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?