Which Team Is Responsible for a Good Product Experience?
by Lumavate | Last Updated: Jan 29, 2024
by Lumavate | Last Updated: Jan 29, 2024
Building a great product is only the first step toward finding success for your business. Once you have the product made, it's time to create a memorable and engaging experience for your audience. However, many brands don't take the time and resources necessary to ensure they use a compelling product experience strategy. So, let's discuss what that is and which department is in charge of developing it.
Before we dive further into the role of management, let's dive into the product experience meaning. The product experience is the way your customer engages with the product throughout the sales process, and after they've purchased it. Realistically, a customer will want or need to interact with your products to verify that they can help them. So, you must develop a product experience strategy to pinpoint where these interactions occur and how to leverage them to move the customer through the funnel.
Ideally, you can have a product experience management team handle this process and develop experiences that are both engaging and valuable. Even before the customer buys the product, they should see the value it can bring and how it can help them solve problems in their life. With the right manager, it should be much easier to convert leads and develop strong customer loyalty in the long term.
First, let's look at some product experience examples. These experiences can include everything from reading about the product in a blog post to viewing a tutorial video about how to use the product. Over time, you'll likely develop multiple experiences for each item so that you have more content to use when interacting with prospects and leads.
But how do you create product experiences for your business? First, you'll need to input all of your product details into a product information management (PIM) system. A PIM allows you to catalog every item in your inventory, complete with SKU numbers, item details (i.e., measurements and dimensions), and more.
While a PIM empowers your team to manage many products simultaneously, you'll also need a digital asset management (DAM) system. A DAM allows you to create digital assets (e.g., photos, videos, infographics) and tie them to a specific product. This way, everyone can access these assets as needed for a marketing or sales campaign.
Fortunately, software like Lumavate incorporates PIM and DAM functionality. This way, all details you enter about a specific product can populate both lists, and you only have to use a single dashboard for all the information. Overall, you don't have to spend extra time re-entering details or re-uploading assets to multiple libraries, saving you and your team a lot of time.
Once all of your product information and assets are uploaded, you can create unique product experiences. Again, these experiences are interactive ways to showcase your product and how it will help a prospective customer. However, you can also create experiences for after the customer has purchased and used the item.
Thankfully, Lumavate also serves as a product experience management software, further streamlining this entire process.
Ideally, you can have a dedicated product experience team. This team will be in charge of developing your experience strategy and creating individual assets and experiences for your customers from acquisition to retention.
However, not all brands can have a dedicated product management team structure. Instead, it may be necessary to pull people from different departments (e.g., sales, marketing, customer service) to develop and implement a strategy. By having people from different backgrounds, it's easier to tell where experiences can have the most impact and the types of experiences customers will expect and want.
This team must also leverage different key performance metrics (KPIs) to ensure they're following through and getting the right results. Some examples of KPIs can include:
Customer Acquisition - How many new leads were acquired from publishing a specific product experience?
Product Adoption - How many leads started using a product because of a particular experience?
Conversion - How many leads converted to paying customers because of their overall experience with the product and the brand?
Customer Satisfaction - What are the long-term satisfaction rates for customers who buy this product? How can additional product experiences lead to better satisfaction?
Expansion and Cross-Selling - Can a product experience showcase multiple items and inspire current customers to buy other products and accessories? How well does each experience do at cross-selling these items?
Depending on your business and how the team is structured, there may be different product team roles and responsibilities. For example, one person may oversee lead generation and acquisition, while another solely focuses on boosting customer satisfaction. However, regardless of whether you have a dedicated or composite team, there should still be a product experience manager overseeing everything.
The product experience manager job description involves developing and implementing a product experience strategy for every item you feature in your marketing and sales campaigns. Ideally, you can have a dedicated manager, but sometimes, this job may fall under someone else's purview (i.e., the marketing director).
Overall, the product experience manager needs to know everything about the product and how customers interact with it. The more knowledgeable they are, the better they can develop specific experiences to move a lead toward conversion within the sales funnel. Sometimes, this person may be on the sales side of the equation, listening to customer complaints and objections. In other cases, they may be more marketing-focused, using data to determine which product features resonate with leads and customers the most.
The more skilled the product experience manager, the easier it is to convert leads and increase customer retention over the long term. Best of all, Lumavate has all the tools you need in a single package, so you don't have to source multiple programs to get the job done. Instead, the manager can get a bird's eye view of the entire product sales funnel and delegate responsibilities as needed.
If you're ready to see how product experiences can generate more revenue and increase customer satisfaction, contact Lumavate today for a demonstration of our revolutionary software.