# 212: The Customer Experience for New Hardware Products

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2024-02-05
- Length: 18m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2024-02-05-212-the-customer-experience-for-new-hardware-products
- Listen: https://productstartup.com/podcast/212-the-customer-experience-for-new-hardware-products/

## Summary

Jason Friedman, CEO of CXFormula, explains how hardware startups can transform prospective customers into raving fans by mastering the customer journey. He advocates for 'method acting' research, such as analyzing Amazon reviews and interviewing users, to deeply understand customer pain points and language. Friedman details his 'Kinetic Customer Formula,' which uses reverse engineering to design an ideal testimonial and then builds the product and marketing journey to ensure customers naturally deliver that feedback, achieving the 'R4' outcome of raving, returning, renewing, and recruiting.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/product-startup/2024-02-05-212-the-customer-experience-for-new-hardware-products#t=0) Introduction: Jason Friedman and CXFormula
- [1:49](https://hardwarepodcasts.com/podcast/product-startup/2024-02-05-212-the-customer-experience-for-new-hardware-products#t=109) Defining Customer Experience and the Founder's Perspective
- [5:47](https://hardwarepodcasts.com/podcast/product-startup/2024-02-05-212-the-customer-experience-for-new-hardware-products#t=347) The Customer Journey and Method Acting Research
- [9:39](https://hardwarepodcasts.com/podcast/product-startup/2024-02-05-212-the-customer-experience-for-new-hardware-products#t=579) Gathering Data: Amazon Reviews and Customer Interviews
- [12:18](https://hardwarepodcasts.com/podcast/product-startup/2024-02-05-212-the-customer-experience-for-new-hardware-products#t=738) Reverse Engineering Success with Ideal Testimonials
- [14:20](https://hardwarepodcasts.com/podcast/product-startup/2024-02-05-212-the-customer-experience-for-new-hardware-products#t=860) CXFormula's Kinetic Customer Formula and R4 Ideal

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)

## Most relevant to

early-stage companies

## Mentioned

- CXFormula (company)
- Mako Design (company)
- Amazon (other)

## Related episodes from other shows

- [239: How to Build a "Customer Advisory Board" and Create a Frictionless Customer Experience with Mandy Dwight (Dwight & Co.) and Anthony Leo (IPR Robotics)](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2025-06-03-239-how-to-build-a-customer-advisory-board-and-create-a-frictionless-customer-ex) (Manufacturing Happy Hour)
- [Mining Customer Insights From Search Data w/ Derek Mabie](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-07-13-mining-customer-insights-from-search-data-w-derek-mabie) (The Manufacturing Executive)
- [Product Development Driven By Customer Insights w/ Dan Adams](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-05-07-product-development-driven-by-customer-insights-w-dan-adams) (The Manufacturing Executive)
- [#066 - How to apply lean startup principles to hardware, with Ash Maurya of Leanstack, USA](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2019-01-16-066-how-to-apply-lean-startup-principles-to-hardware-with-ash-maurya-of-leanstac) (The Hardware Entrepreneur)
- [Five Biggest Mistakes Hardware Startups Make with Customers with Dave Millman of BizDev Global](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2020-01-07-five-biggest-mistakes-hardware-startups-make-with-customers-with-dave-millman-of) (Predictable Designs Podcast)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/product-startup/2024-02-05-212-the-customer-experience-for-new-hardware-products. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to Product Startup.