Webinar: Customer Obsession: What Does It Mean? by Lime Lead PM

Summary

Zach 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

00:00

📢 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。

05:02

🔍 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。

10:02

💪 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。

Keywords

💡customer Obsession

「顧客への執着」は、顧客のニーズや満足度を常に最優先に考慮するビジネス戦略です。この概念は、アマゾンのリーダーシップ原則の一つとして有名であり、製品マネージャー(PM)にとって重要な品質の1つです。ビデオスクリプトでは、顧客への執着がPMの成功に不可欠であると強調され、顧客のフィードバックを収集し、製品やサービスを改善することが重要であると述べられています。

💡product manager (PM)

製品マネージャーは、製品の計画、開発、および成功に必要な戦略を策定する役割を担う専門家です。彼らは、顧客のニーズを理解し、市場のトレンドを洞察し、製品の成功を保証するために、開発チームと密接に協力します。このスクリプトでは、PMが顧客への執着を持つべきであると説明され、その理由や具体的な行動が詳細に説明されています。

💡customer feedback

顧客フィードバックは、製品やサービスを改善するために重要な情報源です。それは、顧客が実際に使用した経験やニーズ、問題点を提供し、製品マネージャーが製品を改善または新しい機能を追加する際の基盤となります。このスクリプトでは、顧客フィードバックの収集と分析が、顧客への執着を向上させる方法の1つと説明されています。

💡customer experience

顧客体験は、顧客が製品やサービスを利用する過程で得られる感覚や感情の総体です。良い顧客体験は、顧客満足度を向上させ、ブランド忠誠心を構築し、競争優位をもたらすことができます。このスクリプトでは、顧客への執着から顧客体験への重点配置が強調されており、顧客体験を向上させるために製品マネージャーが取り組むべき課題について説明されています。

💡customer trust

顧客信頼は、顧客がブランドや企業に抱く信頼感であり、長期的な関係構築に不可欠です。製品マネージャーは、顧客のニーズに応えることで顧客との信頼関係を築き、維持する責任があります。スクリプトでは、顧客信頼の重要性について言及され、信頼を損ねると後付け困難になることから、顧客への執着が重要であると強調されています。

💡customer support tickets

顧客サポートチケットは、顧客が問題や問い合わせを送信する際に生成される記録です。これには、技術的な問題、使用法に関する質問、またはフィードバックが含まれます。製品マネージャーは、これらのチケットを通じて顧客の声を直接聞くことができ、製品の改善や問題の解決に役立てることができます。

💡customer reviews

顧客レビューは、製品やサービスを利用した顧客が公開的に意見を述べたものです。これには、商品やサービスの品質、利便性、満足度などの評価が含まれます。製品マネージャーは、顧客レビューを定期的に読み、分析することで、製品の強化や改善の方向性を明らかにすることができます。

💡user experience (UX)

ユーザー体験(UX)は、ユーザーが製品やサービスを利用する際に感じる体験の質を指します。UXデザインの目的は、直感的で使いやすいインターフェイスを作成し、ユーザーのニーズや期待を満たすことです。このスクリプトでは、UXが顧客への執着において重要な要素であると述べられており、製品の使いやすさや問題点を改善することが重要です。

💡customer session

顧客セッションは、顧客が製品やサービスを利用する期間を指します。顧客セッションの長さや頻度は、顧客のエンゲージメントや忠誠度を測る重要な指標です。このスクリプトでは、顧客への執着が顧客セッションの向上に繋がることについて言及されており、顧客が満足して継続的に利用することで、企業の成長を促進することができます。

💡customer retention

顧客保持は、既存顧客を維持し、再度利用してもらうことを目指すビジネス戦略です。顧客獲得に比べて、顧客保持が重要であるとされており、顧客との長期的な関係を築くことで企業の収益性や成長に寄与します。このスクリプトでは、顧客への執着が顧客保持にどのように関与するかについて説明されています。

💡customer acquisition

顧客獲得は、新しい顧客を獲得すること指向するビジネス戦略です。これは、市場シェアの拡大や企業の成長に直接寄与します。スクリプトでは、顧客への執着と顧客獲得のバランスが重要であると述べられており、特に成長段階の企業においては、新しい顧客の獲得も重要であると強調されています。

💡customer-centric culture

顧客中心文化は、企業のすべての活動や決定が顧客のニーズや満足度を最優先に考慮する文化を指します。この文化を築くことで、企業は顧客との信頼関係を強化し、長期的な成功を達成することができます。スクリプトでは、顧客への執着を通じて顧客中心文化を築く方法について説明されています。

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