Now that we have ascertained the importance of product experience, it is time to discover how to enhance product experience for your customers and build value and customer loyalty.
Following are ten ways organisations can enhance the product experience.
1. Enterprise-wide priority
Product experience is a relatively new initiative on the block. Thus internal alignment on what success looks like is important. To deliver an extraordinary product experience, taking feedback from various departments and ensuring everyone is in agreement on what is a great product experience is important. Brainstorming, conducting workshops, and collecting feedback are all great ways to ensure product experience is perceived by everyone in the same way enterprise-wide.
• Be clear on the guidelines for product experience enterprise-wide
• Quantify the budget thresholds and outline the investments in product experience.
• Key performance metrics to track progress
Product experience is an enterprise-wide initiative and all customer-facing departments must be part of the program team. Ownership of various responsibilities and of driving product experience overall should be clearly defined. Amidst the other important milestones that are tracked, it is important feedback is taken at various stages of the customer's journey by the respective department to further strengthen the product experience. The department taking ownership of product experience must monitor this.
Ensuring product experience is being tracked is important to deliver product-led growth. Data analytics and insights allow a clear measure of the customer journey when using a particular product. Why are they using it? What pathways are they following? Are they enjoying the new features? These are all valuable parameters to ensure product experience is not short-lived and product-led growth is sustainable.
4. Value creation
Product experience must lead to value creation. Thus, measuring the frequency of use, whether product experience is driving retention and loyalty, is it leading to growth in market share are all valuable metrics that must be tracked to ascertain value creation.
Product experience facilitates growth, by driving higher retention and loyalty. Thus building a model that can track retention and establish benchmarks for long-term retention objectives is important.
6. Feedback analysis
It is important to collect and analyse customer feedback. Product experience must be frequently measured in a variety of non-intrusive ways. When they are using the app, via targeted messaging, sentiment analysis, and polling are all great ways to capture and analyse feedback.
7. Product roadmaps and task lists
Product experiences should be planned, across brands and products. Product roadmaps and product task lists must be comprehensive, with details of launch, updates, and new releases clearly marked. A detailed, well-planned product roadmap and task list ensures resources and activities are planned to meet deadlines and strengthen the product experience.
By leveraging product experience organisations can engage, influence, generate ancillary revenue, and deliver growth. The key to developing a product-led organization is demonstrating how your product experience delivers growth.
Next: Product Experience Guide