What Product Can Learn From CS (and Vice Versa)
What Product Can Learn From CS (and Vice Versa)
What Product Can Learn From CS (and Vice Versa)
What Product Can Learn From CS (and Vice Versa)
We once prioritized a feature based on feedback from five large customers. The sixth churned quietly because of what we didn’t build.
We once prioritized a feature based on feedback from five large customers. The sixth churned quietly because of what we didn’t build.
We once prioritized a feature based on feedback from five large customers. The sixth churned quietly because of what we didn’t build.
That was the moment it clicked for me. CS and Product weren’t misaligned because they disagreed. They were misaligned because they were operating on different timelines, different pressures, and different definitions of what mattered.
Product thinks in systems. CS lives in the consequences.
One optimizes for scale. The other protects relationships.
When those perspectives are disconnected, customer needs get misinterpreted, the signal gets lost, and internal tension builds.
But when they’re connected, things move faster and smarter.
“Product thinks in systems. CS lives in the consequences.”
That was the moment it clicked for me. CS and Product weren’t misaligned because they disagreed. They were misaligned because they were operating on different timelines, different pressures, and different definitions of what mattered.
Product thinks in systems. CS lives in the consequences.
One optimizes for scale. The other protects relationships.
When those perspectives are disconnected, customer needs get misinterpreted, the signal gets lost, and internal tension builds.
But when they’re connected, things move faster and smarter.
“Product thinks in systems. CS lives in the consequences.”
That was the moment it clicked for me. CS and Product weren’t misaligned because they disagreed. They were misaligned because they were operating on different timelines, different pressures, and different definitions of what mattered.
Product thinks in systems. CS lives in the consequences.
One optimizes for scale. The other protects relationships.
When those perspectives are disconnected, customer needs get misinterpreted, the signal gets lost, and internal tension builds.
But when they’re connected, things move faster and smarter.
“Product thinks in systems. CS lives in the consequences.”
What CS can teach Product
Raw feedback matters more than polished summaries
Most product teams don’t need another Airtable of requests. They need to hear how customers describe the problem in their own words. At Continu, our CSMs regularly share recordings and direct quotes inside product threads. Nothing gets lost in translation.
Ask why, not what
When CS says, “The customer needs X,” that’s usually a translation of pressure, not a spec. The real question is, “What problem are they trying to solve?” Great product work starts by unpacking the context, not just logging the request.
Urgency is not emotion
When CS pushes, it’s not because they’re reactive. It’s because they’re close to the customer and carrying the relationship. What might feel noisy from a distance is often a signal. The best PMs treat that tension as directional, not disruptive.
“When CS says, “The customer needs X,” that’s usually a translation of pressure, not a spec. ”
What CS can teach Product
Raw feedback matters more than polished summaries
Most product teams don’t need another Airtable of requests. They need to hear how customers describe the problem in their own words. At Continu, our CSMs regularly share recordings and direct quotes inside product threads. Nothing gets lost in translation.
Ask why, not what
When CS says, “The customer needs X,” that’s usually a translation of pressure, not a spec. The real question is, “What problem are they trying to solve?” Great product work starts by unpacking the context, not just logging the request.
Urgency is not emotion
When CS pushes, it’s not because they’re reactive. It’s because they’re close to the customer and carrying the relationship. What might feel noisy from a distance is often a signal. The best PMs treat that tension as directional, not disruptive.
“When CS says, “The customer needs X,” that’s usually a translation of pressure, not a spec. ”
What CS can teach Product
Raw feedback matters more than polished summaries
Most product teams don’t need another Airtable of requests. They need to hear how customers describe the problem in their own words. At Continu, our CSMs regularly share recordings and direct quotes inside product threads. Nothing gets lost in translation.
Ask why, not what
When CS says, “The customer needs X,” that’s usually a translation of pressure, not a spec. The real question is, “What problem are they trying to solve?” Great product work starts by unpacking the context, not just logging the request.
Urgency is not emotion
When CS pushes, it’s not because they’re reactive. It’s because they’re close to the customer and carrying the relationship. What might feel noisy from a distance is often a signal. The best PMs treat that tension as directional, not disruptive.
“When CS says, “The customer needs X,” that’s usually a translation of pressure, not a spec. ”
What Product can teach CS
Tradeoffs are not personal
Saying no is part of the job. But explaining why builds trust. When Product shares context on capacity or competing priorities, CS can translate that back to the customer without overpromising or creating friction.
Patterns matter more than volume
CS hears intensity. Product looks for frequency. Not every complaint means something is broken. But repeated workarounds across accounts? That’s a signal.
Not on the roadmap doesn’t mean not important
If something isn’t planned right now, it doesn’t mean it was ignored. A strong CSM helps the customer understand the why and keeps the door open for future prioritization.
“Saying no is part of the job. But explaining why builds trust.”
What Product can teach CS
Tradeoffs are not personal
Saying no is part of the job. But explaining why builds trust. When Product shares context on capacity or competing priorities, CS can translate that back to the customer without overpromising or creating friction.
Patterns matter more than volume
CS hears intensity. Product looks for frequency. Not every complaint means something is broken. But repeated workarounds across accounts? That’s a signal.
Not on the roadmap doesn’t mean not important
If something isn’t planned right now, it doesn’t mean it was ignored. A strong CSM helps the customer understand the why and keeps the door open for future prioritization.
“Saying no is part of the job. But explaining why builds trust.”
What Product can teach CS
Tradeoffs are not personal
Saying no is part of the job. But explaining why builds trust. When Product shares context on capacity or competing priorities, CS can translate that back to the customer without overpromising or creating friction.
Patterns matter more than volume
CS hears intensity. Product looks for frequency. Not every complaint means something is broken. But repeated workarounds across accounts? That’s a signal.
Not on the roadmap doesn’t mean not important
If something isn’t planned right now, it doesn’t mean it was ignored. A strong CSM helps the customer understand the why and keeps the door open for future prioritization.
“Saying no is part of the job. But explaining why builds trust.”
How we bridge the gap at Continu
We run internal playback sessions.
CS shares the pattern. Product explains the tradeoff. Sales and Engineering listen in. These conversations aren’t about alignment for alignment’s sake. They’re about shared context, faster decisions, and fewer surprises.
You don’t need to sit in both roles to build trust across them.
But you do need to understand what the other side is optimizing for—and respect it.
How we bridge the gap at Continu
We run internal playback sessions.
CS shares the pattern. Product explains the tradeoff. Sales and Engineering listen in. These conversations aren’t about alignment for alignment’s sake. They’re about shared context, faster decisions, and fewer surprises.
You don’t need to sit in both roles to build trust across them.
But you do need to understand what the other side is optimizing for—and respect it.
How we bridge the gap at Continu
We run internal playback sessions.
CS shares the pattern. Product explains the tradeoff. Sales and Engineering listen in. These conversations aren’t about alignment for alignment’s sake. They’re about shared context, faster decisions, and fewer surprises.
You don’t need to sit in both roles to build trust across them.
But you do need to understand what the other side is optimizing for—and respect it.
What to try next
Set up regular cross-functional playbacks between CS and Product. Patterns over tickets. Tradeoffs over blame.
Review the last five customer escalations. What was the actual ask? Did Product hear the problem or just the symptom?
Invite Product to sit in on a live QBR or milestone check-in. Let them hear how customers talk about outcomes, friction, and what still feels hard.
Product protects the long-term. CS carries the now.
When they work together, you don’t just ship faster.
You build better. And customers feel the difference.
What to try next
Set up regular cross-functional playbacks between CS and Product. Patterns over tickets. Tradeoffs over blame.
Review the last five customer escalations. What was the actual ask? Did Product hear the problem or just the symptom?
Invite Product to sit in on a live QBR or milestone check-in. Let them hear how customers talk about outcomes, friction, and what still feels hard.
Product protects the long-term. CS carries the now.
When they work together, you don’t just ship faster.
You build better. And customers feel the difference.
What to try next
Set up regular cross-functional playbacks between CS and Product. Patterns over tickets. Tradeoffs over blame.
Review the last five customer escalations. What was the actual ask? Did Product hear the problem or just the symptom?
Invite Product to sit in on a live QBR or milestone check-in. Let them hear how customers talk about outcomes, friction, and what still feels hard.
Product protects the long-term. CS carries the now.
When they work together, you don’t just ship faster.
You build better. And customers feel the difference.
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© 2025 Planhat AB
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© 2025 Planhat AB