The importance of client feedback in Bench's product strategy

Client feedback: An important part of Bench’s product strategy

A customer centric approach

A piece by Peter Liaros, Group Product Manager at Bench

Customer feedback is critical for any business – if customers are not at the forefront of what you do then companies create products and services that do not align with customer needs. At Bench we adopt a customer-centric approach where we aim to put customers’ needs first, no matter what. We listen to customers, understand their needs, act and repeat.

I spend a lot of time interviewing our customers to understand the challenges they face with their digital advertising campaigns and identify their pain points. I then work closely with our Product team to discuss these and work out how Bench can solve them.. This critical information guides our strategy and vision for the Bench Connect platform.

Bench Connect is an end-to-end digital media management platform that allows advertisers and agencies to run, manage and optimise their digital programmatic campaigns. Brands and agencies use our platform to see, in real-time, how their campaigns are performing and are able to action the insights quickly using the planning and automation tools.

A recent example of this was the usage of our old custom reporting tool. We received feedback from a number of customers that it was difficult to use, mainly because they didn’t know what specific dimensions and metrics were important for them and their industry to build reports on. They preferred to ask the Bench team to provide the reports – taking them out of the Bench Connect platform.

We solved this pain point by placing the customer experience at the forefront of our design process. Our reporting templates put detailed reports into the hands of our customers faster and more efficiently, allowing them to access the same level of insight and detail that our team uses every day.

As a result of our work in this space, we’ve seen an increase of more than 1,300 reports generated by customers – a 161% uplift over the last four months compared to the previous period.

We continue to generate customer feedback through many channels, and our approach has led to a strong two-year product vision and a specific 6-12 months roadmap tackling the most burning pain points for our customers and prospects.  This ensures our developers are building solutions that solve real problems felt by our customers – allowing them to be more agile in their programmatic advertising strategy.

If you’d like to chat to the product team about your challenges in digital marketing, send an email to

Peter Liaros is Group Product Manager at Bench

575 324 Bench Media
Shai Luft - Bench Media

Chief Operating Officer

Shai Luft

Meet Shai Luft, a senior marketing executive with a proven track record of delivering results for Australia’s largest ASX200-listed companies. Despite his success, Shai was frustrated by the amount of red tape and bureaucracy that held back marketing innovation. That’s why he co-founded Bench in 2012. As the driving force behind Bench’s operations, Shai is committed to empower marketers with the agility and control they need to achieve their best results.

Ori Gold - Bench Media

Chief Executive Officer

Ori Gold

Meet Ori Gold, an ad tech and martech expert. Driven by the frustration of everyday marketers facing a lack of control and accessibility, Ori co-founded Bench in 2012 to revolutionise the digital advertising landscape. Heading the talented and forward-thinking team at Bench, Ori is the driving force behind the company’s strategic and product vision. Thanks to Ori’s leadership, Bench has become one of the most respected and successful digital agencies in Australia.

General Manager

Liam Garratt

Meet Liam Garratt, the creative mind behind Bench’s top-notch products and services. With a career in digital media spanning over a decade, Liam has made a name for himself as a leader in the industry. He got his start in 2011 working for UK-based programmatic platform Crimtan, where he played a key role in launching the company’s Australian office. In 2017, Liam brought his expertise to Bench, where he now leads the Product & Services functions. Liam is passionate about delivering only the highest quality products and services to Bench’s clients. His commitment to excellence is the foundation of Bench’s stellar reputation.

VP of Growth

Anthony Fargeot

Meet Anthony Fargeot, the pioneer behind Bench’s growth and success. Joining Bench in its infancy in 2013, Anthony’s experience with high-growth start-ups gave him the skills to help Bench become one of the most successful digital agencies in Australia. As Head of Client Services and then Director of Operations, Anthony led Bench through its highest growth period. Today, as VP of Growth, Anthony uses his creative thinking and strategic insights to always look for new and innovative ways to help Bench stay ahead of the curve in a rapidly changing digital landscape.