71: Making Customer Obsession a Cross-Functional Practice

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

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