SafetyCulture puts the customer at the heart of decision with Dovetail
SafetyCulture is a global technology company dedicated to enhancing workplace safety and quality through its flagship products, iAuditor and Training. The company's core value of customer obsession, championed by leadership such as Head of Design Manoj Verghese and founder Luke Anear, is deeply ingrained in its culture and guides all decision-making processes. Product Designer Jules Lipman and Product Managers Matt Hinds and Natasha Wolf echo this customer-centric approach, emphasizing the importance of ensuring customers derive value from SafetyCulture's tools. This relentless commitment to the customer solidifies SafetyCulture's reputation for prioritizing the customer journey above all else.
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How SafetyCulture Delivers on their promise of customer-centricity with Dovetail
SafetyCulture is a global technology company dedicated to enhancing workplace safety and quality through its flagship products, iAuditor and Training. The company's core value of customer obsession, championed by leadership such as Head of Design Manoj Verghese and founder Luke Anear, is deeply ingrained in its culture and guides all decision-making processes. Product Designer Jules Lipman and Product Managers Matt Hinds and Natasha Wolf echo this customer-centric approach, emphasizing the importance of ensuring customers derive value from SafetyCulture's tools. This relentless commitment to the customer solidifies SafetyCulture's reputation for prioritizing the customer journey above all else.
People laughing during a meeting at wooden table with laptops, drinks, and green plants in bright office space.
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SafetyCulture’s customer intelligence journey
At SafetyCulture, developing a deeper customer understanding is paramount, making the creation of a centralized source of truth essential. Product Manager Matt emphasizes that such a repository is a game-changer, as it quickly aligns everyone. Natasha highlights that anyone on the team can access their customer intelligence space to view data, volume metrics, and customer interviews, fostering a deeper understanding of the problems they are solving. Jules praises the simplicity of using Dovetail, noting it centralizes information in one accessible place. This centralized hub empowers various team members, including Staff Quality Engineer Divya Konnur, Head of Design Manoj Verghese, and DesignOps Manager Ria Chan, to connect with customers and drive informed business decisions.
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A centralized source of truth
At SafetyCulture, developing a deeper customer understanding is paramount, making the creation of a centralized source of truth essential. Product Manager Matt emphasizes that such a unified system is a game-changer, as it quickly aligns everyone. Natasha highlights that anyone on the team can access the customer intelligence space to view data, volume metrics, and customer interviews, fostering a deeper understanding of the problems they are solving. Jules praises the simplicity of using Dovetail, noting it centralizes information in one accessible link. This centralized platform empowers various team members, including Staff Quality Engineer Divya Konnur, Head of Design Manoj Verghese, and DesignOps Manager Ria Chan, to connect with customers and drive informed business decisions.
Person in dark shirt writing in notebook in modern brick office space with plants and large windows.
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From customer intel to product roadmap
Customer knowledge is crucial for product development, aiding in prioritization and validation. Customer intelligence findings are essential for decision-making, guiding product managers like Natasha Wolf in defining strategic direction and resource allocation. This data answers critical questions about the necessity and impact of potential solutions. Matt underscores the importance of validation to de-risk the product development process and ensure worthwhile investments. Jules, who joined SafetyCulture remotely during COVID-19, highlights how Dovetail helped influence the product roadmap by uncovering alternative routes and engaging the team in the end-to-end customer intelligence process, building trust and ensuring alignment despite remote challenges.
Two people in conversation, one in a white Champion shirt and one with blonde hair in black, both holding markers.
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Bringing the voice of the customer to the entire business
The SafetyCulture team emphasizes the transformative impact of using Dovetail to centralize the voice of the customer, enhancing their understanding across the organization. Jules finds joy in seeing other teams, like sales, independently discover and engage with customer data, which helps them connect with customers and appreciate updated prototypes. Ria highlights how sharing customer interviews with sales, marketing, and success functions has made feedback accessible and valuable for non-product teams. Tech Lead Waleed Usman and Staff Quality Engineer Divya Konnur appreciate the self-service experience Dovetail offers, allowing them to digest customer insights, participate in product discussions, and make informed decisions by identifying customer problems and solutions.
