Customer service usually sits under marketing or operations. It’s easy to spot the difference: Reps in marketing-led call centers are quick to pitch new offers, while reps in operations-lead call centers want to get you off the phone fast.
There’s a better alternative: Integrate your customer service team into the product development process. Think about it. User research is often done in an artificial environment with people who are brought in as test subjects. With customer service, you can get feedback from real people who are actually using your product. In this session, you’ll learn from product leaders in different industries on how they’ve successfully leveraged their customer service reps as in-the-field researchers to inform their product and brand experience.