From a post ‘Be Very Afraid, what happens when marketing runs customer service‘ from Luke Brynley-Jones (June 12, 2014)
“…the final picture of social customer engagement is likely to be a single, customer-facing team headed by the richest, most aggressive and ambitious department in any organisation: aka Marketing. If that were to happen today, for most organisations it would make for a decidedly ugly picture – the majority of marketeers have never set foot in a contact centre and most contact centre agents have no idea when the next marketing campaign is going out – but it’s where we need to go.”
The post is a great case study for any product manager: it’s the lesson about limiting choice so you don’t end up catering for endless flexibility. Focus on the problem, not the person. I completely agree. And that makes picking the right people to listen to key in the early stages of customer validation.
There is in my opinion a difference between B2B enterprise world and B2C consumer world.