Most companies today say they are “customer centric.” Yet many still make decisions primarily based on competitor threats, technical architecture, or executive opinions. So what sets apart those that talk the talk, and those that walk the walk? Join Nextdoor's Head of Product Tatyana Mamut, PhD -- who wrote the book on Human Centered Design and led product teams at Amazon, Salesforce, and IDEO -- as she outlines the 7 habits of truly customer-centric companies. She'll cover habits that encompass processes, metrics, and decision-making -- which combined, allow product teams to achieve true customer obsession.

1. Organizing for Customer Centricity
Tatyana Mamut Hannah Flynn
With: Moderated by:
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Setting the Customer’s Journey
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2. Revulytics gives any software producers deep and actionable insight into
who is using their software products and how they are being used, and the
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and retain customers, and make decisions about licensing and cloud
transformation strategies.

3. Setting the Customer’s Journey
Webinar Series
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https://www.productmanagementtoday.com/webinar-series/setting-the-customer-s-journey/

4. About Tatyana Mamut
Tatyana Mamut is a transformative leader in Silicon Valley who drives innovation by understanding customers
deeply and leading through empathy. She is a serial entre/intrapreneur, building successful products at Amazon,
Salesforce, Nextdoor and IDEO. She is currently Head of Product at Nextdoor, the world's leading social network
for neighborhoods. At Amazon Web Services, Tatyana was General Manager & Director of Product, where she
built a revolutionary new software product and scaled the team from 2 to 150 engineers, product managers, and
designers. At Salesforce, she was Vice President of Product Experience for the IoT (Internet of Things) Cloud,
where she led the vision and development for the democratization of IoT technology.
Tatyana was also an executive at IDEO, where she built and led the Organization Design practice globally. She
started her career in global advertising, working at Leo Burnett in Chicago, London, and Moscow. She has won
several design & advertising awards for her work at IDEO & Leo Burnett, and holds multiple patents for her
inventions at Salesforce & Amazon. Tatyana has a PhD in cultural anthropology from UC Berkeley and a BA in
economics from Amherst College. She is a refugee from eastern Ukraine and comes from three generations of
Soviet professional women. She lives with her spouse, two daughters, and Siberian street dog in San Francisco.
About Hannah Flynn
Hannah went to The University of Chicago, where she majored in Environmental Studies with a concentration in
Economics and Policy. She now works with Aggregage on social media strategy and webinar production for Product
Management Today and B2B Marketing Zone.
Setting the Customer’s Journey
Webinar Series

5. Organizing for
Customer Centricity
Tatyana Mamut, PhD
Head of Product, Nextdoor
www.tmamut.com

7. ENGINE

8. WEATHER

9. PIRATES

10. NEW DEADLINE

11. MAKING DECISIONS UNDER CONDITIONS OF:
Uncertainty, Ambiguity, Partial Knowledge

12. MAKE THE CUSTOMER
YOUR
NORTH STAR
1

19. 2
OBSESS OVER CUSTOMERS

20. “CUSTOMER
OBSESSED INSTEAD
OF TECHNOLOGY,
COMPETITOR,
BUSINESS MODEL,
PRODUCT”

21. 3
RESIST PROXIES

22. “Good inventors and designers deeply understand their
customer. They spend tremendous energy developing that
intuition. They study and understand many anecdotes rather
than only the averages you’ll find on surveys. They live with
the design.
I’m not against beta testing or surveys. But you, the product or
service owner, must understand the customer, have a vision,
and love the offering. Then, beta testing and research [and
process] can help you find your blind spots. A remarkable
customer experience starts with heart, intuition, curiosity, play,
guts, taste. You won’t find any of it in a survey.” (Jeff Bezos)

23. SURVEYS
& TESTS

24. SALESPEOPLE

25. FICTIONAL
CUSTOMERS
(ie. personas)

27. QUESTION 1:
DOES YOUR TEAM HAVE THE
PROCESSES TO OBSESS OVER
CUSTOMERS “INSTEAD OF TECH,
PRODUCT, COMPETITION, BIZ
MODEL” AND TO “RESIST PROXIES”?

28. QUESTION 1:
A. YES WE HAVE ENOUGH!
B. WE HAVE SOME, BUT NOT
ENOUGH
C. WE DON’T DO A GREAT JOB
OBSESSING OVER CUSTOMERS
INSTEAD OF OTHER THINGS

29. 4
MEASURE WHAT MATTERS TO
CUSTOMERS, NOT TO YOU

33. 5
SHARE IDEAS EARLY,
AND OFTEN

38. QUESTION 2:
DO YOU MEASURE WHAT MATTERS
TO YOUR CUSTOMERS, AND
DELIVER ON YOUR MISSION
STATEMENT DAILY?

39. QUESTION 2:
A. OUR METRICS & LEARNINGS ARE
CUSTOMER-FOCUSED
B. WE MEASURE WHAT MATTERS TO
“THE BUSINESS” NOT OUR
CUSTOMER OR MISSION

40. 6PROMOTE AND REWARD
BASED ON CUSTOMER
FEEDBACK

43. 7 NEVER BE SATISFIED
(BECAUSE CUSTOMERS
NEVER ARE)

45. QUESTION 3:
DO CUSTOMERS HAVE A STRONG
VOICE IN INTERNAL PROMOTION
DECISIONS?

46. QUESTION 3:
A. YES! OUR LEADERS GOT THERE BY
FOCUSING ON CUSTOMERS
B. NOT REALLY - INTERNAL BUSINESS
DYNAMICS ARE USUALLY MORE
IMPORTANT IN PROMOTIONS

47. 7Make the Customer Your North Star
Obsess over Customers
Resist Proxies
Measure what Matters to Customers
Share Ideas Early, and Often
Promote based on Customers
Never be Satisfied
Ways to organize for
customer centricity

49. Thank You.
Tatyana Mamut, PhD
www.tmamut.com

50. Setting the Customer’s Journey
Webinar Series
Q&A
Hannah Flynn
With: Moderated by:
Head of Product, Nextdoor
Tatyana Mamut
Site editor, Product Management Today
https://www.productmanagementtoday.com/webinar-series/setting-the-customer-s-journey/