产品经理的42个原则-原则31-Tap Into Your Customers:接近你的客户!

Your customer’s perceptions are the only thing that matters when it comes to them plunking down money to buy your products

当你的客户花钱购买你的产品时,他们的认知是唯一重要的

When I was a product manager managing an entire product line, my instincts told me that our customers held insights that were important to constantly tap into in order to make the best decisions about product features, packaging, marketing messaging, and more.

当我是一名管理整个产品线的产品经理时,我的直觉告诉我,我们的客户持有重要的见解,为了做出关于产品特征、包装、营销信息等方面的最佳决策,我们需要不断挖掘这些见解。

Now that I’m doing customer research for organizations as a consultant, I’m even more aware of the need to make sure that you integrate your customers’ perspective into the design and marketing of products to ensure market success.

现在我以顾问的身份为组织做客户研究,我更加意识到需要确保将客户的观点融入到产品的设计和营销中,以确保市场的成功。

How many products do you use that are missing some key feature that would have made the difference between “good” and “great?”

您使用的产品中,有多少产品缺少一些关键特征,而这些特征可能会使“好”和“伟大”变得不同?

How many times do you install new software and think, “I wonder if they tested this on anyone?”

你安装了多少次新软件后会想,“我不知道他们是否在其它人身上测试过这个?”

Unfortunately, way too many product development teams are focused on the cool, latest new technology that they want to put in their customers’ hands vs. talking to those same customers and understanding things from their perspective. It is common sense—it really doesn’t matter what you think about your products. What matters is what the buyer and/or user think. And it’s all about their perception of how well your products meet their needs. Have you heard the term “perception is reality?” Well, your customers’ perceptions are the only thing that matters when it comes to them plunking down money to buy your products.

不幸的是,太多的产品开发团队专注于他们想要交付给他们的客户的酷的,最新的新技术,而不是与那些同样的客户交谈,从他们的角度理解事情。这是常识——你对你的产品怎么看真的无关紧要。重要的是买家和/或用户的想法。这都是他们对你的产品如何满足他们需求的看法。你听说过感知就是现实这个词吗?“嗯,当你的客户花钱购买你的产品时,他们的看法是唯一重要的事情。

Sure, some people buy products simply because they “need” to have the latest technology.

当然,有些人购买产品仅仅是因为他们“需要”最新的技术。

But most of us buy a product because it solves a need or takes away some pain that we are having.

但是我们大多数人购买产品是因为它解决了我们的需要或者减轻了我们的痛苦。

So you need to make sure that your products are solving your customers’ needs better than your competitors’ products are—and that you are communicating that in a way that they can make that connection themselves.

因此,您需要确保您的产品比您的竞争对手的产品更好地解决了客户的需要——并且您正在以一种他们可以自己建立联系的方式进行沟通。

Grant Thornton International Ltd., one of the world’s leading organizations of independently owned and managed accounting and consulting firms, published a report in September 2009 (“Innovation: The Key to Future Success?”) that explored the sources of innovation. They found that customers are now the leading source of innovations globally (41 percent) and are more important than other sources inside companies, including research and development.

均富国际有限公司(Grant Thornton International Ltd.)是全球领先的独立经营和管理会计及咨询公司之一,20099月发表了一份报告(《创新:未来成功的关键》(Innovation: the Key to Future Success?),探讨了创新的来源。他们发现,客户现在是全球创新的主要来源(41%),比公司内部的其他来源更重要,包括研发。

They also found that Asia Pacific organizations are more likely to integrate customer ideas, 48 percent—versus 40 percent of Western European companies and 35 percent of North American companies.

他们还发现,亚太地区的企业更有可能整合客户创意,这一比例为48%,而西欧和北美企业的这一比例分别为40%35%

Some of the ways that you can easily integrate customers’ perspectives into your product work include:

您可以轻松地将客户的观点集成到您的产品工作中的一些方法包括:

Conduct interviews with people from your target market to help you prior- itize product features in new products based on what they consider most valuable.

与你的目标市场的人进行访谈,以帮助你事先在新产品中根据他们认为最有价值的产品特征进行宣传。

Conduct ongoing customer surveys to gather current user input that can help you target what changes will be made to future product releases.

进行持续的客户调查,收集当前的用户输入,以帮助您确定对未来的产品版本将做哪些更改。

Test your marketing messages out on target customers to see which are most effective.

在目标客户身上测试你的营销信息,看看哪个最有效。

Make sure to build these types of activities into your product development and launch time line/budget. You may run into resistance based on time, money, and the old engineering argument, “How can customers understand emerging technology?” However, these objections can be overcome.

确保将这些类型的活动构建到您的产品开发和发布时间线/预算中。你可能会遇到时间、金钱和老的工程理论的阻力,客户如何理解新兴技术?”然而,这些异议是可以克服的。

It doesn’t have to take a lot of time and money to make sure that you are launching really great products. Doing so is a great investment that will ensure that you are building something that your customers will really want!

不需要花很多时间和金钱就能确保你推出了非常棒的产品。这样做是一项伟大的投资,它将确保您正在构建您的客户真正想要的东西!



 

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