How (not) to Piss off Your Customers: Fun with Customer Migrations
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Transcript of How (not) to Piss off Your Customers: Fun with Customer Migrations
How to Piss off Your Customers: Fun with Customer Migration
@ amandalucia
not
Recipe for Disaster:
1) Launch new software
Customers get excited about new software...
really >
...Especially, when it replaces something old.
It’s all too easy to focus on the marketing launch...
and overlook the plan for existing customers.
Start with the ideal end state.
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?
1)
2)
Launch new software
Do things on your schedule
Recipe for Disaster:
When we first launched HubSpot3, we felt like this...
But it quickly turned into this...
12
All 0
# of Customers
Some Most
Noise Level
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.
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?
1)
2)
3)
Launch new software
Do things on your schedule
Bombard them with email
Recipe for Disaster:
If it’s important, you should never email.
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.
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UX Team
# of Customers
Some Most
20
UX Team
All 0
# of Customers
Some Most
In-App
In-App
21
UX Team
All 0
# of Customers
Some Most
Individual Outreach
1)
2)
3)
Launch new software
Do things on your schedule
Bombard them with email
4) Be inflexible
Recipe for Disaster:
There’s no such thing as a perfect plan.
You don’t know what you don’t know.
1)
2)
3)
Talk to people.
Monitor key indicators.
Look for patterns.
4) Regularly review the process.
Customers Customer-facing Teams "Support
@amandalucia
Now, the fun part! Questions?