To maximize customer satisfaction, companies need to focus on the customer’s end-to-end journey. That involves the design, customer success, marketing, sales, operations, engineering, finance and legal. The digital product manager will be the orchestrator.
As seamless, user-friendly consumer software permeates our lives, the higher demands for a frictionless experience in enterprise software. The expanding business is happing online with digital service products and products have to be built differently.
Digital product management has emerged as a new function in the past 15 years with the growth of tech companies and the transformation of non-tech companies.
The modern product manager needs to know the customer intimately to be able to design the expected customer experiences. Being obsessed with usage metrics and building customer empathy through online channels, one-on-one interviews, and shadowing exercises to observe, listen, and learn how people actually use and experience products. The digital product manager designs the whole end-to-end experience and is the glue in the organization.
Digital product managers truly understand customers’ needs and look at ways to provide them with a more intuitive experience to make their lives easier, more convenient and the first choice for customers.
The role can expand to be the glue that binds the many functions that touch a product—engineering, design, customer success, sales, marketing, operations, finance, legal, and more. They not only own the decisions about what gets built but also influence every aspect of how it gets built and launched.
To be continued: Designing Customer’s Experiences