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. 1. How to Piss off Your Customers: Fun with Customer Migration @ amandalucia not
  2. 2. Recipe for Disaster: 1) Launch new software
  3. 3. Customers get excited about new software... really >
  4. 4. ...Especially, when it replaces something old.
  5. 5. It’s all too easy to focus on the marketing launch...
  6. 6. and overlook the plan for existing customers.
  7. 7. Start with the ideal end state.
  8. 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. 9. 1) 2) Launch new software Do things on your schedule Recipe for Disaster:
  10. 10. When we first launched HubSpot3, we felt like this...
  11. 11. But it quickly turned into this...
  12. 12. All 0 # of Customers Some Most Noise Level
  13. 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. 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. 15. 1) 2) 3) Launch new software Do things on your schedule Bombard them with email Recipe for Disaster:
  16. 16. If it’s important, you should never email.
  17. 17. 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.
  18. 18. All 0 UX Team # of Customers Some Most
  19. 19. UX Team All 0 # of Customers Some Most In-App
  20. 20. In-App UX Team All 0 # of Customers Some Most Individual Outreach
  21. 21. 1) 2) 3) Launch new software Do things on your schedule Bombard them with email 4) Be inflexible Recipe for Disaster:
  22. 22. There’s no such thing as a perfect plan.
  23. 23. You don’t know what you don’t know.
  24. 24. 1) 2) 3) Talk to people. Monitor key indicators. Look for patterns. 4) Regularly review the process. Customers Customer-facing Teams " Support
  25. 25. @amandalucia Now, the fun part! Questions?

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