This is a call to do AI companies (hereinafter referred to as S Company), by sale of existing products and win some electricity provider customers (both hereinafter referred to as user), but the growth hit a bottleneck, so we went to a trip.
As usual, we start from the understanding of users, S company is very attached to their users, have a special "customer success" team, so the foundation is good, already have vast amounts of user stories.
Note: For users do not understand the situation at the starting point still have to start from and user interaction, to obtain a user story (under who / what / doing / encountered any problems ......)
Next, it is to abstract the user from the user's role in the story .
Note: Here you can use some classification tools, such as affinity diagram; extra, you can understand what this sentence "is a collection of user demand, demand is the collection of the scene."
According to the usual understanding, 2b of a SaaS products, there are two key roles, one boss (in charge of making purchasing decisions), and second, front-line customer service (end-use product).
We sort out the user story, the focus has not gone unnoticed to explore the role.
Some indeed found.
First, the customer service supervisor / director.
Boss when making a purchase decision, will refer to their opinions; usually, they have to manage front-line customer service; every so often, they have to assess first-line customer service.
Note: The discovery of this role, you can start from the role already identified, to explore their day, week, month or even longer (and related products in the field) working life, what other roles are interactive with occur
Second, AI robot trainer.
This is a new role, AI wants effective customer service, their training is very critical, to configure a lot of content, and that this job is not just to do the initialization time, for sellers, daily on new products, do activities, we must continue to train AI. For this they had no role, most companies make customer service supervisor or a more senior front-line customer service to bear.
Here is a key point, why this role to be singled out?
Because he's too unique needs of the scene, so it can not be counted as a need of the customer service, which is called the role of natural separation. Here Let me give you an example to facilitate understanding, ride such a product, with a natural person, sometimes the driver, passengers sometimes, in doing product perspective, it must be treated as two characters, but can not say the driver this role, sometimes there are car demand.
User roles, just give you two examples, identify other roles, we can not say.
Then, is a critical step, use the "influence / benefit" of the two-quadrant diagram to discuss the key role, which is a common stakeholder map.
Note: There are concentric circles map to a role as the center of the spider chart ...... in what chart, as the case may rely on experience
Role of the various people in the drawings, discussion, results are simplified in FIG.
Note: Role in the figure, on-site guidance need to use some tricks to make the team to reach a consensus
The longitudinal axis of influence, refers to a role, and now, the ecological impact throughout the user (not just existing users), that is his right to speak in a variety of roles in size, so the bottom to the top is 0 Positive infinity.
The horizontal axis profitability, but the status quo, existing products to a variety of roles has brought gains or losses, or another angle, a character will become successful product power or resistance, to the left is negative, the right is positive.
Note: The definition of the meaning of the horizontal axis and the vertical axis, also could be discussed
I only put the figure at four key players from the first quadrant in turn he says.
Note: The site we identified more than a dozen roles, how to judge the importance of the role, and the team to discuss a consensus, you can use some guidance tool, not expand here
Boss, the greatest influence, because the product to enhance the efficiency of the customer service team, so do not move so many people, and saving money, profit is positive.
Customer service supervisor, influence is not small, but the product did not bring benefits to him. After the product has, in fact they are slightly uncomfortable, because the number of the customer service team, is likely to be dropped, his status and the right to speak in the company also will decline, and that the original assessment of the artificial customer service mode, in the new circumstances do not apply, and a bit dazed.
Trainer, influence is not enough, but also because there is no established evaluation mechanisms, often thankless, negative returns. On the multiple roles of trainer, the feeling is more than a job, do more mistakes. The AI is good or bad customer service future performance, and are heavily dependent on them.
一线客服，这里指的只是留下来的优秀客服，影响力很小，但收益为正，和AI配合良好的客服，职业竞争力会提升。
好了，现在的产品有什么问题，已经很清楚了。通常来讲，我们要特别关注收益为负的重要角色，尤其是影响力大的。
注：常见的错误是，画出图，发现没有负收益的角色，通常，这说明对用户生态的理解不到位，一个生态里，原来没有我们的产品，后来有了，所有人都因此获益的可能性极小
对于客服主管，我们要把他往图中的右侧移。
需要提升他们的收益，才能让他们成为产品成功的助力，当前的情况下，他们很可能在老板那里说产品不好用，导致退款（产品提供了一段时间的试用、可退款期）。具体的做法，比如给他们赋能，提供新常态下的考核模板，提供团队绩效仪表盘，让他们可以在老板面前show价值，等等。而这些，在原先的产品（狭义产品，IT系统）里是被忽视的。
对于AI训练师，我们要把他往图中的右上方移。
从销售过程中，就要让老板知道这个角色的重要性，然后在日常工作中，可以让他们的管理者明白，应该如何考核、奖惩训练师，并且作为产品服务系统的整体，应该给他们提供更多培训服务类的帮助，这可以大大提升产品的使用效果。更进一步，提升他们的职业荣誉感，让其体会到在人工智能时代，这是抓住时代红利的职业选择。
注：你会发现，产品的加入、优化，会随着时间改变利益相关人地图，所以，常画常新
要不要试着画一下自己产品的？
嗯，这还只是理解用户的开始，往下继续还有很多要做的，比如把散点的角色连成一个网络，画成一个生态系统的样子，再有，关键角色关键场景下的用户旅程图分析……这篇里就不说了。
更多利益相关人地图的话题，点击原文，免费试听课程第03讲。
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苏杰（iamsujie），前阿里产品经理，写过《人人都是产品经理》等三本书，现在做创业者服务，良仓孵化器创始合伙人，也是产品创新独立顾问。
