Angelica Galindez

Product Management with Intercom - Part 4

With hope for a great year for you and your business.

At billage 2017 is the year of marketing. We feel we give value to our users, and we want to share that value with as many users as possible.

What is your goal for 2017?

To finish this Christmas story, I will explain how Intercom helps us in our product management process.

As you, know this story has four parts, and this one is the last one. Want to read the previous parts again? Do not worry here they are:

We are billage, and we use Intercom – Part 1

How we resolve our customer’s problems with Intercom – Part 2

How we engage our users with Intercom – Part 3

Take into consideration you can read each part separately and understand it without the need of reading the entire series, but we highly advise you do so.

Before we get into how we use Intercom, I want to explain the organization billage has and the vision we have for product management.

We consider product management from identifying all the jobs are customers need (you will find more info about jobs in our the first part) to the different options we come up with solving this problem to implementing it.

Because we are a small team, we do not have departments in a traditional sense. We are more organized by functions. With this been said most of the team brings something to the team product wise.  From our CEO to me the CMO including our developers and business development expert.

At the center of our product management strategies are the jobs that our customer needs to do. Even though we can have an idea of what these jobs are, we prefer to ask the user. Here is where Intercom comes into the equation.

With Intercom we can centralize all the messages that the users want to send in one platform. Make it easier for us to organize it and transform then into an actionable plan. At this point, we know that Intercom makes it easy and simple.

From a product management perspective, we listen in three different moments of the customer’s lifecycle.


We know that every website visitor is a sales opportunity, so we contact them via Live Chat to learn more about each visitor.

What we ask visitors

What did they use before us?

Why they are changing tools?

What are their needs?

The objective is to find out why users need/want a new tool and translate that into a job. All jobs need to be related to functionality in out tool.

Of course, we labeled all our chats and stored them. We approach the most popular demands, problems first.  


We show users how to use our app to satisfy their needs and complete each job satisfactory.

What we ask users

What they are looking?

Where are they having trouble?

The objective is to make it as easy as possible for the user to start using our tool. So we carefully listen to what pains the user has. This pain will translate into a job. This job will become a functionality in our tool if we have this feature maybe we just need to improve the usability of it.


Users normally have problems questions and doubts. Sometimes they are related to the specifications of that particular account/clients. But most of the time is because our product does not translate or works as we want.

But customers will make sure you know this. So we need to listen to the clients, assess their need and not throw the comment into the trash. We labeled each one of the comment according to a particular job and rated them.

We solve the problems that are directly related to our tool. The case can be that functionality is not well explained or we do not have this feature, so we need to give an alternative solution.

Our product management strategies are basically everywhere in billage. Allowing us to develop a product that helps and makes a difference in the management of your SME.

Creating a product based on the need of the real user is not easy but with Intercom is easier. Of course, we know that developing billage is a never ending task. But we like that with Intercom we can make decisions based on real data.

Hope you enjoy reading this story as much I did writing it. Thanks to Intercom and their products for helping us every day.

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