Ryan Singer | Head of Strategy
Today on Churn.fm, we have Ryan Singer, Head of Product Strategy at Basecamp and the author of Shape Up: Stop Running in Circles and Ship Work that Matters.
In this episode, we talked about how Basecamp utilized the Jobs-to-be-done framework to gather customer feedback, framing it from a supply and demand angle, and how it helped Basecamp’s product team deciding on which problem to solve.
We also discussed how Ryan goes about finding the right customers to interviews, his interviewing methods, or in his own words, closer to “interrogation,” and why jobs-to-be-done interviews should never be about your product.
Ryan also explained why the cost of running a business is parallel to customer happiness, and shared his number one advice for anyone who wants to build a product today.
As usual, I’m excited to hear what you think of this episode, and if you have any feedback, I would love to hear from you. You can email me directly on Andrew@churn.fm. Don’t forget to follow us on Twitter.
|Finding out what customers really want by using the Jobs-to-be-done framework||00:04:01|
|Seeing customer’s feedback as “supply and demand”, and honing on the precise problem to solve||00:05:00|
|Ryan’s mindset when it comes to prioritizing the “jobs” gathered from Jobs-to-be-done interviews||00:05:12|
|The targeting process Ryan used to recruit Jobs-to-be-done interviewee||00:10:00|
|How a product success team handles different feedback from various buyer personas||00:13:37|
|Ryan’s go-to method when “interrogating” customers for feedback||00:15:00|
|Using an analogy of “buying a car” to elaborate a buyer’s journey and analyzing the customer interview||00:16:19|
|How Ryan constantly monitors customer happiness to prevent churn.||00:18:04|
|Why the cost of running a business is parallel to customer happiness||00:20:07|
|Ryan’s #1 advice to someone who wants to build a product.||00:24:01|
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Head of Strategy
My name is Andrew Michael and I started CHURN.FM, as I was tired of hearing stories about some magical silver bullet that solved churn for company X.
In the real world tackling churn and increasing retention is one of the hardest problems a subscription business faces.
In this podcast, you will hear from founders and subscription economy pros who are taking a systematic approach to increase retention and engagement within their organizations.