---
title: "From Engineer to CX Guru: How GoTo Is Building the Future of Customer Experience (Episode 263)"
description: "How GoTo is building the future of customer experience: the \"voice of the builder\", the product trio model, self-activating products and using AI to act on feedback. From Episode 263."
---

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# From Engineer to CX Guru: How GoTo Is Building the Future of Customer Experience (Episode 263)

By **Maria Fleissig** November 12, 2026

[Podcast Takeaways](https://www.cxchronicles.com/blog/tag/podcast-takeaways)[Tools](https://www.cxchronicles.com/blog/tag/tools)[Process](https://www.cxchronicles.com/blog/tag/process)

Ever wondered what it takes to build a product used by millions? In [Episode 263 of The CXChronicles Podcast](https://open.spotify.com/episode/7diDmNb1XwSX5oawLb9HLy), we got the inside story from [Maxime Marchand](https://www.linkedin.com/in/maxmarchand/), Senior Director of Product Management at [GoTo](https://www.goto.com/). From his start as a software engineer to his current role, Maxime's journey highlights a powerful truth: the best products come from a deep understanding of both the technology and the people who use it.

## The power of the "voice of the builder"

We've all heard of the voice of the customer, but what about the **voice of the builder**? With his engineering background, Maxime brings a distinctive perspective to product management. He explained that having builders who truly understand the technology and its potential is just as important as listening to customers. That dual perspective is what helped GoTo evolve from a collection of separate tools into one seamless platform.

## A pizza-tracking story and the future of CX

Maxime shared a brilliant example of a small pizza shop using GoTo's tools to offer an omnichannel experience. It's no longer only big brands like Domino's that can let you track your order; now local businesses can offer the same transparency. This isn't just about cool features. It's about meeting a new generation of customers who want to communicate on their own terms, whether by text, social media chat or phone. The lesson: meet your customers where they are.

## Jargon, explained

- **UCaaS (unified communications as a service):** one platform that brings together your business phone, video meetings and chat, instead of separate apps for each.
- **Omnichannel vs. multichannel:** multichannel means you offer several channels (phone, email, social), but they work separately. Omnichannel means they're connected, so if a customer starts on website chat, the agent who picks up the phone sees the full history.
- **WebRTC (web real-time communication):** the technology that lets you make video and audio calls directly in your browser without plugins. Maxime was one of the early engineers working on it in 2011, a decade before it became the standard behind tools like Zoom and Google Meet.

## Three tips to take your product to the next level

### 1. Make your product self-activating

Maxime's biggest tip for product managers and business owners: build products that are self-discoverable and self-activating. People are busy and won't read manuals or "what's new" articles. Your product should be intuitive enough that new features are found and used without training. Every time GoTo hasn't done this, they've regretted it.

### 2. Build a culture of speed, alignment and focus

To compete in a fast-moving market, especially with AI accelerating change, you need to move quickly. Maxime's approach rests on three principles: **speed, alignment and focus**. Give teams clear priorities so everyone knows which direction to run in, and give them the authority to "go rip".

At GoTo, that means the **trio model**: every project is owned by a team of three, an engineering lead, a UX lead and a product lead, who are fully accountable and empowered to make decisions fast.

### 3. Use AI to act on feedback

Collecting feedback is only the first step; the value is in acting on it. GoTo uses AI to turn raw feedback from customer calls, surveys and support tickets into a searchable knowledge base. Anyone in the company, from a developer to a salesperson, can quickly find out what customers are saying about a product or feature, which keeps the whole organization aligned on customer needs.

## Who is GoTo?

GoTo provides software for unified communications and IT management. You may know it by its former names, LogMeIn or Jive. Over the years, GoTo has brought together well-known products including GoTo Meeting, GoTo Webinar and Grasshopper. Its flagship, GoTo Connect, helps small and medium-sized businesses simplify their tech stacks and deliver great customer experiences.

Maxime's insights show that while technology is the engine, it's the human-centric approach to product, process and feedback that truly sets a business apart.

[Listen to the full episode on Spotify](https://open.spotify.com/episode/7diDmNb1XwSX5oawLb9HLy), or explore more on [the podcast page](https://www.cxchronicles.com/podcast/).

## Frequently asked questions

### What is the product trio model?

A way of organizing product work where every project is owned by three people (an engineering lead, a UX lead and a product lead), who share accountability and can make decisions quickly.

### What's the difference between omnichannel and multichannel?

Multichannel offers several separate channels. Omnichannel connects them, so the customer's history and context follow them from one channel to the next.

## Want help putting this into practice?

A 30-minute conversation, no obligation. We'll tell you where we'd start.

[Book a consultation](https://www.cxchronicles.com/contact-us/)

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