Deirdre Breakenridge asks you to consider different introductory promotions for maximum impact at launch.
- Once you've launched your new product, the work doesn't stop there. A crucial part of your go to market plan is preparing a feedback loop to gauge how your customers feel about your new product. There are different ways to capture requests for improvements based on the tools that are available to you. These tools can probe customers directly, or feedback can be shared through your support systems that capture the information. Let's break down these channels so you can be ready to learn from customers, creating a better product experience for them.
Number one, customer surveys and one on one interviews. Both methods of feedback ask customers directly how they feel about the product, and what would make their experience better. Surveys capture quantitative data which can reveal if customer expectations were met. One on one interviews give you an opportunity to dive deeper into feelings tied to product usage. You want to use surveys and conduct interviews quickly after your product launch to capture fresh thoughts and ideas from your customers.
Number two, sales feedback. The sales team doesn't stop working after the sale is made. They're following up and fielding inquiries. If the members of your sales team are strategically forging relationships then your customers will feel comfortable sharing information openly. The information from these interactions is usually captured immediately after product launch. Number three, customer service or support. Your customer service and support teams are the fix doctors.
If something is misunderstood, not running smoothly, or outright broken, then customer service or your support team will be alerted first. This frontline team hears everything from the slightly unhappy individual and the angry ranter, to the, why can't you make a product that works this way, type of purchaser. If customers feel they're really being heard, then they're happy to share their troubles and their wishes too. Number four, forum feedback.
Here's your opportunity to setup a feedback loop in a forum where your customers can share their experiences with others, relying on the community as a helpful resource. However, customer service and support teams should also actively participate. This is an opportunity to be listening and summarizing feedback that needs to go back to the product development team. Number five, employee feedback. Gathering feedback from employee users is a great way to hear straight from your internal champions.
Just like your customers, you'll have different levels of users, from your power users to your less frequent ones. Give them a way to share feedback on a regular basis through the company intranet or collaborative platforms, where sharing advances the growth of your products and your company. Number six, social media feedback. Here's where you get unfiltered feedback in massive amounts. The trick is to understand how to capture the right data to analyze.
If your company is active on social media, then it's easy for customers to go on your Facebook page, to share, or to tweet you with a question or issue. You have easy access to this information, however less than satisfied customers may complain outside of your communities so be sure to capture these conversations as well. There are many different ways to capture customer feedback, so figuring out the feedback loop that's best suited for your product will help you to fix issues and build better relationships with your customers.
- Building your go-to-market (GTM) plan foundation
- Assessing whether you need a marketing or GTM plan
- Entering new markets with a competitive advantage
- Developing your product vision and message
- Setting your product price at launch
- Setting up your channel strategy
- Driving better channel performance
- Evaluating KPIs and metrics
- Storytelling and the customer journey