プロダクト主導型組織になるために大事な6つの要素

Written by Pippa Armes  | 

5分

 

プロダクト主導型の組織では、すべての活動においてプロダクトが中心となります。プロダクトそのものが顧客体験になるのです。社内でもプロダクトは大いに活用され、プロダクト主導型の戦略も全社をあげて進められます。プロダクトをもとに組織全体の市場開拓戦略が決定し、推進されます。

Adopting a product-led approach isn’t just great for your customers. It can help ease the workloads of your internal teams, too. Product-led organizations lean on the product itself—its features, performance, and virality—to do a lot of the “selling” that typically falls on sales and customer success teams. This leads to better collaboration, more strategic work, and ultimately a better product.

At its core, being product led means being customer-centric—an important organizational value as users’ expectations for software have shot through the roof in recent years (thanks, Netflix!). This trend carries into B2B software, too. While many established companies are working to catch up and close the gap between the product experience their users expect and the product experience users actually get, most tech startups are adopting a product-led approach from the outset. This helps these organizations be more efficient, grow faster, and even earn higher NPS scores.

Hannah Chaplin and Marcus Andrews, both product marketing directors at Pendo, recently sat down to talk about why being product-led matters—and what it is exactly that product-led organizations do so much better than their non-product-led peers. 

以下にその概要をご紹介します。実際のウェビナーも本ページの一番下にありますのでぜひご覧ください。

1. プロダクトを中心に整合(アライン)する

Instead of turning to disparate channels to engage with customers, product-led organizations leverage the product as a communication tool. For example, the customer success team might build processes in-product to improve user onboarding, while the marketing team might leverage in-app messaging to drive cross-sell and upsell opportunities. By using product as a vehicle for communicating with customers, product-led organizations reduce the manual effort required to support their users, and build better experiences for users looking for self-service help or guidance.

2. 勘ではなくデータに基づいた意思決定を行う

Product-led organizations balance the art of product management with a hefty dose of data science. They seek to understand exactly what’s happening inside their product, where their users are struggling, which features are being used the most, and which product requests are getting the most attention (you can do all that and more in Pendo!). Particularly as companies grow and scale, decisions based on gut feel alone can have expensive consequences, so having data to validate those choices is critical. A strong pool of data also helps product teams more confidently communicate back to the broader organization—or make a strong argument for any additional resources they need.

3. プロダクトをマーケティングツールとする

In the past, email was one of the only ways marketers could get in touch with their customers. But the truth is, most of us don’t actually like getting emails. So instead, product-led organizations leverage in-app messages to communicate with customers—allowing teams to segment and target specific audience groups and users. In-app messaging is a highly effective tool for driving campaign goals (for example, promoting attendance or interest in an event), and also helps marketers communicate important information to customers in a highly contextual format—perfect for product launches, updates, or sunsets.

4. 効果的なオンボーディング体験を作る

Product-led organizations prioritize first impressions and create incredible onboarding experiences for their users. While “white glove” service and support generally makes customers happy, product-led organizations know that this kind of one-on-one enablement doesn’t scale well. So they lean on their product to supplement their human-led onboarding programs. Automating and moving basic user training and onboarding flows inside the product frees up teams to provide more meaningful assistance and engage in high-value support with the customers who need it most.

5. ユーザー自身で問題解決できるよう支援する

今では多くの人が電話やチャットでサポートを受けるよりも、自分で問題に対する解決策を見つけることを好みます。プロダクト主導型の組織は、ユーザーがどこにいても対応できるようにさまざまなツールを活用することで、プロダクトを介してユーザーをサポートできます。これは両者にメリットがあります。ユーザーは問題が発生する前に情報を得ることでトラブルを未然に防げます。また問題が発生しても、ヘルプセンターなどの情報源を活用できます。サポートチームは問い合わせ数が減ることで負荷が減り、より戦略的な作業に時間を使えます。活用できるツールを以下にいくつかご紹介します。

    • セルフサービスのアプリ内ヘルプセンター
    • パーソナライズされたオンボーディングフロー
    • プロダクトについての最新情報の提供
    • ナレッジベースとの連携(例:Zendesk)
    • アプリ内のツールチップとチュートリアル

6. フィードバックを収集し、ユーザーとコミュニケーションする

In the past, product ideas mostly came from the top down—leaving users feeling unheard and underrepresented. But product-led organizations understand that user feedback is critical for building the best product possible. They use tools like Pendo Feedback to centralize and prioritize their customers’ feedback—and to communicate roadmap and feature request updates back to users. Product-led organizations also typically have a product feedback policy in place that clearly sets expectations with their users and tells them where to go to share their thoughts.

どこから始めればよいか

プロダクト主導型組織になるためのヒントをいくつかご紹介します。

    • Check out our resources on the Product-Led Hub—your one-stop-shop for all things product-led growth at Pendo
    • 「どうすればより良いプロダクト体験を開発できるか」を考えます。単にプロダクトを使うことだけでなく、「プロダクト体験」が重要だということを忘れないようにしましょう。
    • プロダクトを使って従業員をサポートする機会を見つけます。プロダクトを活用することで従業員の負荷を軽減し、より戦略的な作業に集中できるようにするにはどうすればよいでしょうか。
    • プロダクトに関する指標に基づいてチームを整合し、部門間の進捗状況を測定できる共通言語を確立します。

プロダクト主導型の重要性とメリットのさらなる詳細については、ウェビナーをぜひご覧ください。