Product Management vs Customer Success. What is what?

LinkedIn, in their recent report on the Top 10 Emerging Jobs in India has mentioned Customer Success as the 6th most upcoming profile (ranking 4th in US). The Product Management role, on the other hand, seems to be ambiguous and indefinite from organization to organization.

5 Real World Blockchain Applications That Are Transforming Industries - Data Driven Investor

Figuring out interdependence between Product Management and Customer Success roles require comprehending impacts both play in business. While PM roles crucially support development, journey and offering of the product/service, there is a clear indication of the rise of Customer Success roles focused on spreading value and experience.

What are these roles?

Product Manager:

A Product Manager holds responsibility and authority for delivering the “why, what, when” of a product/feature. As a decision-maker, PM ensures his/her actions revolve around understanding market, planning as per customer’s needs and creating business proposals to meet goals. Few things a PM must know are:

• Environmental Factors: Environmental Factors are influential attributes that affect the development of a product. The common environmental factors are Demography, Technology, Socio-cultural (trends), Economic and Legal. It is important to stay updated on these elements as they change from time to time.
• User Research: To validate assumptions and hypothesis, and to identify the right needs and requirements of the target audience, the successful iterative process during product planning is to conduct extensive user research. By defining objectives, research data is collected and analyzed to bridge gaps between users and product owners. Common methods used are Surveys (initially for large sample set), Interviews, Contextual Inquiries, Feedback, A/B Testing and Heat maps.
• Prototyping: An integral part of any tech product is to build the right User Experience (UX). Prototyping helps to make ideas and concepts actionable by validating product hypothesis. Every prototype can be used within the product road map for research and insights. And finally, yes, it’s economical, fast and easy. Prominent tools used in prototyping are InVision, Principle, Sketch. You can read more about its importance here.
• Analysis: Various roles these days use analysis, and PMs consistently face numbers to capture shortcomings and evaluate results on decisions made. A PM must find obstacles faced through user journeys in order to simplify/develop features that result in satisfaction for user need. Common tools used here are Mixpanel, Google Analytics(Free certification).
• Development: Before testing and deployment of a product or the feature it has developed. PMs are involved with the product road map (prioritizing features), backlogs, requirement documents, and cross-functioning with other teams to build and implement the concept.
• Leadership: This is usually a less spoken rule within roles, but anyone working in a cross-functional position must learn how to lead without authority. Here’s an interesting read on this specific form of leadership.

A simple yet accurate depiction of what the PM role revolves around. Focusing on customer needs, and providing the best experience using updated technology while maintaining business goals.

What is Customer Success? Why is this role gaining significance across various industries?

Customer Success Manager:

No, it’s not the same as “customer service”. Customer service predominantly existed as a cost center for organizations. It was largely essential for quick resolutions and acted as a compliant hub. Customer Success is the structured process of ensuring that your customer gets maximum value out of your organization. The role has developed into a partial revenue generating department by being an integral part of customer loyalty, to increase positive word of mouth, implementing changes to improve features. A Customer Success Manager must know:

• Exercising Need: As the requirements of clients may (and almost does) vary, the CSM must comprehend exact needs faced. A CSM makes quick decisions as he/she would be closely working with operations, delivery and product teams to integrate various improvements and augment the experience.
• Make Clients find Value: “To increase sustainable proven value for both the Customers and your Company.”(link) . A CSM must perceive how customers can achieve maximum positive outcome through service/s provided. This involves understanding complete product features, experimenting approaches and most importantly, an intent to help.
• Empathy: Previously, customers and employees were two unaware spectators with minimal ideas on what was in either side of the court. As someone who drives experience, empathy is a critical skill. Through empathy, a CSM must be an influential guide enhancing trust that results in long term commitment.
• Analysis: CSM must be able to analyze user road maps in order to evaluate pain points customers face. Through results, they must focus on utilizing the learning and building a smooth process for the client.

Value for customer has evolved organizations to think outside of quick revenue and their need in maintaining minimal churn.

Now if asked, what is common in both the roles?

1. Empathy is the key to building a good product. Empathy is the key in keeping customers smiling.
2. Both roles require strong leadership and soft skills.
3. Both of these roles are continuously evolving.

This article was created with the intent to discuss what these roles involve. What is your experience as a PM/CSM? Have any of you made a transition from a CSM to PM or vice versa? Has your organization integrated CSM to its business and seen considerable change?. Let’s connect!