customer experience

PM’ing the Customer Experience

Last week, I showed up at Week 1 of 5 of Product School, eager and ready to learn. The more time I spend in support, the more I think of myself as a Product Manager of the customer experience and I want to get better at that. 

Photo credit #WOCinTechChat #WOCINTECH Chat
Photo credit #WOCinTechChat #WOCINTECH Chat

You can go nuts with definitions, but in short, customer “touch points” are the sum of each and every interaction a customer has with your brand. What started for me as an Operational project last year (improving our returns and transactional emails), turned into exploring possible customer touch points and making it an aim to exceed customer expectations and over-deliver every time.

Sample Customer Touch Points

customer touch points

While it depends on your company-level goals, resources, and how your organization works, our Customer Advocacy team decided to just start with what we could do #now, with zero help from anyone else. We opted to take every transactional email (receipt, exchange initiated, refund issued, etc), and make them exceptional. 

Some things we outlined before making any changes included:

  • Tasks: What is the user trying to achieve at each stage?
  • Questions. What does the user want to know at each stage?
  • Emotions. What is the user feeling at each stage in the process?
  • Weaknesses. How does the organization let the user down at each stage?
  • Opportunities: How can we make this better?

We took the above, put ourselves in the customers’ shoes, and improved. Something small and actionable now turned out to be better email communications. However, something more aspirational on our “CX roadmap” is to invest in self-service tools, like text message tracking updates, and DIY Return Labels. 

Once I mapped out customer touch points, I discovered I was wearing a Product Manager hat- identifying a problem, an opportunity, understanding pain points, and scoping out #now #next, #later developments. Some changes are scrappy, others are cross-functional undertakings. 

I love the front-lines with customers and I don’t want to lose it, but I’m looking forward to learning more about product management and prioritization so I can get better about preemptively helping users.

Create a Solid Customer Service Agent Experience: Our Support Stack

Photo credit #WOCinTech Chat
Photo credit #WOCinTech Chat

A few years ago, I hated process. I was the queen of scrappy. However, getting to work closely with Operations in the last year and a half, I’ve found myself turning into a process enforcer. People change. I love the trains running smooth and on time, and guidelines on how we operate are a big part of this.

Photo credit: #WOCinTech Chat
Photo credit: #WOCinTech Chat

Rules and process are not meant to hold me down; they’re here to make my everyday life easier.


We route all of our support inboxes (help@, support@, inbox@, pr@, etc) to Zendesk. It’s our ticket system and Knowledge Base. While I have my grievances here and there, overall, Zendesk does all of the things I need (macros, analytics, knowledge base) relatively well.


We dabbled with HootSuite and Zendesk for managing social media but love the UX of SproutSocial. We run our fair share of paid ads and Sprout makes it easiest to respond to everything from one, single inbox.


I could go on and on about Text Expander, but I like that they are shorter and snappier than saved replies. It’s easy to paste bits and pieces of things I type often, making them super unique and personal.


I like Trello for brainstorming and ideation. For example, our Support team likes to tackle “irritating topics” each quarter. We take things that are frustrating for us and frustrating for the customer and actually do something about it. We can think aloud in Trello, then divide and conquer. We also report bugs here, although I’m not sure how long that will last. We’re feeling a need for a dedicated bug tool like JIRA or Pivotal tracker.


It’s how our company communicates and I emoji it up. We created some channels specifically for support. Our product is complex, so we often ask hardware, software, or product for updates in dedicated #support-helpers channels.


Automation is a worthwhile investment for anything you find yourself doing more than a few times. Any bug reported goes to our #bugs Slack, for example, so that it’s on people’s radars. We also tag certain Zendesk tickets “bookmark” and have those feed into Slack for the whole team to read. The possibilities are endless.


We turn this on when we can, although it’s hard with a small team! Our front end engineer was incredibly helpful and used the Zendesk and LiveChat APIs to customize for us. If we are online and available for chat, you see a “live help” icon. Otherwise, we point them to our Zendesk contact form. It helps set proper expectations.


Asking the customer to write a bug report for you is lazy. Be proactive and use tools like MixPanel to do some detective work yourself. Here, I find information like device, OS, app version, and I can see logs of specific events the user went through in-app.

Internal tools

On that note, tools can help empower your team. It reduces friction so they can solve their own issues autonomously. We made an internal RMA tool so we can generate return labels with a click of a button. We also got our Research team to build some queries to check for product defects. Invest in tools so your support team can resolve issues quickly, without friction or long waits. Sure, reducing time to resolve is a nice to have (ours sure went down with these snazzy tools) but you’ll get a happier customer, and most importantly, you improve the “user experience” of your own Support team.