web – iView Labs

Product Engineers are changing the face of the product development domain. They are a step up from full-stack engineers and a level away from product developers. Simply put, product engineers are not plain coders; they code keeping user experience in mind. They not only understand technical stacks but also understand product design. You could call them “jack of all trades.”

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Do you get frustrated when your app’s features don’t reflect your vision? You had a perfect idea, precise product specs, technical resources, and tools, so what went wrong?

You missed the critical link between the design board and the market. You envisioned a product. You conveyed your idea to your designer. He communicated required technical specs to your engineer, who started coding. Where’s the collaboration? Where’s a continuous improvement? Consequently, you have a product that neither delivers ROI nor garners user acceptance.

Why Do you Need Product Engineers

If you have engineers who solve problems using code and product managers who take care of product features, why do you need product engineers? They are the critical bridge between design and development teams. By fostering two-way communication, product engineers ease friction between cross-functional teams.

They code but with end products in perspective. Whenever presented with a coding opportunity, product-minded engineers evaluate how the code will impact the end product. More importantly, they think about user experience and business goals. They balance product specs with technical demands. The result is a product that meets market needs and business objectives- a win-win situation for all teams involved.

You need a change in mindset here. Having product engineers in your team will create a pragmatic work culture with everyone striving towards building a winning product.

How to Recruit Good Product Engineers

Product engineers need to have a blend of coding skills, analytical thinking, and business knowledge. A bit of creativity is a bonus. Plus, they have to be efficient managers and smooth talkers.

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Step 1: Build a Job Description

Outline the proficiencies you desire in your potential product engineers. List their role and skillset categorically.

A sample job description could be:

Product engineers will play a pivotal role throughout the development cycle, right from conception to testing. An astute understanding of market trends is necessary for the candidate.

They need to be aligned with user expectations in a relevant niche. Once product specs are made, they will evaluate specs against market needs and re-align strategy to satisfy budget, time, and market constraints.

Product engineers will also have the responsibility to generate technical documentation and support material before a product is launched. They have to perform prototype testing for functionality, intuitiveness, and market appeal.

Add-on responsibilities can be assistance in the manufacturing process and guidance in packaging and marketing the product.

Step 2: Interview Candidates

Go in for a structured interview instead of a generic banter with candidates. Have multiple screening rounds spread across different days? Screen at least two candidates per day so that you can eliminate unsuitable people early. This will save you lots of wasted effort and time.

Divide the evaluation questions into:

Career goal and inspiration
Academic and professional background
Coding proficiency
Product-based thinking skill
Project communication

Take time to weigh each candidate. You need an all-rounder who will impact your future products in a big way. Determine a candidate’s worth after analyzing his capabilities carefully. Have a ballpark figure in mind and leave room for negotiation.

Sample screening questions can be:

Define our company’s vision and values.
Why do you want to join us?
What interests you in product development?
Explain the layers of full-stack.
What are the benefits and drawbacks of database procedures?
If a product designer lists five desirable features at the end product (give the features), how will you prioritize them?
Which setup do you prefer- MVC or some other?
What’s the use of the front-end framework?
How do you gather user feedback?
How important to you is product testing?
What team structure do you prefer- full-stacked or layered?
How can we scale our teams?
What makes a good mentor?

Invite questions from the candidate. Indulge in a discussion if opinions on a question vary widely. Try to gauge the person’s mindset and affinity. Are they concerned only about employee benefits? Do they have genuine concern about delivering classy products? How can they add value to your team?

Your recruiter’s job would include the following:

Study candidates’ body language: Make a note of how confident and composed a candidate is. Since this isn’t an entry-level job, you’d expect experienced candidates to not get nervous during interviews.

Don’t do passive listening: Listen actively to answers. Jot down your doubts and allow the candidate to clarify or rectify their answers. Reflect on previous answers. Also, refer to them in connected questions. This will show how genuinely a candidate is answering.

Make notes while interviewing: Prepare a checklist of must-haves and good-to-haves. Write down your observations succinctly. Highlight each candidate’s unique capability and its impact on the product development process. Summarize the interview answers into brief points. Read back answers to the interviewee and ask if you’ve understood them correctly. By doing this, you can avoid miscommunication.

Give instant feedback: If you find an answer unsatisfactory, call it out immediately. Let the interviewee explain their viewpoint. Once the evaluation is over, don’t leave the candidates in a lurch. Communicate the next steps clearly. Don’t hesitate to end the interview early if you find a mismatch between your expectations and the candidate’s capabilities.

At iViewLabs, we consider recruitment as a vital building block of team building and product delivery. We invest time and energy into it. You can do the same. To save bandwidth, delegate interviewing and screening responsibilities to experienced product managers. Brief them before so that they know what to look for in a candidate. Let them add to the questions and rounds since they are more in touch with the actual development process.

Let us know how you recruit product engineers. We would be glad to assist you with more helpful resources and free consultation.

If you are looking to build a web, mobile or a cloud product, you can avail of a round of discussion with iView Labs’ tech team. Our developers and project team are always here to help and suggest what is required and necessary for your products.

To know more about iView Labs, kindly log on to our website www.iviewlabs.com and to get in touch with us with your queries and needs just write us an email on info@iviewlabs.com and sales@iviewlabs.com.

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In a saturated marketplace such as ours where competition is stiff, it makes sense to conserve the customer base that you have acquired. It’s a well-accepted fact: if you service the customers you have, you won’t have to go around hunting for new ones. Yet, sales and marketing people exert effort and expenses in generating leads.

You can sell to an existing customer 7 out of 10 times, but only 1 out of 10 times to a new customer. Plus, acquiring new customers is costly. You can retain present customers at a fraction of this cost, one-sixth to be precise. And here’s the trump card of statistics in favor of customer retention: Gartner states that 80% of all your future ROI will come from just 20% of your customers. Wow, that’s an eye-opener! This means your business can survive (at least break even) just by cross-selling or up-selling to your existing customers. You almost don’t need to onboard new customers.

Are you thinking – this doesn’t concern me, I have a great product and my customers will never abandon me? Then, there’s another bitter pill you’ll have to swallow: no matter how good your product or service is, your customers might leave if they feel neglected. This is why many top-notch products and companies shut down. They just don’t work hard enough to build customer loyalty. In fact, a good 68% of customers say a company’s uncaring or impersonal attitude is a relationship-killer.

The graphic below will prove our point:

Source

So putting things in perspective, we have compiled battle-tested techniques for retention of product customers.

1) Deliver Quality Products: The key to gaining repeat business is delivering top quality products. Nothing works as well as a product that wows with its features. Even if your product is marked higher than competitors, it will reign supreme if it’s a cut above the rest.

Let’s illustrate with an example: Two doorstep service providers, Urban Clap and Yes Madame. Both offer at-home salon services at competitive prices. Urban clap is priced higher than Yes Madame. Yet, it is market share is bigger. Why? The differentiator is service quality. UC technicians are better trained, use branded products, and are punctual and courteous. Granted, UC has the first-mover advantage, but it’s managed to keep up and even beat competition just because of its killer services. Although, the great marketing helps, but remember, even the most radical marketer can’t sell a product that sucks. Do ample market research when creating your product strategy. Understand what your audience needs. Have a long vision plus short-term goals. Never compromise on quality when faced with time or budget constraints. This is a non-negotiable area that every successful product company excels at.

2) Nurture Customer Relations: KPMG in their study found customer retention to be the biggest revenue driver for companies. The secret that many product companies don’t know is that loyal customers are their best promoters. Satisfied customers become brand ambassadors of a company. They campaign unknowingly about the superb experience they’ve had with a company or product they’re using. Their genuine, first-hand account is a marketing billboard in itself. You don’t need to hire expensive influencers for generating brand awareness or leads for yourself. Your happy customers are doing it for you. So, provide excellent customer service. Reward your return customers with gated offers, discounts, and resources. Treat them well and they’ll treat you better. Keep in touch with them via email, newsletters, and your website. Feature their stories on your social apps and website. Make them your family. Involve them in your journey and they will stay till the very end. A practical way to do this is to draw a list of customers who buy from you regularly. Reach out to them via exclusive offers and make them feel special. Another good tip: List out subscribers to your newsletter. These are people who show an active interest in your work but haven’t purchased anything yet. To make them jump boat, send a first-time promotion offer or discounted service/product.

3) Lend a Personal Touch: Personalize all your emails and offers. Rid the assembly line approach of sending mass emails. An Ecoconsultancy survey has proved personalized offers, based on a user’s purchase history and preference, can surge your ROI to the sky. This infographic compares the business returns of companies using personalization vs. those that don’t.

4) Listen to Your Customers: Some product companies just never stop selling. Every effort of theirs is geared towards the cash register. This is hardly effective as customers, existing or new, don’t want to be taken for a ride. You’ll have to give them something in return. One of the best ways to make the relationship mutually beneficial is to incorporate their feedback into your future offerings. Don’t send lengthy questionnaires to customers asking them for their opinion or experience with your product. Keep it short and simple. Encourage specific, precise feedback regarding what they liked or didn’t like. Try to collate points and factor them into your product strategy. Do keep respondents in the loop, reassuring that their feedback isn’t ignored. When you value your customers’ opinions, they become stakeholders in your business. Your product becomes more aligned to market needs. Your ROI improves and so does your customer satisfaction index. Source

5) Use a CRM: A CRM system is a handy way to keep track of how customers interact with your product. Draw up metrics of customer inquiries. What bottlenecks are customers facing with your service or product? Are they content with the after-sales service you’re giving? Do you need to improve in some areas? Deeply inspect issues that are reported by the majority of your customers. These have to be resolved on a priority basis. CRM also gives you a sneak peek into how well your sales or customer service staff are working. Disgruntled employees and lackadaisical post-sales staff can annoy a customer big time. This is a serious red flag for any organization and should be attended to immediately.

Wrap Up

By now, you must have grasped the impact customer retention can have on the sales and success of your business. Work your magic on your current customers. They are the big fish that’ll act as bait for the other fish in the pond.

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