In what ways do you partner with your Product Management team to meet the unique needs of your Enterprise Customers?

Product Management is a three-legged stool:

1. Innovation: the vision for the product that should inspire and push boundaries

2. Market: what does the market demand for a solution

3. Voice of the Customer: the market covers the needs of who hasn't bought, and the VOC represents the needs and requests of those who have

It is essential that CS has a steady cadence of meeting with product and then REPORTING OUT TO CUSTOMERS on the status of their requests. That is intentionally in all caps because most Product teams fall down on building out a roadmap that can be shared with Customers. Nothing will silence the VOC quicker than giving silence back to them.

Quantifying the impact of the VOC product requests is really essential. What amount of churn can you forecast if the request isn't fulfilled? How much more could be sold to the customer base if the feature is developed?

Advanced version: establish a Customer Advisory Board (CAB) that meets quarterly so Product hears directly from Customers and then is forced to report back to them on what we're doing with their previous feedback.

The ability to do this well totally depends on the size of your organisation but there's a couple of easy things that stand out:

1) Ask your product team to join specific calls and get feedback live from the customer

2) Set up a CAB (Customer Advisory Board) that invites your top and most forward-thinking customers to meet in a formal setting with your product team
3) Collect feedback in a repository that can easily tell the story of the feedback from your Enterprise customers