Wish lists and their management are a frequent point of discussion in the customer support and success world. A wish, or enhancement request, is created when a customer would like the product to act differently than it currently does. Enhancement requests are added to the product team’s backlog, together with requirements from marketing, bug fixes and other development items, such as platform and technology upgrades. All items in the backlog are usually prioritized by product management, some will eventually be developed while others won’t
Customer Success and Support teams, focusing on single customers or transactions, are usually concerned with enhancement requests that represent the needs of individual customers. Conversely, Product Management and Engineering will focus on the needs of broader segments of the customer base as well as the overall needs of the market. Consequently, discussions with product management or engineering tend to break down and leave everybody frustrated. The question is therefore, how can Customer Support and Success teams succeed in making the case to Product Management for product enhancement?
From my own experience, there are several key actions to take:
- Screen – Ensure that any enhancement requests you promote are in line with the product’s strategic direction. If they are not, then you’ll be misleading customers and losing credibility both externally and internally
- Quantify – the number of customers that need, or are expected to need, this enhancement. [How do you know how many will need it? Sometimes it is obvious, for example, customers using a certain application or technology platform, customers subject to certain regulations]
- Assign value – Estimate the risk the company is facing as a result of not implementing this enhancement. Consider what the company will lose due to not implementing this enhancement, this can range from having a single disappointed system administrator to losing revenues from multiple large customers for several products
- Bundle – Are there several enhancement requests that are similar enough to be combined, or close enough to be developed jointly?
- Recruit Customers – create a forum for customers to help refine the definition of the enhancement requests and solicit votes and comments. Doing so will help you in assigning value to the each enhancement. Françoise Tourniaire has an excellent blog post on managing wish lists in your customer forums
Following these steps will help you come to the product planning discussion equipped with high quality information and better, more strategic arguments than the fairly common “VIP Customer x wants the product to make espresso” argument, and hopefully you’ll have better results to show for it.