71: Making Customer Obsession a Cross-Functional Practice

How To Succeed In Product Management | Jeffrey Shulman, Red Russak & Soumeya Benghanem

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In this episode of the How to Succeed in Product Management Podcast, marketing professor Jeff Shulman welcomes Darlene Miranda (DailyPay) as they discuss how to make customer obsession as a cross-functional practice. PMs gather data from their customers to help in product improvement and development, but how can a PM let everyone in the organization join this customer obsession?

Disclaimer: All opinions of the speakers are their own.

Support for How to Succeed in Product Management is brought to you by Apptentive, which enables product managers to measure shifts in customer emotion and gather actionable feedback across the mobile customer journey. To learn more, go to Apptentive.com/UW.

What to Listen For:

00:00 Intro
03:28 Customer obsession
04:55 How customer obsessed are you?
06:35 When PMs don’t do enough to make a customer obsession a cross-functional
08:08 Being obsessed with two different types of customers
10:20 Engineering in customer obsession
13:38 Marketing
15:16 Customer obsession from the support function
17:17 Tools and frameworks
21:05 The role of customer support
23:52 What is unique about customer obsession?
26:10 An organization that will help you become customer obsessed
28:05 Cross-functional practice in the early stages of a startup
31:22 How to know if a company is customer obsessed
33:58 Operations functions to maintain customer obsession
36:14 Security and fraud
38:48 Resources for making customer obsession a cross-functional practice
40:55 Final thoughts

131 episodes

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