Organizing for Customer Centricity

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How do you build digital products that serve real customer needs? Seasoned product development expert, Tatyana Mamut shared her three principles for organizing people, product and processes for customer centricity at Amplitude's DATAfest 2018.

Leadership & Management

TATYANAMAMUT,PHD
tmamut.com
ORGANIZINGFOR
CUSTOMER
CENTRICITY

Is there a common factor
that separates successful
from unsuccessful
products?

The common factor is:  
focusing on customers 
above all else

HERE’S WHAT PRODUCT
LEADERS DO TO CREATE IT
If Customer Obsession is the key…

IDENTIFY
THE RIGHT THING
TO BUILD
What are the compelling customer  
needs & habits?
What will customers need in the  
future?
How do we make sure we are  
focused on customer needs,  
not executive opinions?
FIGURE OUT  
HOW TO BUILD IT  
RIGHT
How can we quickly 
build & test?
What are the technical and organizational
constraints? 
How will we organize to drive ﬁnancial
proﬁtability?

FIGURE OUT  
HOW TO BUILD IT  
RIGHT
How can we quickly  
build & test?
What are the technical and organizational
constraints? 
How will we organize to drive ﬁnancial
proﬁtability?
IDENTIFY
THE RIGHT THING
TO BUILD
What are the compelling customer  
needs & habits?
What will customers need in the  
future?
How do we make sure we are  
focused on customer needs,  
not executive opinions?

PROCESS
METRICS
TALENT
Organizing for Customer Centricity

CENTER DECISIONS  
AROUND THE CUSTOMER
1. Process

WORKING  
BACKWARDS FROM  
THE CUSTOMER:
PRFAQ

“WHEN THE ANECDOTES AND THE
DATA CONFLICT, TRUST THE
ANECDOTES”
- JEFF BEZOS

BRING THE CUSTOMER
INTO EVERY ROOM:
CUSTOMER
ARTIFACTS

MEASURE WHAT MATTERS  
TO THE CUSTOMER
2. Metrics

GLOBAL PRODUCTS REQUIRE
DEEP LOCAL EXPERIENCE
3. Talent

TO BE A GREAT  
GLOBAL PRODUCT
LEADERSNEEDTO 
BEONTHEGROUND

Live and work with the people who will use your products.
Do their jobs, live in their homes. There is no substitute.

THANK YOU
—
—
Tatyana Mamut, PhD
in/tmamut
www.tmamut.com

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Organizing for Customer Centricity

1. TATYANAMAMUT,PHD tmamut.com ORGANIZINGFOR CUSTOMER CENTRICITY

2. Is there a common factor that separates successful from unsuccessful products?

10. The common factor is:   focusing on customers  above all else

11.

12. HERE’S WHAT PRODUCT LEADERS DO TO CREATE IT If Customer Obsession is the key…

13. IDENTIFY THE RIGHT THING TO BUILD What are the compelling customer   needs & habits? What will customers need in the   future? How do we make sure we are   focused on customer needs,   not executive opinions? FIGURE OUT   HOW TO BUILD IT   RIGHT How can we quickly  build & test? What are the technical and organizational constraints?  How will we organize to drive ﬁnancial proﬁtability?

14. FIGURE OUT   HOW TO BUILD IT   RIGHT How can we quickly   build & test? What are the technical and organizational constraints?  How will we organize to drive ﬁnancial proﬁtability? IDENTIFY THE RIGHT THING TO BUILD What are the compelling customer   needs & habits? What will customers need in the   future? How do we make sure we are   focused on customer needs,   not executive opinions?

15. PROCESS METRICS TALENT Organizing for Customer Centricity

16. CENTER DECISIONS   AROUND THE CUSTOMER 1. Process

17.

18. WORKING   BACKWARDS FROM   THE CUSTOMER: PRFAQ

19. “WHEN THE ANECDOTES AND THE DATA CONFLICT, TRUST THE ANECDOTES” - JEFF BEZOS

20. BRING THE CUSTOMER INTO EVERY ROOM: CUSTOMER ARTIFACTS

21. MEASURE WHAT MATTERS   TO THE CUSTOMER 2. Metrics

22. FOCUS ON: 2-3CORE CUSTOMER BENEFITS

23.

24. GLOBAL PRODUCTS REQUIRE DEEP LOCAL EXPERIENCE 3. Talent

25. TO BE A GREAT   GLOBAL PRODUCT LEADERSNEEDTO  BEONTHEGROUND

26. Live and work with the people who will use your products. Do their jobs, live in their homes. There is no substitute.

27. THANK YOU — — Tatyana Mamut, PhD in/tmamut www.tmamut.com

Organizing for Customer Centricity

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