Customer Engagement Strategy

Ever think about the notifications you get from apps on your phone? Maybe a push notification from Headspace gently suggesting a ten minute meditation to start off your day? Or an in-app message from Spotify informing you that your favorite artist released a new album? Turns out there’s a whole host of tools, systems, processes and regulations enabling and managing those notifications.

At Bose, we were launching significant software and firmware updates to our speakers, soundbars and headphones, without a quick and effective way of informing our customers about the great new features they could use.

As the Product Manager for Customer Engagement, a new but high priority focus area for Bose, I was responsible for developing the strategy, vision, business processes and technical capabilities required for timely and relevant in app communications.

This was a complex undertaking that involved

• Defining a ‘governing structure’ for in app communications to be used jointly by the Product and Marketing organizations at Bose

• Developing a prioritization framework to determine what types of messages warrant in app communications, and defining campaign success metrics

• Writing detailed requirements for a Customer Engagement Platform to ensure proper platform selection and integration into 6 Bose apps

• Evaluating and choosing a new mobile messaging platform

• Navigating organizational silos and politics to gain executive alignment for the customer engagement platform of choice, Airship

• Leading a technical scrum team to build the capability to send push notifications and in-app messages based on hardware and software triggers such as product owned, firmware version, app version etc.

• Developing guidelines for in app communications: frequency, content, channel (push vs in app vs inbox)