Every Customer Interaction is Part of Your Product

Each One is a Chance to Solve Your Customer’s Problem

Ben Putano
Aug 24, 2017 · 3 min read
Customers don’t just shop at Trader Joe’s for the groceries

Imagine you own a restaurant. If I asked you what products you sell, you’d probably hand me your menu and leave it at that.

But if you think food is your only product, then you won’t be in business for long. For most of us in the developed world, finding food is NOT the problem. We go to restaurants for other reasons — convenience, service, ambiance, and special occasions.

Yet in the startup world, we treat our physical product or service like it’s EVERYTHING. Customer interactions are a second thought. Social media and customer service are handed off to the intern or most recent hire.

This approach is totally backwards.

Every Customer Interaction is Part of Your Product

I recently went to Powderkeg (formerly known as Verge), a monthly pitch event for startups and tech companies. Afterwards I had a chance to talk with Powderkeg’s founder, Matt Hunckler, who opened my eyes to the problem with “product-obsession”.

Matt told me the key to startup traction is to build a product that solves the customer’s problem.

But Ben, didn’t you just say focusing on product is backwards? Yes, but listen to how Matt defines “product”:

“At Powderkeg, if we don’t nail every pitch event and every email, we aren’t going to win customers,” he said, “Every interaction you have with your customers is part of your product.”

This is profound to me. It reminds me of Clayton Christensen’s “Jobs to be Done” methodology. Your product is more than a widget, an event, or a plate of food.

Your customers are paying you to solve a problem in their lives, and the best way to do that is to align every customer interaction with their needs.

Understand the Problem Your Product Solves

Let’s look more closely at Powderkeg. Pitch events might be their revenue source, but Powderkeg is really selling entrepreneurial promise. Customers are “buying” Powderkeg to help them succeed in business. This goes far beyond monthly events. It includes education and connection via email, blog posts, and weekly podcasts. None of these directly make money for Powderkeg, but all are required to solve their customer’s problem.

Another example is River Pools and Spas. I recently wrote about how they use web content to drive more sales. This company sells pools, but customers are actually buying pool expertise. Thanks to River Pool’s extensive online Learning Center, customers feel confident they are getting the right pool and an expert team to install it.

This idea especially applies to retail stores. Let’s look at Trader Joe’s. Did you know they don’t sell their products online? That’s because the store is part of the Trader Joe’s product. From the retro beach shack decor, to their “Try Before You Buy” policy, Trader Joe’s knows their customers shop for the experience as much as the groceries.

Customer Interactions Are a Part of Your Product, Whether You Like It or Not

Just like the stubborn restaurant owner, you can refuse to accept that service, ambience, and convenience are part of your product. But that doesn’t make it true.

Your product is the sum of all the interactions your customers have with you, whether you like it or not. By understanding your customer’s real problem, you can use each interaction to make your product better.

Entrepreneurs don’t need another pitch event. They need inspiration, education, and community.

Suburban families don’t need a pool installation service. They need expert guidance for a large purchase.

Price- and health-conscious shoppers don’t need another grocery store. They want to enjoy grocery shopping again.

So the question is… what problem does your product solve?

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