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Throughout my career in product management and engineering, I’ve attended thousands of customer calls and in-person meetings, most recently at ÃÛÌÒTV Trust Summit, which just wrapped up this week. My experiences have taught me what many forward-thinking companies are beginning to learn: Engagement between engineers and customers is vital to developing and sustaining solutions. 

Putting the problem-solvers in the same room as the problem-havers allows you to gain a deeper understanding of their pain points, operational environment and tech stack, and the specific use case they’re trying to address. This interaction enables a clear product development roadmap to emerge in real-time, with each piece of information presented visually on a physical or virtual whiteboard to ensure every aspect is considered in the product design.  

8 benefits to adding engineers to customer calls

1. Enables real-time problem resolution: Including engineers in customer meetings enables real-time problem resolution. When customers encounter technical issues or have complex questions, having an engineer present can lead to quicker and more accurate solutions. This improves customer satisfaction and reduces the need for follow-up calls or support tickets.
2. Enhances technical understanding: Engineers bring an in-depth technical understanding of products or services. Their presence on calls allows customers to gain insights into the intricacies of the technology they're using. This not only builds trust but also empowers customers to make better use of the product.
3. Improves product development: Customer feedback is invaluable for product development. Engineers can directly collect and analyze this feedback during customer calls. This data can inform product improvements, updates, and new features, ensuring that the company's offerings align closely with customer needs.
4. Builds trust and credibility: Customers often appreciate speaking with the people who design, build, and maintain the products or services they use. Having engineers on customer calls demonstrates transparency, expertise, and a commitment to customer success, which builds trust and credibility for the company.
5. Accelerates decision-making: With engineers on calls, decisions related to technical matters can be made more efficiently. There's no need for multiple rounds of communication between support teams and engineers, which can delay solutions. Engineers can assess the situation and make decisions promptly.
6. Strengthens customer relationships: Direct engineer-customer engagement fosters a stronger sense of partnership. Customers feel heard and valued, leading to stronger, longer-lasting relationships. This can result in customer loyalty and referrals.
7. Inspires and informs strategic thinking: Understanding Annual Recurring Revenue (ARR) empowers engineers to play a more strategic role in the organization by offering a comprehensive view of a company's financial health and sustainability. Grasping the concept of ARR helps engineers better align their technical decisions and development efforts with the company's overarching goals.
8. Drives innovation and technical excellence: Engineers who understand ARR will appreciate the direct impact of their work on the company's revenue stream, fostering a sense of ownership and responsibility. They’ll have a firmer grasp on what customers are paying for and what they’re receiving in return, inspiring innovation and flawless execution.

See what happens when engineers team up with customers

For many years, engineers have largely stayed behind the scenes, developing products and solutions based on filtered-down information. But their direct involvement in customer interactions is proving to be a game-changer. Whether you’re an engineer or someone with the pull to put your engineering team in the room with clients, I encourage you to see for yourself what kind of impact this strategy can have on relationships, product development, and the business’s bottom line.