli building their muscles
probably not customer Obsession muscles
but you get the point so what are some
simple tactics for improving your muscle
building the muscle of customer
Obsession again might seem basic but I
just want to spell it out
read customer reviews so for a consumer
app like lime this means looking in the
app store looking in the Play Store um
and doing this on a regular basis
discussing with the team calling out
issues ETC number two read and if
possible respond to customer support
tickets doesn't hurt to spend like you
know even 10 minutes a day just sorting
through the most recent tickets reading
what's going on with the customers
seeing what's going on out there or if
you're owner of a certain product just
searching keywords in your customer
support ticket related to that product
and reading a couple of those seeing
what it's like
spend some time in your customer shoes
and get understand their mindset and
then
lastly uh this is more of a mantra but
I'll get into why it's a tactic at the
end nothing is someone else's problem
for a customer obsessed culture a
company needs to adopt this Mantra
nothing is someone else's problem just
because you don't own it doesn't mean
you shouldn't try to get it fixed
because it's in the best interest of
your business if you fix the problems
that your customers are
facing so customer reviews um at lime um
the managers and the engineers we read
them weekly uh and we do actually even
try to respond to them through um you
know customer support integration with
zendesk um reading the customer reviews
are eye opening you know reading the
five star is great it's a nice Pat on
your back but read the onestar reviews
they they can hurt doesn't feel good
always reading them but it also to me it
inspires me to want to do better to want
to fix things and to want to always
build a great experience for our writers
so here's a fun one I read recently um
just first sentence says it all I don't
know what 15-year-old made this app but
it's slow not user friendly and
sometimes doesn't work at all and then
this person goes on to talk about some
other things that we don't even think
might be actionable but yet uh you know
it's in our it's in our Play Store View
and we just have to deal with it so you
know we talk about this we talked about
this in our weekly um product and
Engineering planning meeting and um
while it is you know factious to read um
it does highlight problems with like
latency in our app big problem and we're
really going to work to fix it so
something that just validates our
priorities for the quarter when we see
these things in the reviews and what
we've been
prioritizing and then building a culture
of customer Obsession I alluded to this
um that second um you know uh slide on
definitions which was from HubSpot kind
of alluded to this as well that it's at
the you know the company level overall
it's about building the culture
companywide this is a mantra um I
actually learned it at Facebook um where
you know where I worked previously but
it's generalizes anywhere nothing is
somebody else's problem what does that
mean so what does that mean it means if
you see something off maybe some metrics
or a customer review or a customer
support ticket or you read something in
the news and you might not be the
product owner you're not the product
manager for that feature or it's not
even in the products Department flag it
find the right person whose area
pertains to because maybe it's urgent
maybe there's a problem that can be
fixed easily and this and then and the
owner of whatever the issue is doesn't
know about it the person on the other
side your your co-workers will
appreciate this because you are seeking
to improve the business overall by just
making sure the customer is always happy
and this helps build this customer
Obsession culture so nothing is somebody
else's problem I really love this Mantra
uh and I I take it with me um you know
every day to work when I look at metrics
and and and read um you know updates and
things like
that okay so that's all I got just to
sum up the key takeaways customer
Obsession the definition is flexible it
means different things to different PMs
and companies there is no single
definition customer session just like
there's no wrong way to your Reeses um
product managers who are customer
obsessed don't exhibit a single quality
there's multiple behaviors multiple
behaviors to demonstrate your hyperfocus
on the customer you know and then lastly
it's a muscle you build over time um
there's skills you use tactics you use
to get better and better about
developing that customer Obsession
mindset and becoming a in All-Star
product manager to build delightful
products for all your customers so
anyways that is all I got um if you want
to contact me ask me more questions you
can reach out to me on LinkedIn but um
yeah it's been really great talking with
you thank you product school um thanks
for listening and um you know have a
great day have a great week thank you
bye
bye
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