Building Products That Reflect Customer Values

Friday honesty: Customer-centricity is a lot harder to maintain than it seems. Even for those of us in Customer Success. The tendency is always to drift toward making our processes and focus company-centric rather than customer-centric. Don't believe me? Just look at one example of this: Customer Journeys. Many teams say that they have a defined Customer Journey. But rather than actually being oriented around the customer, for many the journey map is a list of activities from the company's perspective that are built around milestones the company cares about (contract signature, go-live, renewal, etc). I know about this, because I've been guilty of it in the past myself. I confuse my activity list with a customer journey and wonder why customers aren't as successful as they'd like. While important, that isn't a customer journey. It's an activity list. It's a rut none of us mean to fall into, but it's the natural drift because we live and breathe our own organization. So what do you do about it? How can you adopt a more customer-centric mindset in this area? TRY THIS APPROACH INSTEAD: 1. List out the stages your customers' business goes through at each phase of their experience with your product. Use these to categorize journey stage, rather than your contract lifecycle. 2. For each stage, list out what their experiences, expectations, and activities should be to get the results they want. Don't focus on listing what YOU do, but rather focus on listing what a customer does at each phase of their business with your product. List out the challenges they'd face, the business benefits they'd experience, the change management they'd have to go through, the usage they'd expect. Think bigger than your product here. 3. Then map what support a customer would need to actually accomplish these desired outcomes at each stage of the journey. Think education, change management enablement, training, etc. 4. Based on all of the above, you're finally ready to start identifying what your teams do to support the customer. ____________________________________________ Following a process like this helps build customer-centricity in 3 ways: 1. It causes customers to be the center of how you decide which activities are most important to focus on. 2. It empowers your team to become prescriptive about what customers should be doing for THEIR success. 3. It exposes what you don't know about your customers' business. And if you don't know something, just ask them. Don't make assumptions when you can instead talk to your customers directly. Avoid the company-centric drift, fight to maintain true customer-centricity however you can. This isn't just a nice to have in 2024. It's a business imperative that's important for any business to survive in this climate. But I want to hear from you! How do you guard your org from drifting to company-centricity? #SaaS #CustomerSuccess #Leadership #CustomerCentric

I've seen my fair share of product development processes. JPD's approach stands out as particularly principled and well thought out. Here are the five most important things about how they build product: 𝗙𝗮𝗰𝗲𝘁 𝗢𝗻𝗲 - 𝗧𝗵𝗲 𝗟𝗶𝗴𝗵𝘁𝗵𝗼𝘂𝘀𝗲 𝗣𝗵𝗶𝗹𝗼𝘀𝗼𝗽𝗵𝘆 As Catalin Bridinel, Head of Design, explains: "The product is a ship, and the user is a lighthouse that gives you direction." This is more than a cute metaphor - it's a fundamental operating principle that multiple interviewees brought up. It manifested, for instance, in the early access program stages: Step 1 - Deep dive with 10 carefully selected customers Step 2 - Expand to 100 customers for broader validation Step 3 - Then 1000 and GA And it does in a million little other ways. 𝗙𝗮𝗰𝗲𝘁 𝗧𝘄𝗼 - 𝗧𝗵𝗲 𝗧𝗲𝗮𝗺 𝗦𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲 They have Five Autonomous Squads: 1. PM Experience Squad: Focused on core product manager workflows 2. Admin Experience Squad: Handling the critical but often overlooked admin experience 3. Cross-flow Integration Squad: Making JPD play well with the broader Jira ecosystem 4. Infrastructure Squad: Ensuring performance at scale 5. Growth Squad: Driving adoption and expansion Having each squad own specific components end-to-end has transformed their development process. As Edouard Kaiser, Head of Engineering, put it: "Before, everyone owned everything - which meant no one owned anything." JPD operates with a surprisingly lean team of about 50 people, including just 3 PMs (plus Tanguy). 𝗙𝗮𝗰𝗲𝘁 𝗧𝗵𝗿𝗲𝗲 - 𝗧𝗵𝗲 𝗣𝗹𝗮𝗻𝗻𝗶𝗻𝗴 𝗖𝗮𝗱𝗲𝗻𝗰𝗲 Instead of rigid quarterly planning, they've adopted a "nested timeframe" approach: 1. Strategic Planning (Every 6 Months): - Create opportunity solution trees - Define key strategic bets - Align on major initiatives 2. Weekly Rhythm: - Monday: PM Loom updates (3-5 minutes each) - Wednesday: PM sparring sessions - Friday: "Dojo" sessions for deep dives 𝗙𝗮𝗰𝗲𝘁 𝗙𝗼𝘂𝗿 - 𝗧𝗵𝗲 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻 𝗘𝗻𝗴𝗶𝗻𝗲 They stay connected. 1. Weekly PM Rotation: - One PM owns all feedback channels - Monitors community posts - Reviews support tickets - Catalogues sales feedback 2. Video-First Customer Understanding: - Every product decision includes customer video clips - Regular customer interview reels - Visual evidence over written summaries This allows PMs to have a near-Tanguy level knowledge and understanding of the product. 𝗙𝗮𝗰𝗲𝘁 𝗙𝗶𝘃𝗲 - 𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗶𝗻 𝗣𝘂𝗯𝗹𝗶𝗰 In a delightful bit of dogfooding, JPD uses their own product to manage their development process. Their public roadmap isn't just a marketing tool - it's their actual working document. This transparency creates an interesting dynamic: they're building a product management tool while publicly showing how they manage their own product. It's a level of authenticity that I find refreshing.

Customer Success Leaders—If you're not actively shaping the Product Roadmap, you're missing a critical opportunity. The most effective organizations don’t treat CS as a participant—they rely on it as a strategic partner. Product teams should be co-designing the future with their customers. That means: ✅ Understanding emerging use cases and evolving needs ✅ Enhancing the product based on real customer insights ✅ Prioritizing with business impact and revenue in mind In today’s market—where consolidation, cost-cutting, and efficiency are top priorities—building a product that truly solves business challenges is the difference between success and irrelevance. So, how do you drive better alignment between CS and Product? Here’s what I've seen work: 1️⃣ Lead with Data & Insights -Identify the most adopted and least adopted product features -Pinpoint where customers are dropping off and why -Find personas and use cases that drive the most value -Look for patterns and trends across your customer base 2️⃣ Support Data with Customer Stories -Conduct interviews and surveys to capture direct feedback -Dive into workflows and edge cases to understand nuances -Align product evolution with customer goals and business objectives 3️⃣ Prioritize Product Feedback Strategically -Leverage customer data to rank impact and urgency -Tie feedback to revenue—renewals, expansions, and upsells -Ensure recommendations align with the broader product vision 4️⃣ Maintain an Open Dialogue -Establish a structured collaboration rhythm (bi-weekly syncs, Slack channels, shared roadmaps) -Keep all teams informed on designs, timelines, and priorities -Be clear, concise, and adaptable—Product is balancing competing priorities across the org 5️⃣ Close the Loop—Every Time -Set clear expectations with customers early and often -Enable Product teams to engage directly with customers for firsthand learning -Continue gathering feedback even after launch (beta programs, customer advisory boards) At the end of the day, great products are built by teams who stay close to the customer. CS should not be a passive observer in product development—it should be a driving force. When you get this right, you influence retention, expansion, and advocacy. And that’s a business win. __________________ 📣 If you liked my post, you’ll love my newsletter. Every week I share learnings, advice and strategies from my experience going from CSM to CCO. Join 12k+ subscribers of The Journey and turn insights into action. Sign up on my profile.

A client recently asked, “We’ve always won with our prices, but now it’s not cutting it. What shifted?” Here’s what happened: The market evolved, customer needs shifted, yet their strategy stayed the same. After reassessing their approach and making a few key adjustments, we saw immediate results: customer engagement soared, brand loyalty grew, and sales exceeded expectations, without having to lower prices. The truth is—competing on price is a losing game. True success comes from standing out in ways that don’t rely on discounting. I call this the “Value-First Growth Strategy.” It’s about creating a brand that customers want to support, not just because it’s cheap, but because it speaks to their values and needs. Here’s how to apply it: 🔸 Focus on Your Brand’s Story • Share your brand’s mission, its values, and the purpose behind what you do. • People connect with stories that resonate with their beliefs. The benefit: A powerful story creates a deeper connection, making your brand unforgettable. 🔸 Offer Exceptional Customer Experience • Create a seamless and personalized experience for every customer. • Make communication easy and every touchpoint memorable. The benefit: A great experience drives loyalty and referrals that go beyond price. 🔸 Create Emotional Connections • Engage your audience by speaking to their hopes, challenges, and dreams. • Build messages that feel personal and relevant. The benefit: Emotional connections foster lasting relationships that transcend cost. 🔸 Be a Thought Leader in Your Industry • Share valuable insights and engage in meaningful conversations within your niche. • Position your brand as a trusted advisor. The benefit: Being recognized as an expert builds credibility, making price less of a concern. 🔸 Create Exclusivity and Urgency • Offer special deals, limited-time products, or exclusive features. • Create a sense of urgency that adds premium value to your brand. The benefit: Exclusivity increases perceived value and drives urgency to act. 🔸 Highlight Social Responsibility and Sustainability • Show how your brand supports causes that align with your audience’s values. • Communicate how you’re contributing to positive change. The benefit: Consumers gravitate toward brands with a purpose and are willing to invest in that alignment. 🔸 Keep Improving Your Product or Service • Continuously refine your product or service to meet evolving customer needs. • Commit to quality and innovation. The benefit: Continuous improvement shows your dedication to excellence, justifying your pricing and fostering trust. The truth? Standing out without competing on price is all about the value you offer, and the connections you create. How are you differentiating your brand without relying on price? Drop a comment! ⸻ ♻️ REPOST if this resonated with you! ➡️ FOLLOW Rheanne Razo for more B2B growth strategies, client success, and real-world business insights.

Agile alone isn’t enough. Delivering new features to customers early and often is great, but… If you’re solving the wrong problem, you’re wasting the business’s time.    If you’re delivering the wrong solution, you’re wasting the customer’s time and treating them like guinea pigs. It takes more than agile delivery to keep customers happy and grow your business. It takes: 🔵 Product Strategy - Identify the right problem to solve 🔵 Product Discovery - Find the right solution to the problem, validated against the business and the customer’s needs 🔵 Product Delivery - Build and deliver the right solution, delighting the customer and iterating based on feedback for improvement All three need to be agile, aligned, and constantly working together to create real value instead of guessing and treating customers like test subjects. The saying that you only get one chance to make a good first impression is timeless for a reason. Working software isn’t the primary measure of progress. It’s working software that customers find valuable, removes their bottlenecks, and solves their problems. #agile #product #saas