By now, you’ve heard of the importance of a great user experience. You might even have some ideas about how you can improve your customers’ experiences on your website and in the app. But what if we told you there’s another process that can increase their satisfaction even more?
That’s right—product experience management (PEM) is one way to make sure that everything from the marketing materials to the actual product itself is cohesive and consistent across channels. In this blog post, we’ll discuss how PEM can help build better products by optimizing your company’s existing processes and creating a culture of collaboration between teams.
What Is Product Experience Management?
Product experience management (PEM) refers to an overarching strategy that encompasses all aspects of building and maintaining customer touchpoints with a brand or product. From branding campaigns like email newsletters or ads for new products all the way down to customer support issues. These include long wait times when interacting with customer service representatives over chat apps like Slack or Facebook Messenger.
Collect Customer Feedback
The first tip is to collect feedback from customers. This is the best way to find out if your customers are happy with the product.
The second tip is to encourage your employees to interact with customers. Employees can give valuable insight into what they like and dislike about a product, which can help you improve it.
The third tip is to communicate regularly with your team members about their progress on any projects that might affect customers’ experiences or build up excitement for upcoming features or updates!
Make Sure the Feedback Is Actionable
It’s important to make sure that the feedback you’re getting is actionable. This will help you decide if the problem needs to be fixed or if it can be ignored. Make sure that the feedback you are getting is actionable so you can prioritize what needs to be changed.
If a customer gives a lot of detailed information, but they don’t say exactly how they want something changed, then there isn’t really anything for your team to do with that information. Instead, try asking them questions like “What specifically would make this better for you?”
Prioritize Change that Affects Your Whole Business
The third tip is to prioritize what you change based on what will help your whole business. You want to ask yourself how this helps or hurts every department. This can be an easy way for PMs to think about the impact of their work—but also a helpful reminder for other departments as well.
When assigning priority to changes in marketing, Product Managers could ask themselves: What are we doing that affects our customers? How does it affect their experience with us? What would make them happier, make them stick around longer, and share more stories about us online? And if the answer isn’t clear-cut, then maybe we should reconsider how much time we’re spending on it.
When prioritization applies to sales, the main questions are: Are we putting out content that helps salespeople win deals with prospects and clients? How do they use this content in conversation with clients? Which pieces do they highlight most often? What are some ways they might be able to use this information more effectively than they currently do now?
Next, when it comes to customer service: Is there anything in our product experience that might prevent customers from getting support quickly when they need it most —and thus keep them from becoming paying customers down the road (or at least into next year). Keeping these questions in mind when optimizing your product’s experience can bring a new dimension to how you market your product.
Communication is Key
Listen, listen, and listen again: Communication is key. If a customer calls with an issue, you have to have a process in place to deal with it properly. As the product experience manager, it’s your job to make sure all of these things are happening so your team can focus on more important things.
The same holds true for any other area of your business where there might be multiple people involved — from sales reps to support staff — everyone should know their role and be able to communicate effectively with one another, so the end result is always good for the customer and company alike!
Improvement Is Great, but Do It in Small Steps
The fifth and final tip is to remember there are always things to be improved upon, but that doesn’t mean they all need to be done right away. Small incremental changes can go a long way, so don’t burn out your team trying to do everything at once.
In terms of how PEM plays into this process, it’s about making sure you’re tracking the right metrics and looking at the right KPIs (key performance indicators). If you don’t measure what matters, then any optimization efforts won’t have much impact on your business.
Let’s go over the main thrust of our article one more time: Collect feedback from customers. You should be asking your customers for feedback regularly, but you also need to make sure that the questions you’re asking are actionable—meaning they have clear next steps and are not overly complicated.
Prioritize changes based on what will help the whole business. Product Experience Management is about more than just making sure an individual customer’s experience is positive; it’s also about how that experience impacts other parts of your business. And while there may be some things that make a customer happy, they might not serve as great ROI if they don’t improve overall efficiency or sales growth with others like them in mind.
Listen to everything! Your team has access to information that could help improve product experiences across all channels—from analytics reports on website traffic patterns through mobile apps (and even user reviews) right down to emails sent out via marketing automation software which can identify which segments prefer certain types of content over others based on clicks/opens rates and so on.
So trust their expertise when making decisions about important issues like this so that everyone gets what they need from PEM – whether it’s improved conversion rates due to better targeting campaigns or lower costs because less time spent answering inquiries means fewer resources used overall.