By Cindy F. Solomon
Also posted at http://bit.ly/p8zv6Z
Please retweet: 8/29 Recap: What Product Management Must Learn from Brand Managers w/ @Mack_McCoy http://bit.ly/p8zv6Z #prodmgmt
Use this as a jumping off point to blog your insights and responses.
Mack McCoy says, “If you think you’re just selling a product, you’re wrong! Customers have moved on. They see BRANDS as services and products as a component of the relationship they have with a variety of brands at any given time. Everything is migrating into a service. Customers still buy individual products, but their experience IS your brand impression - the product is important but it’s only a part of their entire relationship.”
INTRO
- Link resources for today's talk http://pack.li/2w
- Transcript of all tweets: http://slidesha.re/qUE0fT
Please welcome @Mack_McCoy, Global Product Marketer for Discussion On What Product Managers Must Learn from Brand Management to Succeed. Mack McCoy is Co-Founder, Executive Director, & Director of Social Media for Product Camp SoCal and Treasurer & Founding Board Member of Orange County Product Managers. Mack has more than a decade of experience in product marketing, business transformation, product management and quality assurance focused in the Internet and Telecommunication industries.
MENTIONED DURING TALK:
- Definition: Brand Management http://bit.ly/qBCtmP
- Definition: Product Management http://bit.ly/nBOMzL
- The Real 5 P's of Marketing http://bit.ly/rnkco3
- Find the Right Job for Your Product http://bit.ly/p7uvlQ
- Products to services: why it's not so simple http://bit.ly/oaIYdj
- Why your product must be social — not just your marketing http://bit.ly/n6Z5kB
- How is a product manager different from a brand manager? http://bit.ly/qOotHr
- Don Norman http://bit.ly/qYVVhK
Q1 How is customer experience defined in your organization?
- Reason for first question "it always starts wi/ customer! Step back: do people understand brand vs. product mgmt?" asks @Mack_McCoy
- @mack_mccoy Brand Manager asks more fundamental ques - what is the pain the customer is trying to solve? What are consumers trying to do/solve by buying ur product or service?
- @mack_mccoy brand management makes & maintains a promise to the customer
- http://t.co/0NQbvWY Brand Management def - broad: develop promise for brand 2 embody, make promise & maintain the promise
- @Mack_McCoy Apple has done a consistent job of delivering on brand promises. Excuse the fanboy, but reason why Apple succeeds is they keep promise to customrs. #prodmgmt in tech has a tendency to focus on technology instead of the customer. #prodmgmt should look to#brand management to create exceptional customer experiences
- ErikaLAndersen @Mack_McCoy: Can get so caught up in product/launch, lose sight of what customer values Question: is customer experience and brand experience the same thing?
- @Mack_McCoy says Cust Exp is subset of brand exp, it drives brand experience. Cust Exp feeds brand exp - all messaging...There is more in brand experience eg: messaging. look at cust exp from acquisition thru billing...
- ErikaLAndersen @Mack_McCoy: customer experience is biggest part of the brand experience. Thanks!
- cindyfsolomon @ErikaLAndersen brand management success is measured by customer impression, experience and resulting behavior
- @Mack_McCoy #prodmgmt should establish & maintain emotional connection with customer when developing prods & services
Q2 Where does customer experience begin and end when you think about your products/services?
- @Mack_McCoy #prodmgmt should be thinking about brand & customer exp comprehensively so u can to stay top of mind
- BreSwim Customer experience begins at first impression whether online or elsewhere
- brainmates Good #prodmgmt should consider all touch points. When deploying tech, don't lose sight of humanity.
- ErikaLAndersen @Mack_McCoy: So you're not limiting cust exp to jst prod use, but from 1st ad, set up, etc?
- ErikaLAndersen Shld user test not only prod design, but setup, uploads/downloads, everything customer does w/ prod
- @Mac_McCoy - cust exp should be defined first & foremost by the customer not by the Product Manager
- cindyfsolomon @Mack_McCoy to @ErikaLAndersen Yes, Absolutely. Its about trying to understand what is the pain you are solving
- @Mac_McCoy We r fundamentally trying to sell something so we need to understand why people want to buy
- ErikaLAndersen According to Don Norman: Design at three levels, visceral, behavioral, & reflective
- @Mack_McCoy ethnography, anthropology, customer surveys - all this info provides info about customer so we build best prod
- ErikaLAndersen Visceral: first impression; Behavioral: Using product; Reflective: thinking abt it later
Q3 In your company/position, who’s responsible for the overall customer experience? Who’s really in the driver’s seat?
- >@Mack_McCoy - Its diff for diff companies. Often Product Manager is in the middle. In small companies, its the Product Manager who drives customer experience
- BreSwim @cindyfsolomon Marketing in many cases. Often responsible for driving potential customers to become current customers.
- ErikaLAndersen Person who works with customers most, who has the empathy, should be driving
- liz_blink Is that not everyone?
- @Mack_McCoy to @BreSwim Shouldn't we go further - once we have customer, want to keep and grow them. Could argue mrktg resp...we need to go further. How do we keep current customers?
- @Mack_McCoy its a triage if its a support issue - could fall to dev, eng when enhancing existing prods...
- ErikaLAndersen I think marketing creates msgs to send out; person driving should listen more than speak
- brainmates RT @liz_blink: Is that not everyone? It should be! Unfortunately we forget about the customer in day 2 day biz…
- @Mack_McCoy products will be successful whenever salespeople have excellent rapport w/buyer, company in B2B… emulate that "warm" relationship w/B2C transactions
- brainmates Great advice from @Mack_McCoy. If we want buyers to buy, we need to create an emotional connection throughout whole journey
Q4 What drives your customers’ decision-making for buying/upgrading your products/services? Do you know? Should you care?
- > ErikaLAndersen @gander2112 says that all the time- that we must listen & observe more than telling/talking to recognize
- @mack_mccoy absolutely! To encourage brand loyalty mrktg can't be the only! Often 1st impression is from mktg
- Mack_McCoy @BreSwim Yes. Often many don't understand why brand exp is so important & their role in bldg it.
- BreSwim @cindyfsolomon @mack_mccoy Q: is it more difficult to engage employees in importance of brand experience than it is the customer?
- @liz_blink: We act as if customers distract us from work!
- cindyfsolomon A4 - leading question - of course we care as Product Managers - its what drives us!
- @Mack_McCoy we think if we have all the check boxes, then we'll win but everyone says you must build comprehensive experience
- cindyfsolomon @Mack_McCoy Wholefoods does a good job focused outside on brand impression - but don't treat their employees well...
- ErikaLAndersen Think it'd help to give engs personas, ensure countless decisions they make reflect custs?
- @Mack_McCoy older processes dehumanized data as it distilled down into features. Agile & personas return connection
- chrisboothe RT @brainmates: Good #prodmgmt should consider all touch points. When deploying tech, don't lose sight of humanity.
Q5 Where do you capture data about direct customer experience, feedback, perception?
- @Mack_McCoy now golden age of voice of customer -info readily avail at reduced cost
- @Mack_McCoy 1. many tools agregating info from all sources 2. consumer/customer panel 3. solicit feedback - surveys
- @Mack_McCoy Social Media + Customer Panel + Surveys + Feedback + Customer Support Info = ways to get 2 customer
- @Mack_McCoy Often info from customer support wasn't making it back to ProdMgmt & Engineering
- cindyfsolomon Best source of info re: product, company, customers & history is #Customer Support people & dept!
- ErikaLAndersen @cindyfsolomon: Key for prod mgmrs: make friends with customer support
- liz_blink You should be allies anyway!
Mack_McCoy Thank you! It was fun.
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