Here’s why you don’t do customer research

“As CAC increases, the relative value of features declines and growing a business just becomes that much harder. We’re in a world where we’ve literally been given the answer to success — understanding our customer — not always agreeing, but at least understanding. For the most part we’ve turned our noses up at the notion of actually talking to the people who are ultimately paying us. That’s a scary thought.”

1. Customer champions are often outside the product team (sales, customer support etc) and have little to no influence over product decisions.

2. Product teams don’t know how to get to customer insights and if they do, they don’t know how to translate those insights into customer outcomes.

3. Junior product managers have bought into tools or popular knowledge without questioning the applicability to their business.

4. Engineering teams are driven by the wrong incentives.

“You should treat your product and engineering people exactly how you treat everyone else in the company. How are they impacting the customer? Hold them accountable for that too. Just like sales. If you want to talk to me about the latest infrastructure tech out there, I don’t care. What I want to know is did we sell more or not?”


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Sofia Quintero

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Founder and CEO at https://getenjoyhq.com/

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