The greatest athletes in every sport have one thing in common – the innate ability to see plays before they happen. If you’re a product manager, imagine how great it would be to envision the ultimate customer success stories before you build the product.
If you aspire to be the Michael Jordan, Serena Williams or Wayne Gretzky of product managers, you just have to step outside the metaphorical product box and see the game through the eyes of the customer. No small feat for anyone who lives, breathes, eats and sleeps products!
Here’s the deal. Your target customers are on a never-ending quest to get better at whatever they do. In B2B, the ultimate customer success stories demonstrate the measurable impact your products have at all levels of the organization – the users, the department heads and the C-suite.
Bringing the Customer Success Stories to Life
Here are some guidelines that will help you create customer success stories before they happen.
- Gather your entire team of product managers into a single room. Since all of your products target the same markets and customers, there’s only one view of the customer you need – their view.
- Start with the end in mind. For each vertical market, put your customer CEO hat on and define their top 3-5 strategic goals and initiatives (not needs or problems), using their vocabulary.
- Follow the breadcrumbs down into the departments – and identify the biggest obstacles those departments need to remove in support of the strategic goals.
- Once you have the A-list priorities for the department heads, identify the job roles and job tasks that have to change and the changes required to meet the goals of the department.
You now have the playbook for a great customer success story. You’ve mapped out how you’re going to improve the specific job tasks of named roles in ways that advance the goals of the department. And you’ve connected the dots between those department goals and the strategic goals of the organization.
All you have to do now is create the solution that meets the need. If you do that, the strategic value is there by default. And if it has strategic value to the customer, that translates into more revenue and strategic value for you.
If your products, marketing messages and sales conversations just aren’t hitting the mark, contact Proficientz and learn how you can’t miss with a “customer goal” approach to product management, product marketing and sales.
Related Article: Stop Looking For Customer Problems