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Customer visits - 10 Do's and Don'ts
1. Customer Visits – Do’s and Don’ts
Gopal Shenoy
Director of Product, International
Care.com, Waltham, MA
2. About Me
16 years of Product Management
$1M - $350M product revenues
0 – 100,000’s of users
300+ customer visits, 10 countries
@gopalshenoy
11. #1 Don’t
Use customer visits to:
Forecast potential sales in a new market
“Product A” or “Product B” the right product?
Close a deal for sales
Help save an account for sales
12. #1 Do
Use customer visits to:
Discover unmet customer need
Discover how customers use your product today
Discover where your product fits into the customer’s
ecosystem
13. #2 Don’t
Do not take the time to define who you want to visit
and what you want to learn. After all, talking to
customers is a good thing.
14. #2 Do profile who you want to visit
• New vs. Experienced User
• Customer vs. Prospect
• User vs. Technical/Economical buyer
• Engineer vs. Manager
15. #3 Don’t
Do not qualify the customer – “All customers are the
same, so why bother?”
16. #2 Do Qualify the Customer
Clear the visit with the sales/legal/customer
support/marketing
Landmines/Locked up skeletons
Are they currently in the sales funnel?
Communicate objectives
Set expectations (Purpose & Duration)
Determine availability of right people
Schedule the visit
17. #4 Don’t
Assume what works in the US works everywhere else
in the world
24. #7 – Don’t Leave Your Opinions Behind
Too many marketing people go through the motions of
visiting customers, looking for facts that will confirm their
previously formed opinions of what should be done.
- Ries and Trout, Bottom Up Marketing
25. #7 Do - Commit to Listen …..
Nature has given to me one tongue, but two ears, that
we may hear from others twice as much as we speak.
- Epictetus, Greek philosopher
26. #8 Don’t
Start by asking for their pet enhancement
Ask convoluted, overly complex questions
(If “X=Y” and “Y=A” and “Z=D”, will it satisfy your need?)
Ask leading questions
(“Don’t you think this solution is better than the other?”)
Ask biased questions
(“We are thinking about this great idea. What do you
think about it?”)
27. #8 Do
Set expectations
Start with simple questions
Ask them about their products (get them talking)
28. #9 Don’t
Implement what customers ask for. After
all, they know the best
29. #9 Do
Customers propose solutions, not state problems
Observe the dynamics (emotions, expressions)
Facilitate discussions
Notes, notes, notes
Write down customer quotes
30. #10 Don’t
Get defensive if customer snubs the project you just
slaved on
Take control of the mouse (stupid customer!, what do
they know )
Tell them that their need is satisfied by an existing feature
31. Things will go wrong
Current issues or pet enhancements
Discussion goes off on tangents
Rips your company and everything else related
(VARs, subscription, quality etc.)
Contradicts himself
Talks about another product
32. #10 – Do - When Things Go Wrong ….
Never cut off the customer
Do not lose your cool
Acknowledge, not ratify
33. #11 - International Visits
Language barrier
Have local office arrange everything
Respect cultural differences
Dress code
34. #12 - Report Your Findings …..
Single summary report for each “group” or “segment”
Only “qualitative” results, not “quantitative”
Include customer quotes
State the next steps
Send the report to all decision makers
Tell field/sales what you learnt
36. Conclusions ….
You are EXPLORERS
Listen, listen, listen
Qualitative conclusions ONLY
Customer Visits are NOT “an all purpose research” tool
37. Thank You !
gshenoy@care.com
Blog: Software Product Manager
(productmanagementtips.com)
I am hiring – Product Manager, International at Care.com