How (not) to Piss off Your Customers: Fun with Customer Migrations
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Customers get really excited about new software.. especially, when it replaces something old. How do you create a migration experience for customers that takes into account customer needs?
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How (not) to Piss off Your Customers: Fun with Customer Migrations
- 1. How to Piss off Your Customers: Fun with Customer Migration @ amandalucia not
- 2. Recipe for Disaster: 1) Launch new software
- 3. Customers get excited about new software... really >
- 4. ...Especially, when it replaces something old.
- 5. It’s all too easy to focus on the marketing launch...
- 6. and overlook the plan for existing customers.
- 7. Start with the ideal end state.
- 8. Then figure out: 1) 2) What needs to happen to get there? How much customer intervention is required? 3)What can you do for them?
- 9. 1) 2) Launch new software Do things on your schedule Recipe for Disaster:
- 10. When we first launched HubSpot3, we felt like this...
- 11. But it quickly turned into this...
- 12. All 0 # of Customers Some Most Noise Level
- 13. Not all customers were “into” HubSpot 3. Not everyone was ready for HubSpot 3. Not everyone knew what HubSpot 3 was. Not everyone wanted HubSpot 3.
- 14. How does this migration overlap with their business? How will you get them set up properly? How will you give customers a heads up? How will they learn to use the new tool?
- 15. 1) 2) 3) Launch new software Do things on your schedule Bombard them with email Recipe for Disaster:
- 16. If it’s important, you should never email.
- 18. Go where the customers go... Simple cases could be automated. Most notifications could be handled in-app. Have an escalation process ready. As in, people.
- 19. All 0 UX Team # of Customers Some Most
- 20. UX Team All 0 # of Customers Some Most In-App
- 21. In-App UX Team All 0 # of Customers Some Most Individual Outreach
- 22. 1) 2) 3) Launch new software Do things on your schedule Bombard them with email 4) Be inflexible Recipe for Disaster:
- 23. There’s no such thing as a perfect plan.
- 24. You don’t know what you don’t know.
- 25. 1) 2) 3) Talk to people. Monitor key indicators. Look for patterns. 4) Regularly review the process. Customers Customer-facing Teams " Support
- 26. @amandalucia Now, the fun part! Questions?