Was sind die Best Practices für die Kommunikation von Produktänderungen an Kunden?

Create a beta tester community. Before rolling out major changes, create an exclusive community of beta testers from your existing customer base. This group can provide feedback on new features, and their testimonials and experiences can be used in your communications to highlight the benefits. Create personalized video messages for different segments of your customer base, addressing how the product changes specifically benefit their unique use cases.

Entender claramente tus objetivos es tan esencial como comprender a tu audiencia, ya que estos elementos son la base para elegir la estrategia más efectiva. Cuando se trata de cambios significativos, una estrategia intrigante puede ser la clave para atraer nuevos clientes y usuarios. Por otro lado, si buscas resaltar aspectos más sutiles, una serie de videos que resalten las ventajas de tu producto puede ser la mejor opción. Además, al mostrar comentarios y sugerencias hechas por tu audiencia, demuestras un compromiso genuino con la mejora continua, fortaleciendo así la confianza de tus usuarios en tu marca.

The way to communicate product changes to customers and ensure they are aware of them cannot be done only through a single channel- users interact with various platforms and channels and you should try and cover as many as possible in an efficient way starting from emails, newsletters, slack channel , CSM meeting briefs and others

Depending on the complexity of the change, video is a great way to demonstrate what is different and how to use the new functionality. Depending on how disruptive the change is, make a plan to notify customers that a change is coming and then contact them again with details about how to use it once live. The more channels you can use, the better.

To ensure product changes are communicated effectively and directly, incorporate messaging within the app/product interface. - Tooltips are an excellent way to introduce new features/changes in a non-intrusive manner and provide immediate, context-specific information. - Use succinct pop-up messages to grab users' attention right away after they log in. Include a quick feedback option within these in-product messages. This can be as simple as a thumbs-up and thumbs-down. - Banner messages placed prominently within your product's interface offer continuous visibility without disrupting the user experience.

There's no single channel that works for each of your customers - Listening to them and understanding what works for their needs is crucial. There are different methods and channels that work for different customers so covering as many as possible with the right message is crucial.

For the B2B market, I've been leveraging in-app notifications over the past few years. The trickiest part here is finding the balance between under-informing and annoying the customer with excessive communication. Using options like Product Tours, Spotlights, Tooltips, and not just the classic modal on the homepage can help. Another approach we've been testing, which has been yielding good results, is delivering notifications with quick video tutorials directly through the most used messaging app—in Brazil, that's WhatsApp.

Si tu audiencia no está compuesta mayormente por geeks, no es necesario enfocarse en terminología técnica excesiva. Por el contrario, concéntrate en los puntos clave y las mejoras que los cambios en tu producto aportan a la vida y dinámica de tu público. Conociendo a tu audiencia, comprenderás lo que realmente les interesa saber. A través de una serie de reels en las redes sociales, utilizando no más de 5 temas, puedes comunicar las novedades sobre los cambios en tu producto y mantener el interés de tu audiencia en tu marca.

Start with a teaser campaign to spark curiosity, using social media and newsletters for hints. Offer sneak peeks to loyal customers, turning them into advocates. Share behind-the-scenes content to show the effort behind the changes, building a deeper connection. Use countdowns to heighten anticipation and give exclusive previews to a select group for early feedback. Host a launch event to unveil the changes, followed by tutorials and FAQs to educate customers. Actively seek feedback post-launch, showing commitment to improvement. This method mixes excitement with involvement, ensuring that customers are eager to learn about the changes and understand the value and benefits.

Para identificar las áreas de mejora, es imprescindible conocer la opinión del público. Las encuestas breves con preguntas concisas, combinadas con los comentarios y el feedback de los usuarios, constituyen la mejor manera de evaluar el impacto de un producto o servicio. Tanto si se trata de un nuevo lanzamiento como de una actualización, es fundamental mantener un canal abierto para las opiniones de los usuarios y brindarles la debida atención para continuar mejorando.

As the post suggests, the product is already therefore the first should already be documented in identifying goals. I would say the first step should come from user feedback and the tone of the narrative should always be A. We heard you and B. We acted on the feedback. You will have their attention and following, make sure the release notes are in layperson speak vs technical jargon

Here are 3 points to consider- 1) Craft a narrative that showcases the "why" behind the change. Highlight a customer pain point you're solving or a new opportunity you're creating. People connect with stories, so use them to make your product updates resonate. 2) Use social media teasers, in-app sneak peeks, or a pre-launch email campaign to prime your audience. This builds excitement and allows early adopters to become champions for the change. 3) Offer multiple channels for learning about the update, like interactive walkthroughs, guided tours, or Q&A sessions with the product team. This empowers users to adapt at their own pace and provides a platform for open communication.

Here are two additional points to consider: 1. Segment your audience: Tailor your communication to different customer groups based on how they'll be impacted by the changes. 2. Provide resources: Make it easy for customers to find resources that help them understand and adapt to the changes, such as FAQs, tutorials, or webinars.