In today’s fast-paced digital environment, B2B eCommerce platform providers can easily lose their way – chasing the latest trends or shiny new features. At Unilog, we believe the key to building exceptional products lies not in chasing buzzwords but in genuinely understanding and empathizing with our customers. Throughout my career, I’ve learned many valuable lessons about product management, some humorous and some profound. Here, I share some insights I’ve discovered along the way which inform my approach to directing our Product Management team here at Unilog.
Never Lie: My First Lesson in Product Management
Early in my career, I made the rookie mistake of believing that as a Product Manager, I had to have all the answers. When a prospect asked if our product did something, I instinctively said “yes” – even if I wasn’t entirely sure. Thankfully, a seasoned mentor taught me quickly: transparency earns respect. Since then, my guiding principle has always been to be authentic. If I don’t know an answer, I find it out and follow up – diligently. Customers appreciate honesty, and this genuine connection strengthens relationships far more than any superficial expertise ever could.
Sticky Note Mishaps and the Importance of Detail
Many years ago, I added a sticky note to a wireframe with a minor instruction for our development team – only to have it literally embedded into the final user interface shown to me in a sprint review! Beyond a funny memory, that moment underscored a valuable truth: great product management is about attention to detail. Own your requirements, review progress diligently, and never assume anything!
Defining Real Customer Centricity
True customer centricity in B2B eCommerce, product information management, and product content enrichment isn’t about buzzwords. It’s deeply embedded empathy. At Unilog, this involves:
- Actively and empathetically listening to customer challenges and goals.
- Aligning product features directly with customer priorities.
- Constantly validating and refining with customer input.
We see this in action with our approach to B2B eCommerce Software by having taken the decision to pre-compose (of sorts), a robust eCommerce suite of products with a built-in extensibility layer. Unlike complex, expensive composable alternatives, our solution lets customers quickly launch their digital presence while easily customizing their platforms to deliver their unique value. This approach is the essence of customer-centric innovation.
Product Managers Aren’t Project Managers
A common misconception is that product managers simply coordinate schedules and manage deliverables. At Unilog, my driving north star is to counteract this by empowering our PMs as mini-GMs. Our vision is that each one of us should engage daily with customers, champion user needs, and leverage market intelligence to strategically guide the CX1 Platform, Unilog’s suite of products. It’s about leading the charge – not merely managing the development sprints.
Customer Advisory Boards Equal Genuine Partnerships
Last year I had the privilege of leading our efforts to launching a first for us, the Unilog Customer Advisory Board. Our CAB isn’t a checkbox; rather it is a trusted circle of industry leaders. In my first year overseeing our CAB, the candid, challenging, yet supportive feedback from members profoundly shaped our strategy. CABs aren’t just valuable – they’re indispensable. If your company is starting your CAB journey, remember: Take it seriously because your customers do. Respect their time, listen humbly, act responsively, and you’ll build a foundation for deep, lasting partnerships.
Real-World Innovation Through Market Intelligence
A perfect example of empathetic expertise in action came when we recognized customers of HVAC distributors struggling to find a specific part number online, not realizing that even if that distributor didn’t have the exact part they were looking for, that distributor often had a certified replacement part substitute in stock. By partnering with Bluon, we integrated our CX1 Content Subscription program with their comprehensive part database. This collaboration solved a critical visibility issue, enabling customers to find compatible parts instantly, streamlining their buying journey, and ultimately enhancing their customer satisfaction.
My Secret to Understanding Customer Challenges
One simple but powerful method I rely on: asking customers to show me their workflow. Watching real interactions reveals nuances a survey or discussion can struggle to capture. Additionally, listening widely across customer segments often reveals innovative hacks that can inspire valuable product enhancements. True empathy is practical – it’s seeing, understanding, and solving.
Why User Experience Matters in B2B eCommerce
In B2B eCommerce buyer activities, buyers aren’t casually shopping – they’re working under pressure, needing their shopping experience to be efficient and reliable. Recently I have seen several of our distributors cleverly organize product taxonomies around common jobs, such as “Replacing a Water Heater or Replacing a Furnace” by using our CX1 eCommerce product’s built-in extensibility layer. This approach simplifies the task their customer is trying to accomplish, saves critical time, and enhances their day-to-day efficiency.
Staying Inspired Through Constant Change
Nothing motivates me more than seeing our solutions positively impact our distributor, wholesaler, manufacturer, and specialty retailer businesses. Witnessing our CX1 Platform in action and hearing customer advocacy stories is the best. This constant rhythm of meaningful progress energizes our team and keeps our platform a vibrant, “living, breathing” ecosystem.
In summary, product management for me at Unilog isn’t about chasing technology per se – it’s about deeply understanding the people who will use our technology and why they use it. When you properly place empathetic expertise at the heart of your product strategy, you build far more than software – you build trust, partnerships, and lasting success.
