Let’s focus on the distinction between users and customers in the context of product management. In some cases, the people who pay for a product or service are not the ones directly using it. This is particularly common in business-to-business (B2B) settings.
Example, from a social media monitoring software company. The customers in this case were major companies, and the individuals who signed the checks for the product were directors of marketing or social media. However, the users of the software were the social media managers or marketing managers within those companies.
As a product manager, it’s important to recognize that there can be different user groups and different sets of feedback. On one hand, you may receive macro-level feedback from the higher-ups or decision-makers who are concerned with the overall capabilities and strategic value of the product. On the other hand, you will also receive granular feedback from the users themselves, who interact with the product on a daily basis and have specific needs and suggestions.
Understanding the distinction between users and customers helps product managers gather relevant feedback and address the needs of both groups effectively. It requires balancing the strategic goals and requirements of the customers while ensuring a positive user experience for the individuals who directly interact with the product.
