Creating a backlog to satisfy customers
Revenue and Product collaboration at it’s best leads to customer satisfaction
To address decision paralysis between continuous improvement and strategic initiatives, I led a collaboration between the Revenue team and a product squad to develop a clear roadmap of small to medium-sized improvements. This effort increased client satisfaction, ensured the retention of key accounts. It also provided insights that addressed assumptions essential for long-term strategic goals.
Over a month and a half, we conducted 10 sessions, addressing low-hanging fruit and energising the team.
The cross tabs application mimics pivot table functionality.
I coached the Product Designer while we both conducted the sessions. The Revenue staff aided with scheduling and also attended as observers. The whole squad, including engineering and product manager, observed via a streamed link. This cross-functional collaboration was joyous.
I coached the squad through qualitative analysis and the PM added usage data. We conducted an opportunity solution tree exercise which gave the squad a prioritised backlog of small and medium sized items.
The Product designer and engineers were energised by the project and set at finding quick ways to fix the many paper cuts that had been observed. I supported through providing more coaching, critique and most importantly encouraging the PM to ensure momentum was maintained.
Key achievements included:
Resolving critical user pain points, like persistent search issues and editing inefficiencies that impacted on time-on-task.
Empowering engineers to implement short-term solutions for and essential user workflow, such as an Excel export template for sig testing.
Reversing product execution decisions that did not have the intended impact e.g. freezing features.
Fixing long-standing bugs, such as breadcrumb navigation and duplicated scroll bars.
The squad committed to adding the future product enhancement to the near-backlog to support further expansion.
The collaboration resulted in a stronger bond between the Revenue and Product teams, yielding measurable improvements:
+4.7% in active user engagement on previous quarter, and +14% on previous month
+12% return rate to the app on previous quarter
+4% return rate to a companion app from this app
Positive client feedback about workflow improvements
This structured approach balanced immediate customer needs with strategic progress, boosting loyalty and long-term retention in only 2 months.
“I recently created a project where I had to create 25 audiences and pull data from them through cross tabs and took note of some feedback since it was a pretty intensive use case. Overall my experience was soo much better than it has been in the past! There have definitely been improvements in the tool and I wanted to note that we do appreciate those and they are making a difference in our workflow.”