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The Product Journey: How to work with customer success to create a great product feedback experience
- 4. Rebecca Notté Product Operations Manager Hannah Chaplin Director, Product Marketing
- 5. What we are chatting about today: Why Customer Success is so important for product teams How to create a feedback process that scales and works for everyone Empowering your Customer Success teams and finding the right level of transparency for product updates
- 6. The pain points of Customer Success + Product
- 7. Why should we care about Customer Success? Direct line to your users and their pains Best advocate for the Voice of the Customer Can take a lot of heavy lifting off product teams
- 8. Happier customers + better product decisions
- 9. Creating a product feedback process
- 10. Get your feedback data in one place Agree a process with Customer Success ● Elevate feedback that will drive your product strategy ● What other data will help you? ● Regular sync on customer feedback Communicate where to submit feedback and the agreed process with a Product Feedback Policy Creating a product feedback process
- 11. Share the vision Explain what you are building AND WHY (bring the data!!) Enable CS on how to talk to customers about your vision + roadmap Empowering your Customer Success teams
- 12. Choose what works for you Be targeted with your comms The “right” level of transparency
- 13. Top tips Recognise that Customer Success are a brilliant partner Agree a process between the teams to make sure CS are heard, and you get the data you need Enable the team to speak to the vision and roadmap
Editor's Notes
- Introductions - each of us Rebecca: Explain the CS and prodops role at Receptive and how things have changed since you joined Pendo Hannah: Explaining working with Aly + Rebecca at Receptive and what I do at Pendo. Prodops relationship for enablement and announcements
- Rebface Why CS is important & how we can lean into each other’s strengths … ...
- Hannah PM point of view: Customer success are close to your users everyday but this can feel overwhelming at times. Shoulder tapping etc… and basically just another channel of noise that is competing with everything else you have going on. Rebecca CS point of view: From the CS point of view, it can be frustrating because you can feel like the product team aren’t listening to you… or you don’t know how to give product feedback to product managers in a constructive way. Going into ANOTHER customer conversation without product updates (ouch) Do PMs even use our feedback??
- Rebecca: Direct line to your users and their pain. Talk about this. Absolutely invaluable! Our customer-facing teams are able to tell us SO MUCH about customer pains. Raw data comes in from a customer but CS, Support etc. help us to contextualize this. And spot trends! Hannah: Advocate for the Voice of the Customer. Talk about this. Rebecca: Takes heavy lifting off the product teams CS can gather data to take to PMs to help decision-making (inform product strategy to some extent) Help communicate updates & share knowledge, enable customers If they can speak to the product vision = helps to have BETTER PRODUCT CONVERSATIONS with customers. Full circle (Lion King) the data that lands with you will come from a place of more understanding = BETTER DATA! ne to your users and their painsTake R
- Hannah: Customers are heard and you are bringing their voice to help inform the product.
- Hannah: Product can feel that feedback is like this!! So what can you do about it?
- Rebecca: Notes from yesterday Centralize feedback Establish processes for: Collecting feedback, making sure all feedback is CENTRALIZED At risk (what do you do when a customer is threatening to churn over a feature gap?) What process do we follow if we commit to building something off the back of that? Elevating the VoC: how do we surface trends, what do we care about? Regular sync on feedback = so you can CONSUME & ENABLE, because sometimes the resulting action is not to BUILD, but to EDUCATE CS can be an extension of the product team! Know your best fit users - CSMs help identify good use cases, good customers, beta participants etc Communicate back on some requests for CS to help you communicate back to customers in turn (scale the process) Product Feedback Policy = to memorialize these processes & decisions. Helps your CSMs to act as an extension of the Product team - they understand the process & can give you the data you want, PLUS are able to be more transparent with customers & speak to the product & processes more confidently Hannah: This is WORK but it saves everyone time every day. Get it sorted and it helps you scale too !
- Hannah: Talk about the vision (what we do at Pendo - themes) Reb: Bring the data. Prodops angle. CS are our internal customer. WHY is huge. When we share roadmap with our “internal customers” we always share the why & the data behind product decisions (which we’ve had great feedback on). Hannah: Product Showcase. Showpad resources we have. What we show on the product roadmap. Enablement on how to talk to the roadmap with customers + the process for if you need to get a PM involved. Reb: Add more here about prodops processes. (See next slide) Talk about Prod Ops & PMM being bridge between Product team & internal customers BUT PMs can do this too if you don’t have this in your org. Think about this as “translating” role, i.e. NOT FEATURE DUMP but why, pain solving, etc.
- Rebecca: External customers - clarify the pain it solves + tell the story Being targeted with your communications if you are able to - directly responding to customers’ feedback
- Hannah: Brilliant partner Reb: Process Should be agile, iterate! You often won’t know what works until you’ve given it all a go. (Don’t spend too much time over thinking process because it WILL change.) Trialling with a tiger team can be really helpful. Document changes & successes as you go. Hannah: Enablement spiel