## Definition of Customer Development Customer development is a process of understanding [[Customer Needs]], motivations and practices. It involves [[Customer Research]] and engaging with customers to understand their needs and expectations, developing a deep understanding of the [[Customer Journey Map]], and using that knowledge to create and refine product and service offerings that meet [[Customer Needs]]. Сustomer development is an integral part of [[Product Strategy]] and [[Product Development]]. This involves actively engaging with customers to gain [[Product Analytics]], [[Product Insights]] into their needs and expectations, conducting [[Market Research]] to assess customer preferences and trends, and using this data to inform product decisions. And it seems to be simple - you talk to users. They tell you what they miss in your product. But it's not that simple. Here's how it works in practice. ## 1. CustDev Goal Setting Before you start each cusdev, you usually set a goal for what it's being done. "We want to better understand the value of our product," "We want to increase sales," "We want to increase user activity," etc. It is the end goal for which it is done that lays the foundation for the way in which future actions will take place. ## 2. Developing the CustDev Questions One of the frequent stages where there is confusion. What to ask? I follow the approach of asking about two things: a) the processes; b) the product incorporated into the processes. > That means asking not just *"What do you like/dislike about our product,"* but *"What do you like/dislike about what you do." * It is important not to limit respondents' thinking to the scope of your product and its functionality. Your job is to make it easier to solve user problems **(processes**), not the product (the product is just a tool). Sometimes this means you may need a completely different approach/process to solve a problem and... a product. Based on the questions, determine if you will be doing personal interviews and if so, through which channel. > [!Recommended Article:] > [[Customer Interview Questions]] Don't forget that no one wants to waste their time for free. Provide a tangible reward (for the B2C segment, a bonus inside the product is ok, for B2B - a gift coupon on Amazon or phone top-up). It is a good idea to offer the respondent at the end of the survey to choose the date and time for the interview themselves. ## 3. Defining the CustDev Audience The next step is to determine the audience of product users you will be communicating with. I usually take two opposing segments - those who **already** do what you want, and those who are **not yet** doing what you want (goals). As a variation, poll only those users who are already paying or not paying. Opposite opinions, opposite properties, and indicators of these groups - all give an understanding of the picture from different angles and makes the results of the study more relevant. Usually take a sample of 300-500 users (depending on the total volume of the active user base). Our СTO demands that the sample was always at least 20% of the total), 10%-30% of which reach the final interview. ## 4. CustDev Analytics Next comes the process of analyzing the information. Two types of information can be distinguished: 1. User scenarios (processes and habits). 2. Specific advantages/disadvantages/tips/ideas. The first type of information follows a complex work in the form of drawing the current user paths (maps of transitions through the site) and highlighting the problem areas on it. Where there are more problem spots/breaks/rejections, etc. that needs more of your attention. The second type of information is a bit more difficult, especially when you have to categorize all the genius ideas that have come down on your head from users. For simplicity, we break down all the ideas we get from respondents and our benefits by their influence on the product. Everything is displayed in separate columns. Each contains a specific idea. Each idea can be given a score, which is the sum of: a) frequency of mention by the user and; b) potential impact on a specific process in the product. The output is a neat spreadsheet with the hypotheses scattered across it and how much your users might need them. Well, then, all that's left to do is choose what fits your product's current goals ;)