It is marketer’s dream to work with products that offer great experience and attract loyal customers, which in turn leads to a long term relationships. In this post I will tell you 4 steps which you can use to build and maintain long-term relationships with your product users.
In my previous post about Product Evolution with Nike & Apple examples, I spoke about how products evolve over time and how product owners deliver WOW product experiences continuously.
Well, here’s how it all works in a more structured way.
Step 1: Identify Touch Points Of Product Experience Delivery
First, as a product owner, you have to find the places where your product can combine experiences and deliver a customer satisfaction. Select a set of touch points across channels that can be coordinated together and continuously developed and upgraded. This is the way to deliver new valuable features for the customers – a progressive and continuous product evolution.
A good example is Nike Sports Kit, which I spoke about in my previous post. Nike combines three touch points:
- The pedometer – to measure physical activity of a product owner.
- The Smartphone – to work as station where all information which comes from pedometer is captured
- The App or Website – to provide an engaging and new running experience.
Nike chose 3 touch points to deliver this good experience on. They identified how to engage with people, what the points of contact and interaction with their users are. But most importantly, Apps allowed them to continuously deliver new experiences with new features.
Step 2: Find Where Customer Experience Is Lacking
What things have been overlooked by your current offering or the market you’re interested in as a whole? As a product owner you have to identify where consumer needs are not met and which market has the most potential to disrupt the old status quo, while helping you deliver something that hasn’t happened yet.
Typically people who identify these opportunities are very passionate about the specific area or they have a competitive advantage in understanding or delivering to a particular market. It’s not sometimes about what you know, but who you know.
Step 3: Create Repeatable Product Experience Delivery Process
Identify the best approach towards delivering regular, consistent moments where you surprise and delight your product users with new product experience. Capitalise on strength your product already has.
It might be things like product quality, well tuned distribution channels, fast shipping. You should talk with your customer support team – they know what’s good and bad – it’s their job. Engagement and dialogue with your audience is one of the ways to identify opportunities for delivery process.
Also learn how to ask the right questions in my post about: 49 Product User Experience Strategy Questions
When you get insight from interaction with people, then you can enhance product experience and improve your customer satisfaction.
For example, you’re a digital product owner. You need to identify, which new features or updates would bring the most benefits for your digital product experience. After customer research, you could work on competitive market research, prototyping, product design, interactive design. You should focus on those features, identified by your target audience.
The key takeaway is that you have to be focused on the impact of the experiences, opposed to just the usability, interface or interaction changes. Remember we want customers to go WOOOOW!
Step 4: Plan and Stage WOW Experience
In this stage we want to filter out the best ideas you should go with, because there is always limited talent, time, money resources. We want to filter out the ideas that are too risky, unfeasible and not going to deliver better product experience, given the current situation.
The best way to go around with planning the WOW experience is the ‘’ Feasible vs Valuable’’ matrix. All ideas that provide high business value and are easy to implement go to the area 1. Ideas that land in this is the area will have the biggest product experience effect given the least amount of resources.
The iteration and continuous development of new product experience is all about rolling out new updates and tracking what is the reaction to these upgrades. No one can predict the future, so you have to monitor what people say, how they behave, how they use what you have given them.
Collect all the feedback which comes from your product users, if you interact with them, they will tell what they like and what they don’t like. Create a pipeline which would be easy to manage, and look for idea patterns that come from feedback.
Ideas will change and develop over time. Outlining where and when those additional experiences will emerge in the future, allows you be prepared and plan ahead. You will see your customers satisfied and happy with your product, when wow moments will be delivered in a right format on a right time.