Taking the Guesswork out of a New Product Launch
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John Broady discusses the importance of leveraging customer data for successful product launches, emphasizing that understanding customer usage is vital. He shares his experiences in product management and the need to define clear KPIs before launching new products. Key lessons include preparing for unexpected customer behaviors and having an action plan based on actual data.
Taking the Guesswork out of a New Product Launch
- 1. Produced by Customer Success Summit 2014 Customer Success Summit 2014 Taking the Guesswork out of a New Product Launch John Broady General Manager, Thismoment jbroady@thismoment.com @johnbroadytm
- 2. Produced by Customer Success Summit 2014 About me and my company About me: • 15 years of product management experience at Yahoo, CBS Interactive, Adobe and Thismoment • Total data junkie, with a belief in using real user data to make business decisions • I’ve trained my four dogs to line up on demand for a photo shoot About Thismoment: • We’ve deployed more than 1,000 brand channels for the world’s most recognizable brands • We empower brand managers to find, mix and share content from any source and publish to any platform • Whether it’s #UGC or official brand content, we make our customers true “Brand DJs” 2
- 3. Produced by Customer Success Summit 2014 What led me to Customer Success • I’ve worked in product management nearly my entire career • I continue to be blown away at how many critical product decisions are made without real customer data • As I’ve moved into the SaaS space, I’ve arrived at a simple view of customer success: The best predictive measure of customer success is reflected in how our customers use our software. Everything else is secondary. 3
- 4. Produced by Customer Success Summit 2014 My Story • We developed our first product offering without the benefit of Totango or other customer success tracking tools • When it came time to launch our newest product, we made a commitment to leverage customer usage data (from Totango) to determine the success of our introductory product trial • Which meant we had to define success! (This is harder to do that it sounds) 4
- 5. Produced by Customer Success Summit 2014 KPIs for Success 1. Find content 2. Mix content 5 Totango: “Search content” “Add content” Totango: “Content added to playlist” “Created new playlist” “Viewed playlists page”
- 6. Produced by Customer Success Summit 2014 KPIs for Success 3. Share content 6 Totango: “Previewed playlist” “Shared playlist”
- 7. Produced by Customer Success Summit 2014 Recommended Play Use Customer Engagement to Drive Feature Development! Use when deploying a new feature or product line ! ! Clearly define KPIs for the success of the new feature. Instrument Totango to track these KPIs. Take action depending on the results.! ! We greatly increased our confidence in our new product by validating our assumptions. A game changer!! 7 Play Name:! ! When to use:! ! ! ! Play Anatomy:! ! ! ! ! ! Comments:! ! !
- 8. Produced by Customer Success Summit 2014 Lessons Learned: • Define KPIs for success up front. This is harder than it sounds, so set aside time to build consensus • Have an action plan. What happens if you don’t meet your KPIs? Prepare ahead of time so that you can react quickly based on actual usage data • Prepare to be surprised. Things that seem obvious to you will not seem obvious to customers 8
- 9. Produced by Customer Success Summit 20149 Winning in 2014! Think Big Start Small Move>>Fast!