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How do product managers and product marketers share the voice of the customer responsibilities?

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3 Answers
  1. Shahid Hussain
    Shahid Hussain

    Google Group Product Manager, Android • 10mo

    Both PMs and PMMs obsess over the customer’s voice, but they listen for different things. A PMM tunes in to see whether the story is sticking: does the messaging resonate, is the acquisition funnel smooth, where are people dropping off, and why? Their angle is all about the audience’s reaction to marketing efforts. A PM, on the other hand, is testing the core of product-market fit. They’re asking if the product solves the right problem, how users actually behave once they have it, and what surpr ...Read More

    1,343 Views
  2. Abhiroop Basu
    Abhiroop Basu

    Square Product Lead, Payments • 4y

    PMs should always lead voice of the customer (VoC) programs

    While PMMs need to have their ear close to the ground when it comes to customer feedback, it's ultimately the PM who will use the feedback to make product decisions. Additionally, PMs should never be in a situation where product feedback is "second-hand" or being prioritized by someone who doesn't own the roadmap.

    1,948 Views
  3. Julian Dunn
    Julian Dunn

    Chainguard Senior Director of Product Management • 4y

    I think "share" is the right term to use here. I've heard marketing teams claim that only they represent the voice of the customer, which is obviously not true. There are many groups in a company that interact with customers and listen to their voices. It's a PM's eternal challenge to figure out which voices are the ones they should weigh more heavily and which ones less! I would say that PMs tend to engage deeply with a small proportion of the customer base and get a certain perspective that is ...Read More

    1,034 Views

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