This DanelDoodle pretty much speaks for itself but just a few added notes. The feedback loop is the critical element for success (aside from the obvious one – the customer/user being at the centre of everything).
A good feedback loop is not an easy thing to build so the simplicity of the diagram belies the effort. Feedback loops should incorporate many things, the most impart being, in summary:
- A good reporting interface into how customers and users are using the product that both product development and customer success teams have access to and share insights from in terms of how outcomes can be improved. This should include both quantitative data as well as qualitative, e.g. survey responses.
- A feedback loop between customer success teams and product development teams where the former bring field insights to the latter and these influence new feature development. Conversely, new feature ideas can be shared by product development teams and discussed with customer success teams before they are developed further. A good collaboration system will help with this.
- A similar reporting interface as above for the customer (those responsible for end users) so they gain insights into how the product/s are being used. This should include an element that allows the customer to build their own reports and feedback loops which I have hacked solutions around (covered here and here).