Transcript: Role of Customer in Product Management & Marketing
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Transcript from June 13, 2011 Global Product Management Talk on twitter: Role of Customer in Product Management and Marketing with Gregory Yankelovich of Amplified Analytics
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Transcript: Role of Customer in Product Management & Marketing
- 1. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dY ProdMgmtTalk Never participated in a twitter chat? FAQs - http://bit.ly/i88OuC Join us! How to participate in Global Prod Mgmt Talk http://bit.ly/i3f5Q7 ProdMgmtTalk See a list of all the twitter chats: 429 and growing! Twitter Chat Schedule http://bit.ly/dJVfHk ProdMgmtTalk Get ready! Join us at http://tweetchat.com/room/prodmgmttalk automatically appends hashtag prodmgmttalk #prodmgmt # ProdMgmtTalk Discussion questions from each talk http://on.fb.me/fFRi7b Today’s questions: http://on.fb.me/iefCRB ProdMgmtTalk 2 minutes to go! Please introduce yourself & where you're from when you come in! GnosisArts Remember, if you forget chat day/time, txt hashtag (e.g., ) to 513.655.2216. Good 4 any chat. ProdMgmtTalk 2 minutes to start! Format: Question will be Q1,2,3 please answer with A1, 2, 3 ProdMgmtTalk And its time to start!!! Role of Customer in Product Management and Marketing with Gregory Yankelovich of Amplified Analytics ProdMgmtTalk Welcome everyone! This is @cindyfsolomon one of your co-hosts tweeting under @prodmgmttalk across bay from San Francisco! ProdMgmtTalk Today's Press: Global Product Management Talk on Role of Customer in Product Management & Marketing PRLog http://bit.ly/k2WdxJ ProdMgmtTalk Queing up with our speaker, Gregory Yankelovich, of Amplified Analytics, on skype now! ProdMgmtTalk Our speaker Gregory, was a product manager of both software and hardware previous to starting his own software company -3:57 PM Jun 13th, 2011 brainmates Hello Everyone. Welcome to our weekly chat. Its Adrienne from Sydney. -3:57 PM Jun 13th, 2011 StacyLeidwinger Hi All: Stacy Leidwinger, Sr. Director #ProdMgmt with @Vivisimo_Inc here! -3:58 PM Jun 13th, 2011 ErikaLAndersen Erika Andersen checking in from Salt Lake City -3:58 PM Jun 13th, 2011 VFigatelix @ProdMgmtTalk hello this is Veronica from everywhere -3:59 PM Jun 13th, 2011 ProdMgmtTalk Welcome @ErikaLAnderson @StacyLeidwinger ! Today’s questions: http://on.fb.me/iefCRB -3:59 PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 1
- 2. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dY StacyLeidwinger @ErikaLAndersen Hi Erica! Twice in one day! Actually your tweet reminded me of it -4:00 PM Jun 13th, 2011 ProdMgmtTalk Please welcome today's speaker, Gregory Yankelovich, @piplzchoice, Founder & CE0 www.amplifiedanalytics.com -4:00 PM Jun 13th, 2011 charlieoliver @ProdMgmtTalk Signing in from Salt Lake City, Utah! -4:00 PM Jun 13th, 2011 brainmates Hello Ladies! @ErikaAndersen @StacyLeidwinger @ VFigatelix. -4:00 PM Jun 13th, 2011 ProdMgmtTalk Intro Gregory: For 15 years involved with Customer centric Product Management and Marketing, automating CRM Processes -4:00 PM Jun 13th, 2011 StacyLeidwinger Welcome! RT @ProdMgmtTalk: Please welcome todays speaker, Gregory Yankelovich, @piplzchoice, -4:00 PM Jun 13th, 2011 charlieoliver RT @ProdMgmtTalk: Please welcome today's speaker, Gregory Yankelovich, @piplzchoice, Founder & CE0 www.amplifiedanalytics.com -4:00 PM Jun 13th, 2011 ProdMgmtTalk Intro Gregory: His firm Amplified Analytics specializes in opinion mining & natural language processing technologies -4:01 PM Jun 13th, 2011 ProdMgmtTalk Intro Gregory: His expertise is analysis of Customer generated content for Product Marketing & Brand Management applications. -4:01 PM Jun 13th, 2011 piplzchoice Thank you everyone. I am pleased to "meet" you. -4:01 PM Jun 13th, 2011 ProdMgmtTalk Our format: questions posted as Q1, Q2, Q3. Please answer with A1, A2, A3 -4:02 PM Jun 13th, 2011 Vivisimo_Inc Lurking today. Love to discuss customer exp and related topics! -4:02 PM Jun 13th, 2011 ProdMgmtTalk Welcome @Vivisimo -4:03 PM Jun 13th, 2011 lmckeogh Signing in from Boulder, hello everyone -4:03 PM Jun 13th, 2011 ProdMgmtTalk Here we go! Q1 Do you involve your customers into product planning process? -4:04 PM Jun 13th, 2011 ErikaLAndersen Awesome. We do tend to hang out a lot, don't we? RT @StacyLeidwinger: @ErikaLAndersen Hi Erika! Twice in one day! -4:04 PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 2
- 3. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dY ProdMgmtTalk Welcome @lmckeogh -4:04 PM Jun 13th, 2011 StacyLeidwinger RT @ProdMgmtTalk: Here we go! Q1 Do you involve your customers into product planning process? -4:04 PM Jun 13th, 2011 StacyLeidwinger A1: Yes, enhancement req from support/serv/sales/sales/eng or prodmgmt r logged in sys & prodmgmt prioritize -4:04 PM Jun 13th, 2011 ProdMgmtTalk "Some PMs think customers can only help improve rather contribute to innovation" from @piplzchoice -4:05 PM Jun 13th, 2011 ProdMgmtTalk RT @Vivisimo_Inc: Lurking today. Love to discuss customer exp and related topics! -4:05 PM Jun 13th, 2011 Vivisimo_Inc A1: We offer a beta prog so cust can get early view of release & make suggestions 2 incorporate b4 release date -4:06 PM Jun 13th, 2011 charlieoliver @ProdMgmtTalk @piplzchoice That answer didn't quite sense make... -4:06 PM Jun 13th, 2011 cindyfsolomon I think we need to have something concrete to give customers something to react to -4:06 PM Jun 13th, 2011 StacyLeidwinger @ProdMgmtTalk @piplzchoice I disagree. Much innovation can come from customers -4:06 PM Jun 13th, 2011 ProdMgmtTalk @charlieoliver which answer didn't make sense? -4:06 PM Jun 13th, 2011 Macmyday A1: It's now become an imperative in our biz to plan, analyse, design, develop, test every product thru customer involvement -4:07 PM Jun 13th, 2011 ErikaLAndersen A1: Certain extent must involve customer, to gain empathy and discover their needs -4:07 PM Jun 13th, 2011 charlieoliver @ProdMgmtTalk "Some PMs think customers can only help improve rather contribute to innovation" -4:07 PM Jun 13th, 2011 lmckeogh @charlieoliver @ProdMgmtTalk @piplzchoice - think it's along the line of the H. Ford quote about faster horses instead of cars -4:07 PM Jun 13th, 2011 Vivisimo_Inc RT @ErikaLAndersen: A1: Certain extent must involve customer, to gain empathy and discover their needs -4:07 PM Jun 13th, 2011 brainmates We confirm "customer" needs & problems in product planning process through qual & quant research. -4:07 PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 3
- 4. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dY piplzchoice @StacyLeidwinger I actually also think that a lot of ideas for innovation can come from customers - 4:08 PM Jun 13th, 2011 StacyLeidwinger Does it slow down productivity? RT @Macmyday: A1: Its now become an imperative in our biz to- test every product thru cust -4:08 PM Jun 13th, 2011 piplzchoice A1The trick is not to focus on the product, but on customer's experience. -4:09 PM Jun 13th, 2011 lmckeogh I think that the customer has a hard time telling you what they need. They can tell you what their problem is though. -4:09 PM Jun 13th, 2011 ErikaLAndersen Many great ideas come from observing customer environment w/ your perspective. Shut up & watch/listen -4:09 PM Jun 13th, 2011 lmckeogh Customers operate in the problem space. Prodmgmt dwells in the solution space. Trick is to get convergence -4:09 PM Jun 13th, 2011 StacyLeidwinger True RT @lmckeogh: I think that the cust has a hard time telling what they need. They can tell what their problem is though. -4:10 PM Jun 13th, 2011 brainmates Even if slows productivity at first, will get a better result at the end. @StacyLeidwinger @macmyday - 4:10 PM Jun 13th, 2011 wapolanco A1: Yes indeed. Esp at beginning. To plan, need scope. For scope, need req. For req, need client. -4:10 PM Jun 13th, 2011 charlieoliver A1, Asking the customer the _right_ questions is imperative, you need to get to the root of the request, not just fulfill it. -4:10 PM Jun 13th, 2011 piplzchoice @lmckeogh I agree, it is our job to interpret their experience into innovative design, but their experience is a key -4:10 PM Jun 13th, 2011 ErikaLAndersen RT @lmckeogh: Customers operate in the problem space. Prodmgmt dwells in the solution space. Trick is to get convergence -4:10 PM Jun 13th, 2011 brainmates RT @lmckeogh: I think that the customer has a hard time telling you what they need. They can tell you what their problem is. -4:10 PM Jun 13th, 2011 Macmyday @ProdMgmtTalk @piplzchoice Good example: Polaroid. Child of inventor asked why pics couldn't be viewed instantanously. -4:10 PM Jun 13th, 2011 ErikaLAndersen RT @charlieoliver: A1, Asking the customer the _right_ questions is imperative, must the root of request, not just fulfill. -4:10 PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 4
- 5. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dY Vivisimo_Inc And act on RT @ErikaLAndersen: Many great ideas come from observing cust environ w/ yur perspective. Shut up & watch/listen -4:11 PM Jun 13th, 2011 piplzchoice @charlieoliver A1 I am against asking the questions, it is not a good methodology for discovery, but a good one for validation -4:11 PM Jun 13th, 2011 brainmates @ErikaLAndersen @lmckeogh: I think Prodmgmt must dwell in the problem space. -4:11 PM Jun 13th, 2011 StacyLeidwinger RT @lmckeogh: Customers operate in the problem space. Prodmgmt dwells in the solution space. Trick is to get convergence -4:11 PM Jun 13th, 2011 lmckeogh Many technology companies tend to create solutions in search of problems. And then they wonder why they are failing -4:11 PM Jun 13th, 2011 cindyfsolomon A1 Asking customer questions from our perspective may be leading them w/in our tunnel vision - 4:12 PM Jun 13th, 2011 ErikaLAndersen RT @lmckeogh: Many technology companies tend to create solutions in search of problems. And then wonder why they are failing -4:12 PM Jun 13th, 2011 brainmates AMEN! RT @lmckeogh: Many technology companies tend to create solutions in search of problems. Then wonder why they are failing -4:12 PM Jun 13th, 2011 Macmyday @StacyLeidwinger Not really. It drives productivity, because it makes you stay on track. -4:12 PM Jun 13th, 2011 piplzchoice @lmckeogh This is not limited to technology -4:12 PM Jun 13th, 2011 wapolanco RT @piplzchoice: @StacyLeidwinger I actually also think that a lot of ideas for innovation can come from customers -4:12 PM Jun 13th, 2011 StacyLeidwinger That's good then RT @Macmyday:@StacyLeidwinger Not really. It drives productivity, because it makes you stay on track. -4:12 PM Jun 13th, 2011 StacyLeidwinger We try to avoid this RT @cindyfsolomon: A1 Asking cust quest from our perspective may be leading them w/in our tunnel vision -4:14 PM Jun 13th, 2011 ProdMgmtTalk Q2 If you do involve your customers into product planning process, what methods of involvement do you practice? -4:14 PM Jun 13th, 2011 StacyLeidwinger RT @ProdMgmtTalk: Q2 If you do involve your cust into product planning process, what methods of involvement do you practice? -4:15 PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 5
- 6. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dY charlieoliver @StacyLeidwinger @cindyfsolomon Try to avoid asking questions, or try to avoid questions that lead in tunnel vision? -4:15 PM Jun 13th, 2011 ErikaLAndersen Ask open-ended questions; follow their lead RT@cindyfsolomon: A1 Asking cust quest fr our perspective risks our tunnel vision -4:15 PM Jun 13th, 2011 StacyLeidwinger A2: We often review req with cust. Also hve online forum & annual cust roundtable 2 capture continuous ideas & feedback. -4:16 PM Jun 13th, 2011 piplzchoice @charlieoliver @StacyLeidwinger @cindyfsolomon Try to avoid asking closed end questions. Look for stories, not answers. -4:16 PM Jun 13th, 2011 wapolanco Asking customer questions may lead to improper req/scope. One engaging, thought-provoking Q then just listen for ideas flowing -4:16 PM Jun 13th, 2011 ErikaLAndersen RT @piplzchoice: Try to avoid asking closed end questions. Look for stories, not answers. -4:16 PM Jun 13th, 2011 Vivisimo_Inc A2: We leverage strategic accounts to help push vision -4:17 PM Jun 13th, 2011 Vivisimo_Inc Stories - I like RT @ErikaLAndersen: RT @piplzchoice: Try to avoid asking closed end questions. Look for stories, not answers. -4:17 PM Jun 13th, 2011 charlieoliver @piplzchoice @StacyLeidwinger @cindyfsolomonThanks for the clarifier! That's more or less what I meant by _right_ questions. -4:17 PM Jun 13th, 2011 gnosisarts Was there a time change for ? -4:17 PM Jun 13th, 2011 ErikaLAndersen RT @wapolanco: Asking cust Q's may lead to improper req/scope. One engagng, thought-provokng Q then listen for ideas flowing -4:17 PM Jun 13th, 2011 Macmyday A2 Observing customer in day-to-day work, observing their work & workflow. Not poss w/ any product dev obviously -4:17 PM Jun 13th, 2011 ErikaLAndersen RT @Macmyday: A2 Observing customer in day-to-day work, observing their work & workflow. Not poss w/ any product dev obviously -4:18 PM Jun 13th, 2011 brainmates A2: We create personae, scenarios & validate. We seek to identify customer goals. We don't ask product related questions -4:18 PM Jun 13th, 2011 wapolanco A2: Bounce ideas back/forth in a casual setting. Drinks, Lunch, etc. Casual (offsite) in my exp generates better feedback -4:18 PM Jun 13th, 2011 ProdMgmtTalk @gnosisarts we've been starting at 4:00 PM PDT to accomodate our Australian colleagues time change last month -4:18 PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 6
- 7. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dY piplzchoice A2. Asking questions leads to discussion about the product. What you want is them telling you about their current experience -4:18 PM Jun 13th, 2011 lmckeogh A2: identify the most important customer in the value chain, observe their pain points & create a strawman for their comments -4:18 PM Jun 13th, 2011 brainmates @gnosisarts Its always on at this time. -4:18 PM Jun 13th, 2011 StacyLeidwinger A2: Reg scheduled product roadmap meetings which incl review of cust req from services/sales/support etc -4:19 PM Jun 13th, 2011 lmckeogh w/ the strawman RT @wapolanco: A2: Bounce ideas back/forth in a casual setting. Drinks, Lunch, etc. - 4:19 PM Jun 13th, 2011 ErikaLAndersen @brainmates So use customer input to discover needs/stories; then your expertise to dev products -4:19 PM Jun 13th, 2011 wapolanco Well put RT @piplzchoice: Asking Qs leads to disc about the product. What you want is them telling about their current exp -4:19 PM Jun 13th, 2011 StacyLeidwinger Yes must know target cust RT @lmckeogh: A2 identify the most important customer in the value chain, observe their pain points -4:20 PM Jun 13th, 2011 brainmates Yes! RT @ErikaLAndersen: @brainmates So use customer input to discover needs/stories; then your expertise to dev products -4:20 PM Jun 13th, 2011 ErikaLAndersen RT @wapolanco: A2: Bounce ideas back/forth in a casual setting. Drinks, Lunch, etc. Casual (offsite) generates better feedback -4:20 PM Jun 13th, 2011 Vivisimo_Inc RT @StacyLeidwinger: Yes must know target cust RT@lmckeogh: A2 identify the most important customer in the value chain, -4:20 PM Jun 13th, 2011 Macmyday A2 Workflow (or any other observations) should be persona based. Look for problems you can solve, e.g. inefficiencies. -4:21 PM Jun 13th, 2011 cindyfsolomon @piplzchoice is making a distinction between asking customer questions to get their words vs. understanding their experience -4:21 PM Jun 13th, 2011 StacyLeidwinger RT @Macmyday: A2 Observing customer in day-to-day work, observing their work & workflow. Not poss w/ any product dev obviously -4:22 PM Jun 13th, 2011 gnosisarts @ProdMgmtTalk Ok. Please don't forget to update it on the wiki. Thanks. http://t.co/K4zlrFk -4:22 PM Jun 13th, 2011 ErikaLAndersen RT @Macmyday: A2 Workflow (or other observations) should be persona based. Look problems you can solve, e.g. inefficiencies. -4:22 PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 7
- 8. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dY ProdMgmtTalk Q3 If you don't involve your customers into the product planning process, what's rationale you use against the involvement? -4:22 PM Jun 13th, 2011 wapolanco Also, don't underestimate the power of the survey. A well thought out survey that motivates client often yields great results. -4:23 PM Jun 13th, 2011 StacyLeidwinger Q3: Even if u involve,1 thing must watch as PM is not 2 get side tracked with day to day & making things “better”. -4:24 PM Jun 13th, 2011 lmckeogh A3: the only rationale against their involvement would be if you are looking to fail, IMO -4:24 PM Jun 13th, 2011 ErikaLAndersen Q3 I've heard Apple doesn't involve customers, but they design for themselves & secrecy paramount -4:24 PM Jun 13th, 2011 brainmates A2: Also we a create hypothesis at the start of the product dev process. And then verify through research. -4:25 PM Jun 13th, 2011 cindyfsolomon So its not just specific customers - all potential customers of product that we need to be able to understand their experience -4:25 PM Jun 13th, 2011 Macmyday <ShamelessSelfPromotion>Customer interactionhttp://t.co/OM2pkC4 </ShamelessSelfPromotion> - 4:25 PM Jun 13th, 2011 StacyLeidwinger A3: Cust can often get u sucked into weeds of detail, need to continually keep an eye on what is actual prob -4:25 PM Jun 13th, 2011 piplzchoice A2 The best practice inIMO is not to focus on your product or your current market. this will limit your ideas for innovation. -4:25 PM Jun 13th, 2011 ErikaLAndersen Concerned though that ppl think, If Apple doesn't involve customers, we shouldn't" -4:25 PM Jun 13th, 2011 brainmates @ErikaLAndersen: Apple spends a lot of time observing customer, trends and the market -4:26 PM Jun 13th, 2011 Macmyday RT @piplzchoice is making a distinction between asking customer questions to get their words vs.understanding their experience -4:26 PM Jun 13th, 2011 StacyLeidwinger Thy KNOW their cust. RT @brainmates:@ErikaLAndersen: Apple spends a lot of time observing customer, trends and the market -4:26 PM Jun 13th, 2011 ErikaLAndersen Yes! RT @piplzchoice: A2 The best practice not to focus on your product/current market. will limit ideas for innovation. -4:26 PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 8
- 9. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dY wapolanco Very true RT @ErikaLAndersen: Q3 Ive heard Apple doesnt involve customers, but they design for themselves & secrecy paramount -4:27 PM Jun 13th, 2011 piplzchoice @ErikaLAndersen It is a myth based on the fact that Apple doesn't but Market Research. They do a lot of market intelligence -4:27 PM Jun 13th, 2011 ProdMgmtTalk Indeed! RT @ErikaLAndersen: Concerned though that ppl think, If Apple doesnt involve customers, we shouldnt" -4:27 PM Jun 13th, 2011 Vivisimo_Inc Cust intimacy = Beginning of excellence RT@StacyLeidwinger: They KNOW their cust. RT @brainmates:@ErikaLAndersen: -4:27 PM Jun 13th, 2011 wapolanco Apple indeed doesn't ask questions from customers but they do listen to what market is saying and build visions from there. -4:27 PM Jun 13th, 2011 StacyLeidwinger Agreed! RT @piplzchoice: A2 The best practice not to focus on your product/current market. will limit ideas for innovation. -4:28 PM Jun 13th, 2011 brainmates RT @piplzchoice: It is a myth based on the fact that Apple doesnt buy Market Research. They do a lot of market intelligence -4:28 PM Jun 13th, 2011 jan190 RT @brainmates: A2: We create personae, scenarios & validate. We seek to identify customer goals. We don't ask product related questions -4:28 PM Jun 13th, 2011 piplzchoice @ErikaLAndersen It is a myth based on the fact that Apple doesnt buy Market Research. They do a lot of market intelligence -4:28 PM Jun 13th, 2011 ProdMgmtTalk Silicon Valley mythology that Steve Jobs doesn't care about customer experience - Apple pays for academic researchers internal -4:28 PM Jun 13th, 2011 ErikaLAndersen Apple gets the information, but using diff. methods that fit strategy -4:28 PM Jun 13th, 2011 Vivisimo_Inc RT @ErikaLAndersen: Apple gets the information, but using diff. methods that fit strategy -4:28 PM Jun 13th, 2011 ProdMgmtTalk Welcome @jan190 ! -4:29 PM Jun 13th, 2011 piplzchoice @ErikaLAndersen They are very big on Ethnographic research -4:29 PM Jun 13th, 2011 ProdMgmtTalk Moving on! Q4 What metrics are you using to measure Product Management performance? -4:29 PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 9
- 10. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dY Macmyday A3 If implementing enhancements from an already existing functionality to another area. Ie. cust exp. already tested -4:29 PM Jun 13th, 2011 ErikaLAndersen I think Steve Jobs passionate about customer exp., but letting ppl know diminishes mythos -4:29 PM Jun 13th, 2011 ErikaLAndersen RT @jan190: RT @brainmates: A2: We create personae, scenarios & validate. seek cust goals.We dont ask prod-relatd Q's -4:30 PM Jun 13th, 2011 StacyLeidwinger A4: Currently soft metricssoft metrics. # new cust, level of cust sat, press on a new release, analyst interest, etc. -4:31 PM Jun 13th, 2011 charlieoliver RT @piplzchoice: Its a myth based on the fact that Apple doesnt buy Market Research. They do a lot of market intelligence. -4:32 PM Jun 13th, 2011 StacyLeidwinger A3: Incrementals necessary but if u lose sight of big innov will be hard to capture net new & keep existing -4:32 PM Jun 13th, 2011 brainmates A4: Revenue, Sales, Gross Margin. Go back to the business case & see if you've delivered #prodmgmt #metrics -4:32 PM Jun 13th, 2011 wapolanco A3: Visits/conversions/sales and the ever important Customer Feedback. Complaints? -4:32 PM Jun 13th, 2011 ErikaLAndersen Ques abt Q4: Product Management performance generally, or specific aspect? -4:32 PM Jun 13th, 2011 Macmyday Something interesting to read about Applehttp://t.co/shuTkpB -4:33 PM Jun 13th, 2011 StacyLeidwinger RT @wapolanco: A3: Visits/conversions/sales and the ever important Customer Feedback. Complaints? -4:33 PM Jun 13th, 2011 wapolanco A4: Visits/conversions/sales and the ever important Customer Feedback. Complaints? -4:33 PM Jun 13th, 2011 ProdMgmtTalk (Thanks for specifying which quest you’re answering) Q4 What metrics are you using to measure Product Management performance? -4:33 PM Jun 13th, 2011 cindyfsolomon Revenue could be poor despite great product if other orgs in enterprise failing to perform -4:34 PM Jun 13th, 2011 lmckeogh A4: quality of personaes, requirements, & analysis. Credibility inside/outside the company -4:34 PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 10
- 11. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dY Vivisimo_Inc RT @StacyLeidwinger: A4: soft metrics. # new cust, level of cust sat, press on a new release, analyst interest, etc. -4:35 PM Jun 13th, 2011 piplzchoice A4 You need metrics to isolate the contribution of PM from other organization performance. Product adoption/traction. -4:35 PM Jun 13th, 2011 Macmyday A4 NPS (Net Promoter Score) http://t.co/guGqmDa -4:35 PM Jun 13th, 2011 StacyLeidwinger @Macmyday Thanks saved for later -4:35 PM Jun 13th, 2011 lmckeogh I looked that up the other day and wasn't too impressed /w it. Can you add? RT @Macmyday: A4 NPS (Net Promoter Score) -4:36 PM Jun 13th, 2011 ProdMgmtTalk RT @Macmyday: A4 NPS (Net Promoter Score)http://t.co/guGqmDa tool used to gauge loyalty of firm's cust relationships. -4:36 PM Jun 13th, 2011 ErikaLAndersen How to convert to metrics to compare across PMs, quarters? RT @wapolanco: A4: Visits/conversions/sales/cust fdbk/complaints -4:36 PM Jun 13th, 2011 Macmyday @StacyLeidwinger For me the crucial bit in this article is paragraph no. 6 ;) Tells you exactly why Apple succeeds -4:37 PM Jun 13th, 2011 cindyfsolomon Which metrics to measure product management great debate & topic -4:37 PM Jun 13th, 2011 brainmates I think #prodmgmt should be responsible for hard metrics. If #prodmgmt doesnt care for the P&L - who should? -4:38 PM Jun 13th, 2011 Macmyday @lmckeogh Advantage is that it's quick (2 Qs only) and therefore can be done continuously throughout year. -4:38 PM Jun 13th, 2011 lmckeogh Interview w/ CEO asked me about metrics. I indicated P&L #'s. Response was only she saw those. Okay, I'll try again... -4:38 PM Jun 13th, 2011 ProdMgmtTalk @piplzchoice "some metrics tell you whether you're succeeding or failing - but not why this is the case" -4:38 PM Jun 13th, 2011 ErikaLAndersen Apple gets the girl RT @Macmyday: For me the crucial bit in this article is par no. 6 ;) Tells you exactly why Apple succeeds -4:38 PM Jun 13th, 2011 ErikaLAndersen RT @brainmates: I think #prodmgmt should be responsible for hard metrics. If #prodmgmt doesnt care for the P&L - who should? -4:39 PM Jun 13th, 2011 piplzchoice A4 It is important to know whether you are succeeding or failing. It is even more important to know WHY -4:39 PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 11
- 12. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dY lmckeogh RT @piplzchoice: A4 It is important to know whether you are succeeding or failing. It is even more important to know WHY -4:39 PM Jun 13th, 2011 StacyLeidwinger True RT @piplzchoice: A4 It is important to know whether you are succeeding or failing. It is even more important to know WHY -4:39 PM Jun 13th, 2011 charlieoliver @lmckeogh Yeah, that'd make it a bit hard to use the P&L's for metrics, heh. -4:39 PM Jun 13th, 2011 rcauvin A4: Measuring product success can be very different from measuring #prodmgmt. -4:40 PM Jun 13th, 2011 Macmyday @ErikaLAndersen Yep that's my favourite quote!!! Well spotted =) -4:40 PM Jun 13th, 2011 brainmates @lmckeogh Ohhh no!!! -4:40 PM Jun 13th, 2011 ErikaLAndersen A4 Some metrics common to all (P&L), but others specific to strategy -4:40 PM Jun 13th, 2011 brainmates RT @piplzchoice: It is important to know whether you are succeeding or failing. It is even more important to know WHY -4:40 PM Jun 13th, 2011 brainmates True! RT @rcauvin: A4: Measuring product success can be very different from measuring #prodmgmt. -4:40 PM Jun 13th, 2011 wapolanco @rcauvin but successful management of a product will ultimately lead to product success. No? -4:41 PM Jun 13th, 2011 charlieoliver RT @ErikaLAndersen: A4 Some metrics common to all (P&L), but others specific to strategy -4:41 PM Jun 13th, 2011 rcauvin A4: Many metrics are dependent on other departments: marcom, dev, sales, support. #prodmgmt -4:41 PM Jun 13th, 2011 nickcoster A4) Don't measure Product Mangers with project manager metrics. Thanks Jim Anderson... http://bit.ly/ktEVTc -4:41 PM Jun 13th, 2011 ErikaLAndersen Agree RT @rcauvin: A4: Measuring product success can be very different from measuring #prodmgmt. -4:41 PM Jun 13th, 2011 Macmyday Second that! RT @rcauvin A4: Measuring product success can be very different from measuring #prodmgmt. -4:41 PM Jun 13th, 2011 StacyLeidwinger This is true RT @rcauvin: A4: Many metrics are dependent on other departments: marcom, dev, sales, support.#prodmgmt -4:42 PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 12
- 13. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dY rcauvin @wapolanco Unfortunately, no! #prodmgmt can perform flawlessly but product may fail if other depts don't execute. -4:42 PM Jun 13th, 2011 piplzchoice A4 You need metrics point to areas of improvements & measure your progress. Measure how your product meets customer needs. -4:42 PM Jun 13th, 2011 charlieoliver @nickcoster Saved for later, thanks for sharing! -4:42 PM Jun 13th, 2011 brainmates RT @nickcoster: Dont measure Product Mangers with project manager metrics. Thanks Jim Anderson...http://bit.ly/ktEVTc -4:42 PM Jun 13th, 2011 ErikaLAndersen Customer satisfaction diff too RT @rcauvin: A4: Measuring product success can be very different from measuring#prodmgmt. -4:42 PM Jun 13th, 2011 lmckeogh Read some soft answers, but was there anything hard for Q4? How do you explain to others what we do all day? or did I miss it -4:44 PM Jun 13th, 2011 cindyfsolomon Is gross product margin a product management issue? (behind the scenes debate on skype) -4:44 PM Jun 13th, 2011 ErikaLAndersen RT @piplzchoice: A4 metrics point to areas of improvement & measure progress. Measure how product meets customer needs. -4:44 PM Jun 13th, 2011 Natasha_D_G Some1 once said no bad products its all in the mktg RT @rcauvin: @wapolanco prod may fail if other depts don't execute. -4:44 PM Jun 13th, 2011 ProdMgmtTalk Welcome @Natasha_D_G @rcauvin -4:44 PM Jun 13th, 2011 charlieoliver RT @rcauvin A4: Measuring product success can be very different from measuring #prodmgmt -4:44 PM Jun 13th, 2011 stempm A4: Number of customer interviews conducted/month; completed #prodmgmt deliverables; cross-org feedback -4:45 PM Jun 13th, 2011 Vivisimo_Inc Indeed RT @ErikaLAndersen: Cust satisfaction diff too RT @rcauvin: A4: Measuring product success diff from measr#prodmgmt. -4:45 PM Jun 13th, 2011 ProdMgmtTalk Welcome @stempm -4:45 PM Jun 13th, 2011 brainmates At #pcampsyd, our keynote spoke about #prodmgmtowning the P&L & how impt it is for product successhttp://bit.ly/kPkIRO -4:45 PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 13
- 14. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dY cindyfsolomon No worries @gander2112 @VFigatelix I'll post unedited transcript after event today -4:47 PM Jun 13th, 2011 piplzchoice @lmckeogh We measure a difference between customer expectation and customer experience with specific attributes of experience -4:45 PM Jun 13th, 2011 VFigatelix @ProdMgmtTalk sorry i've been absent the whole hour, I've had technical difficulties see U next monday -4:46 PM Jun 13th, 2011 gander2112 Rats, missing the session. -4:46 PM Jun 13th, 2011 wapolanco @rcauvin @wapolanco True for larger orgs. At smaller ones the product success will typically lie mostly on #prodmgmtshoulders -4:46 PM Jun 13th, 2011 StacyLeidwinger RT @piplzchoice: A4 Metrics point to areas of improvements & measure your progress. Measure how your prod meets customer needs -4:46 PM Jun 13th, 2011 stempm Amen @piplzchoice You need metrics to isolate the contribution of PM from other org performance. Product adoption/traction. -4:46 PM Jun 13th, 2011 piplzchoice @piplzchoice @lmckeogh We developed software tools to do it by analyzing customers' stories. -4:47 PM Jun 13th, 2011 lmckeogh @piplzchoice - but if you set the expectation can you control the experience and thus game the system? -4:47 PM Jun 13th, 2011 rcauvin A4: #prodmgmt is usually not "CEO of the product". Prod team are only accountable to bosses in their depts. -4:48 PM Jun 13th, 2011 brainmates RT @stempm: Amen @piplzchoice You need metrics to isolate the contribution of PM from other org performance. -4:48 PM Jun 13th, 2011 rcauvin A4: #prodmgmt is usually not "CEO of the product". Prod team members are only accountable to bosses in their depts. -4:48 PM Jun 13th, 2011 Vivisimo_Inc Expectations change RT @lmckeogh: @piplzchoice - set the expectation can you control the experience and thus game the system? -4:48 PM Jun 13th, 2011 brainmates Having P&L accountability does not mean #prodmgmtis "CEO of the product". -4:48 PM Jun 13th, 2011 piplzchoice @lmckeogh @piplzchoice If you can gain the market - you deserve the recognition. There are competitors to keep you honest:) -4:49 PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 14
- 15. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dY ProdMgmtTalk Phew - changing direction with next question: Q5 Do you use Social Media to monitor your product acceptance by customers? -4:50 PM Jun 13th, 2011 nickcoster @rcauvin However the PM should treat their product as if they are the CEO. Otherwise it is easy to sidestep accountability. -4:50 PM Jun 13th, 2011 rcauvin A4: Typical corporate structure doesn't encourage product teamwork. #prodmgmt -4:50 PM Jun 13th, 2011 baltomel Agreed! RT @rcauvin A4: Measuring product success can be very different from measuring #prodmgmt - 4:50 PM Jun 13th, 2011 StacyLeidwinger Q5: Nothing formal – but track mentions/what people say. -4:51 PM Jun 13th, 2011 Macmyday @piplzchoice What are those software tools? /cc@lmckeogh -4:51 PM Jun 13th, 2011 StacyLeidwinger A5: Have proactively reached out from support when someone tweeted - having problems and were frustrated & we assisted -4:52 PM Jun 13th, 2011 rcauvin @nickcoster Sounds good, but CEOs can hire & fire any member of the team. #prodmgmt cannot. -4:52 PM Jun 13th, 2011 ProdMgmtTalk Welcome @baltomel -4:52 PM Jun 13th, 2011 VFigatelix RT @brainmates: At #pcampsyd, our keynote spoke about #prodmgmt owning the P&L & how impt it is for product success http://bit.ly/kPkIRO -4:52 PM Jun 13th, 2011 lmckeogh @rcauvin - re: corporate structure, yes. The diff btwn good PM & not is ability to rise above & create teamwork#leadership -4:52 PM Jun 13th, 2011 StacyLeidwinger RT @nickcoster: @rcauvin PM should treat their product as if they are the CEO Otherwise it is easy to sidestep accountability. -4:53 PM Jun 13th, 2011 rcauvin @nickcoster #prodmmgt faces great institutional obstacles to leading a product team. -4:53 PM Jun 13th, 2011 wapolanco A5: Absolutely. Refer back to most answers on Qs 1&2.#socmed provides a great channel for listening to your customers. -4:53 PM Jun 13th, 2011 ErikaLAndersen @StacyLeidwinger Happened on a TweetChat once. Company mentioned responded w/in minutes. Can't remember company -4:53 PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 15
- 16. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dY cindyfsolomon As queen of social media - I follow customer sentiment & also measure company's response to issues in forums, twitter, fb -4:53 PM Jun 13th, 2011 piplzchoice @Macmyday @lmckeogh Customer Intelligence analysis reporting and Market Intelligence analysis. We are in semi/public beta -4:54 PM Jun 13th, 2011 lmckeogh A5: use social media to monitor and converse w/customers. Want to create a dialogue -4:54 PM Jun 13th, 2011 nickcoster @rcauvin Agreed, CEO business thinking without authority to force change. #prodmgmt has to lead change instead. -4:54 PM Jun 13th, 2011 rcauvin @nickcoster It's a romantic notion that leaders overcome all obstacles unilaterally, but leaders need enablement.#prodmgmt -4:55 PM Jun 13th, 2011 baltomel Q5 Currently - not officially but with a new product rollout Social Media monitoring will defnitely be part of the plan. -4:55 PM Jun 13th, 2011 Natasha_D_G Comcast mentioned in #CXO chat responded in minutes RT @ErikaLAndersen: @StacyLeidwinger Happened on a TweetChat once. -4:55 PM Jun 13th, 2011 wapolanco RT @lmckeogh: A5: use social media to monitor and converse w/ customers. Want to create a dialogue -4:55 PM Jun 13th, 2011 rcauvin @nickcoster I have a blog entry on this #prodmgmtleadership issue in the works. -4:55 PM Jun 13th, 2011 ProdMgmtTalk @piplzchoice is humbly not mentioning that his company, Amplified Analytics, was created for prod mgmt -4:56 PM Jun 13th, 2011 Vivisimo_Inc A5: We monitor all SoMe convo mainly for branding/cust serv than prod. acceptance though that ultimately plays a part -4:57 PM Jun 13th, 2011 piplzchoice A5 It is amazing how specific people are describing their experiences with products and service. -4:57 PM Jun 13th, 2011 wapolanco @gander2112 Withdrawal symptoms? LOL. We're missing your insights! -4:57 PM Jun 13th, 2011 Macmyday A5 Our cust's are not the sharing kind really, but soc media is great for cust feedback. It's good for response and reputation -4:57 PM Jun 13th, 2011 piplzchoice a5 It is a shame that companies do not use this information to improve their profit margines. -4:57 PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 16
- 17. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dY Vivisimo_Inc Agreed RT @MacMyDay: A5 but soc media is great for cust feedback. It's good for response and reputation -4:57 PM Jun 13th, 2011 ErikaLAndersen That's right RT @Natasha_D_G: Comcast mentioned in #CXO chat responded in minutes -4:58 PM Jun 13th, 2011 cindyfsolomon Join us next week: Design Thinking for Software Product Management with Tom Leung, SVP of Product at Marchex@alwaysbshipping -4:58 PM Jun 13th, 2011 ProdMgmtTalk Please like us on FB to stay updated with newshttp://on.fb.me/kQF1dY -4:58 PM Jun 13th, 2011 ErikaLAndersen RT @Vivisimo_Inc: Agreed RT @MacMyDay: A5 but soc media is great for cust feedback. Its good for response and reputation -4:58 PM Jun 13th, 2011 Macmyday @cindyfsolomon Have heard that telcos here often respond quicker via Twitter than via call. It's about the image -4:58 PM Jun 13th, 2011 ProdMgmtTalk Please blog about today's talk to be repostedhttp://www.prodmgmttalk.com -4:58 PM Jun 13th, 2011 brainmates RT @cindyfsolomon: Join us next week: Product Development: Iterating by color with Robert Swanwick @swanwick -4:58 PM Jun 13th, 2011 ProdMgmtTalk Please Join LinkedIn group http://linkd.in/jRmwRxFollow company: http://linkd.in/e3JmDn -4:59 PM Jun 13th, 2011 lmckeogh Thanks for the great info, gotta run. -4:59 PM Jun 13th, 2011 wapolanco I've even had some excellent ideas come to me from something said/shared on soc media. -4:59 PM Jun 13th, 2011 ProdMgmtTalk Thank you @piplzchoice Gregory Yankelovich of Amplified Analytics for today's heated discussion!http://bit.ly/lGP4qy -4:59 PM Jun 13th, 2011 piplzchoice RT @wapolanco: Ive even had some excellent ideas come to me from something said/shared on soc media. -4:59 PM Jun 13th, 2011 brainmates Its the end of our weekly chat. As usual - its gone by so quickly. See everyone next week with @alwaysbshipping -4:59 PM Jun 13th, 2011 ErikaLAndersen That hour flew by -5:00 PM Jun 13th, 2011 Macmyday !! RT @rcauvin It's a romantic notion that leaders overcome all obstacles unilaterally, but leaders need enablement.#prodmgmt -5:00 PM Jun 13th, 2011 Sponsor Opportunities! http://bit.ly/gF0Tt3 17
- 18. Transcript from June 13/14, 2011 Role of Customer in Product Management and Marketing Global Product Management Talk with Gregory Yankelovich http://www.prodmgmttalk Subscribe: http://bit.ly/gHIWcO FB: http://on.fb.me/kQF1dY ProdMgmtTalk 3 simple ideas for engaging your customers to sell your products | Amplified Analytics Blog http://bit.ly/mRUz6D -5:01 PM Jun 13th, 2011 piplzchoice Thanks to everyone for lovely conversation. -5:01 PM Jun 13th, 2011 wapolanco Thx for the great chat all. As always, tons learned. Let's put this all in a book and publish as #prodmgmt success manual :D -5:02 PM Jun 13th, 2011 Macmyday @rcauvin Pls let us know once done. Do you plan to include any advice on how to 'survive' leading change? /cc@nickcoster -5:03 PM Jun 13th, 2011 Macmyday @cindyfsolomon No time for Q6 and Q7, I suppose... -5:04 PM Jun 13th, 2011 ProdMgmtTalk @Macmyday Indeed - we stopped prior to Q6 and Q7 -5:18 PM Jun 13th, 2011 ProdMgmtTalk Please like us on FB to stay updated with news http://on.fb.me/kQF1dY ProdMgmtTalk please blog about today's talk to be reposted http://www.prodmgmttalk.com ProdMgmtTalk Please Join LinkedIn group http://linkd.in/jRmwRx Follow company: http://linkd.in/e3JmDn ProdMgmtTalk Subscribe to newsletter for ebook launch: http://bit.ly/gHIWcO ProdMgmtTalk Want to address the Global Product Management Talk? Its easy and fun to speak! Fill out the info form to be scheduled! http://bit.ly/f4xAIW Sponsor Opportunities! http://bit.ly/gF0Tt3 18