Building a customer engagement strategy at Bose, to help customers get the most from their products

IoT products like smart doorbells, smart cameras, and in Bose’s case, smart speakers and headphones are constantly receiving firmware and software updates that bring new features and functionality. But most customers, who don’t religiously keep track of such updates, are unaware improvements to their products.

In-app messages within Bose’s consumer apps presented an untapped opportunity to increase customer awareness and engagement with new features, and in turn, their overall usage of their products. For example, the ability to pair Bose NC700 headphones with Bose soundbars for private TV watching.

As the Product Manager for Customer Engagement, I developed the strategy, vision, business processes and technical capabilities required for timely and relevant app communications. I ran a scrum team responsible for running our customer engagement platform, and worked closely our marketing, legal and customer support teams to build out a roadmap of customer engagement capabilities, that was compliant with the needs of other departments.

Since the launch of this capability, Bose has seen a notable increase in engagement across its home speaker and headphones products, as measured by campaign CTRs, new feature adoption rate, and new firmware adoption rate.