产品经理的42个原则-原则16:Get Out of the Office:滚出办公室!

It is our natural tendency to overestimate the importance that our product holds within the lives of our customers. Spend some time to see firsthand where your product fits into the holistic picture of a customer’s life.

高估我们的产品在我们客户的生活中所具有的重要性,这是我们一种自然的倾向。花些时间去看看你的产品是否符合客户生活的整体画面。

The Whole Picture

整体画面

A good product manager can access loads of data. You can review market research demographics, sales numbers, and product specs to name a few, and all of these are valuable. But remember, the product, company, processes, and ultimate purpose of your job all exist to sell customers products they want to buy. That perspective puts customers in charge and there is no better way to learn about customers than by observing their behavior in their own natural environment. Focus groups, interviews, and surveys are valuable, but they only offer part of the picture. You need to go to where the customers are, and that involves getting out of your cubicle or office.

一个好的产品经理能够存入大量的数据。你可以回顾一下市场调查的人口统计数据、销售数据和产品规格,这些都是有价值的。但请记住,你工作中的产品、公司、流程和最终目的都是为了向客户销售他们想要购买的产品。这种观点要置于客户的掌控之下,没有比在他们自己的自然环境中观察他们的行为更好的了解客户的方法了。焦点小组、访谈和调查都是有价值的,但他们只提供了部分图像。你需要去到客户所在的地方,这涉及到走出你的小隔间或办公室。

The Customer as a Source of Insight

客户要作为可见的资源

In generations past, organizations held a “producer’s view of the world,” where customers and the marketplace were viewed as part of the system outside the business, a destination that products and services were sent outward to. Many times, organizations created products first and then looked for customers afterward, dictating what the customer would have to accept. Now, due to increased competition, the customer is gaining their rightful place in the process. The customer is viewed as a valuable source of innovation to draw from. This more enlightened view of the value of the customer, and the need for exchanges with them, has transformed the way consumer behavior is studied, analyzed and acted upon.

在过去的时代,组织拥有一个“生产者的世界观”,在这个观念里,客户和市场被看作是业务之外的系统的一部分,产品和服务被发送到外部。很多时候,组织首先创建产品,然后再寻找客户,规定客户必须接受什么。现在,由于竞争加剧,客户在这一过程中获得了应有的地位。客户被视为一个有价值的创新来源。这种对客户价值更开明的看法,以及与他们进行交流的需要,已经改变了消费者行为的研究、分析和行动方式。

Outdated is the practice of simply describing the customers’ purchase decision such as who buys what, where, and what factors influence the decision. Most product managers and marketers now recognize that statistical analysis of survey data related to consumer demographics makes their customer a number on a spreadsheet, or a point on a graph, and leaves them far short of enough valuable data. Now, firms are interested in “gaining a holistic understanding of consumers’ lives in context, and finding out what this may teach them about new opportunities to create or improve products, or how to make new sales.”

这种过时的做法只是简单地描述客户的购买决策,比如谁购买,在哪里,以及什么因素影响决策。大多数产品经理和营销人员现在都认识到,与消费者统计数据相关的调查数据的统计分析,使他们的客户在电子表格上有一个数字,或者在图表上显示一个点,并且使他们远远没有足够的有价值的数据。现在,公司感兴趣的是“在上下文中对消费者的生活有一个全面的了解,并找出这可能教会他们创造或改进产品的新机会,或者如何进行新的销售。”

It is important to recognize that a market is a grouping of people who share some similar human behaviors such as particular buying or usage patterns. Assessing or defining the market requires an understanding of human behavior. Markets do not buy products, people do; businesses do not buy products, people (several, or a group, but always people) do. Go beyond “personas,” which are fictional characters, and connect with “persons” who are living, breathing customers.

重要的是要认识到,市场是一群人,他们分享一些类似的人的行为,比如特定的购买或使用模式。评估或定义市场需要了解人的行为。市场不会购买产品,人会买;企业不购买产品,人们(几个人,或一个群体,但总是人)会买。超越“角色”,这是虚构的人物,和哪些真实的,呼吸着的客户联系在一起。

So how do you do that?

因此,你如何去做呢?

Grab Your Keys and Head for the Door

拿起你的钥匙,走到门口

There is no other way than to simply go spend time with customers. If you sell to consumers, go where people shop or where they “hang out.” Watch, listen, and look for patterns. What are their topics of conversation, what are they seeing from their perspective, how are they behaving, how long does it take them to select a product?

除了简单地与客户共度时光之外,没有别的办法。如果你销售的目标是消费者,那么,就去那里购物,或者去那里“闲逛”。看,听,寻找模式。他们的交流的主题是什么,从他们的角度观察他们在看什么,他们的行为如何,他们选择一种产品需要多长时间?

If you sell to businesses, volunteer to go on customer visits or sales calls and be an astute listener and observer. What is hanging on the wall of your customer’s office? What key words does your customer repeat? How is the office arranged?

如果你销售的目标是企业,那么自愿去拜访客户或去一个电话,做一个敏感的倾听者和观察者。挂在你客户办公室墙上的是什么?你的客户会重复什么关键词?办公室是如何安排的?

These observations can yield insights into the purchase decision process, the “ranking” of important issues, and even what your product symbolizes for your customer. Incredibly valuable information not revealed in the charts, graphs and spreadsheets sitting on your desk back in the office.

这些观察可以洞察到购买决策过程、重要问题的“排名”,甚至你的产品对于你的客户代表着什么。令人难以置信的有价值的信息,在你办公桌上的表格、图表和电子表格中是不会显示出来的。



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