Your company’s core products and services are the experiential epicenter of your company’s customer experience. So, to deliver a competitively differentiated great customer experience, it’s obviously pretty important to make sure that your product development process is truly customer-driven.
Unfortunately, many companies fail to provide their product managers with adequate insight into the “customer’s story.” Sure, they may generate some customer input in the form of broad market research, surveys and focus groups. They may also get some useful data from their CRM and ERP systems. But, while this information is certainly useful, it is typically limited, fragmented and poorly contextualized.

