Product and customer service are two factors for a company’s success in the marketing world. Keeping the products defect-free and selling those products according to the customer’s demand is necessary for a team. Creating a good link between products and customer needs boosts a company’s success. The faster you get customer feedback about the product, the quicker you can make the product more acceptable. So a good company can be both product-centric and customer-centric in hopes of gaining a place in the marketing world with success. The company divides workers into separate teams, and these two distinct specialties can draw attention to two aspects. As a result, both sides can take the lead in meeting the company’s needs while fulfilling their respective responsibilities.
Table of Contents
Product-Centric vs. Customer-Centric Introductory Phase
Then the first step to delve into our main topic is to prove that product centricity and customer centricity are two distinct identities. This individual introduction will help us understand their sense of responsibility towards our company.
A product-centric approach to a company’s product development focuses on the product itself above all else. In this case, only the quality of the product is taken care of without considering the needs of the company or the customers’ needs. The primary goal of this product-oriented team is to produce excellent and superior products.
On the other hand, the customer-centric concept is only determined in proportion to the customers’ needs, which focuses on their daily needs. Its main aim is to be proactive in solving customer problems.
Opposing View
Time has changed a lot, especially in the world of technology. Previously, teams in many notable organizations were product-centric. After that, the needs of customers changed. Companies have had to adapt to this variability. And so the focus has been added to meeting the customers’ needs. Still, there is an internal question within the various companies on a large scale that the company should not be product-centric but customer-centric; then, it is possible to solve the company’s problems quickly.
We know after the above discussion which features separate them and force them to behave in contrast.
1) The first contrast is that a product-oriented company takes a long-term program to improve product quality by keeping product demand at the forefront.
On the other hand, a customer-centric team focuses only on customer service. Adopts strategies to benefit customers.
2) Forming a product-centric team means that SaaS companies present the best product in the market using the best methods in the marketing world. Products for these SaaS companies are more robust and promotional, thereby easily winning over customers.
On the other hand, customer-centric teams strive to maintain good customer relationships to address customer needs. After gaining customers’ trust, long-term relationships are tied with them through contracts.
3) A product-centric team aims to consistently produce high-quality products and make the company prosperous.
On the other hand, the immediate goal of a customer-centric team is to improve the customer experience so that there is no uncertainty in their re-engagement.
4) Product-oriented teams develop new and innovative features for products and selling products by highlighting the main features.
On the other hand, customer-centric teams shed light on customer insights and thus maintain customer satisfaction over the long term.
Similarity Index
Strategic differences between product-centric and customer-centric teams exist so we can impose contrasting perspectives. But the most significant similarity on both sides is the company’s pursuit of success. Separating teams enables better product offerings in shorter periods and improves customer service. It can deliver profitable results to the company by reducing the team’s time and effort levels.
Beneficiary Diagram of Product-Centric and Customer-Centric Company
Although the working methods of product-centric and customer-centric teams differ, companies benefit significantly from using both aspects. So let’s review the advantages of both.
When operating within a SaaS company, a product-centric team focuses on one aspect and sees that the creation is perfect. As a result, employees can give their best effort in a short time. As the product is highly durable, its promotion is successful and well received by all. This product-centric team builds reliable products so that customers never abandon the product and choose another product. When a new product is launched in the market, customers are already aware of its features, and it is seen that they eagerly wait to use the product. Therefore, the product is manufactured keeping customer satisfaction in mind, and uncertainty about the product is not expressed.
On the other hand, the success of a customer-centric team depends on maintaining customer satisfaction if product evaluation is good. These teams create an improved service through which customers can openly express their thoughts and needs. For this, the parties need to establish a good and long-term relationship and proactively solve their problems with challenges.
Weak Curves of Product-Centric and Customer-Centric Companies
When we review a subject, we find two aspects, i.e., the beneficial aspect, and the other hand, we cannot overlook the disadvantageous aspect. The weak points in this topic are as follows:
Product-centric approach does not always give importance to the customer needs, so there is a lack of evaluation of the product among the customers. The products fail to bring success to the business because the customers do not clearly understand these products’ broad significance and importance. It would have been easier to convince the customers had the companies made either product-centric or customer-centric approaches.
On the other hand, one of the weakest aspects of the customer-centric approach is that focusing only on the customers’ needs does not lead to the experience of the product. Therefore customers often take the wrong product without realizing it. Understanding the product through customer research takes time and effort, which is not feasible.
The following five recommendations on how to move from a product-centric to a customer-centric approach:
- Design and develop a public roadmap to welcome feedback from customers.
- Work on a pricing scheme that facilitates users to engage with your product.
- Continuous customer feedback with multiple types of surveys is always helpful.
- Launch your product with a beta tester for PMF (Product Market Fit) instead of a big launch. Build clients before launching your product.
- Improve user experience with product-led onboarding.
Conclusion
Finally, a comparative review proves the distinct roles of product and customer centricity in helping a team reach the top of success. Through various surveys, the demand for that product is created among the customers in the market, and it is repeated; then, the long-term competitive development of the business is possible if we focus on the production of that product by understanding the customer’s needs.
Takeaways
We understand that companies should use product-centric and customer-centric methods jointly to ensure business development. Take relevant customer feedback and analyze that behavior to ensure the creation of the right product. It will save customer satisfaction and communication. Thus complementing these two teams will help the company gain recognition in the marketing world.
