SafetyCulture puts the customer at the heart of decision with Dovetail
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Dovetail helps the product team at this global tech company stay true to their value of holding the customer at the heart of everything
SafetyCulture is a global technology company dedicated to enhancing workplace safety and quality through its flagship products, iAuditor and EdApp. 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.
It’s super important to ‘think customer’ when we’re making any decision, it’s where everything starts from, and it’s how we measure impact.
Matt Hinds
Product Manager
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SafetyCulture’s research journey
SafetyCulture's research efforts were initially disorganized, using tools like Confluence, Google Hangouts, Google Meet, and Slack for managing Intercom messages. Head of Design Manoj Verghese noted the difficulty in finding relevant information, which worsened as the product and customer base grew. New team members Matt and Jules observed inefficiencies, with feedback scattered across various platforms. Recognizing the need for a streamlined system, the team adopted Dovetail to consolidate research and ensure easy access to customer insights, providing a central repository for the voice of the customer and reducing wasted efforts as the company expanded.
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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 repository is a game-changer, as it quickly aligns everyone. Natasha highlights that anyone on the team can access the research 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 repository 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.
Dovetail has everything in one place, meaning you and the rest of the team only need to remember one link.
Jules Lipman
Product Designer
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From research to roadmap
Customer knowledge is crucial for product development, aiding in prioritization and validation. Research findings are essential for decision-making, guiding product managers like Natasha Wolf in defining strategic direction and resource allocation. Customer research 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 research influenced the product roadmap by uncovering alternative routes and engaging the team in the end-to-end research process, building trust and ensuring alignment despite remote challenges.
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Include everyone in the organization
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 research, 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.
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