Role: Product Manager

Scenario One: Who are you talking to?

Picture this: You’re a PM at a company that’s designing a new app. In the spirit of customer centricity, you’re actively getting feedback. You’re regularly talking to a couple of hyper-engaged customers from Company X. It’s a large company and you’ve got a strong relationship with one of their internal champions who’s easy to get in touch with. During one of these customer feedback sessions, a developer on your team joins the call, too. Afterwards, while you’re confident things are headed in the right direction, your developer wonders out loud why the customer thinks to feature A is great if she really hasn’t used it yet.

Contacting the same customer for feedback on every new thing your company is working on isn’t the best approach. Why? If you’re not careful, you might end up thinking about her as representative of all the rest of your customers with the same job title. That’s likely not the case, so you should also be talking to customers at different companies with different needs for whatever it is you’re building. Another thing to think about: if it’s just you talking to the same customer all the time, you’ll often believe that your organization is always building the right thing. Inviting other people in your organization to collaborate with you on those customer calls might uncover a different perspective, as your developer did in the previous scenario. Having those two or three perspectives in the room is greater as a whole than as individual viewpoints.

Scenario Two: What are you measuring?

Get smart 

The same applies to determining the goal of the work and the value to the customer using SMART objectives. Many of us are familiar with these. But really, how often do you and the team take the time to get alignment and a clear, shared understanding of all the details of your objective? Is it specific, measurable, achievable, realistic, and time-bound (SMART)? Or is it just specific but not measurable?

And remember, it’s ok to fail, as long as you’re learning and applying what you learn to improve. The learning part is only possible in a culture that allows for failure, for example, where you’re not hitting the metrics. It’s a culture where people don’t feel the need to mess with the data or avoid committing to a measure from the beginning. It’s part of the innovation process to fail. If the culture doesn’t allow for that, then you’ll get a culture of people that skip that step on purpose to make it look like they’re successful..

The trap of the feature factory is easy to fall into. I hope now that you have a clear path to: 

• Improve how you collect and perceive customer feedback
• Write clearer KPIs with baseline metrics
• Clearly define and align on SMART goals across teams

Armed with this information, you can better recognize the trap, and use your PO/PM relationship to stay out of it. 

Check back soon for another post in our PO/PM success series.

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