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What are the best practices for managing customer expectations around product updates and changes?

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Product updates and changes are inevitable in any business, but they can also cause confusion, frustration, or disappointment for your customers. How can you communicate effectively with your customers about what's new, what's changing, and what's coming soon, without setting unrealistic expectations or losing their trust? Here are some best practices for managing customer expectations around product updates and changes.

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Matt Harras

Wellness Innovator | Idea Maker | Part of the FOLD

1 Be transparent and proactive

One of the most important principles of managing customer expectations is to be transparent and proactive about your product updates and changes. Don't wait until the last minute to announce a major feature launch, a bug fix, or a pricing change. Instead, inform your customers in advance, using multiple channels, such as email, blog, social media, or in-app notifications. Explain the benefits and the reasons behind your updates and changes, and how they will affect your customers. Be honest about the potential risks, challenges, or trade-offs involved, and how you plan to address them.

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Matt Harras

Wellness Innovator | Idea Maker | Part of the FOLD
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Transparency is super important. As a business you need to understand your market & demographic, and you need to be unapologetic about it. The one size fits all model is not a thing. Know who you are, what you stand for and who your audience will reap the rewards. People will respect you and you'll attract the right customers & employees

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Bank D.

Helping organisations win in product delivery | Certified Product Manager | Mentor | No-Code Enthusiast
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every evolving and succesful product is a continuos demonstration of the value the organisation has placed in user or customer feedback. as these customer habits and behaviours change and evolve, so should the product to develop more value and drive committed loyalty

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2 Segment and personalize your messages

Not all customers are equally interested or affected by your product updates and changes. Some may be early adopters, eager to try new features and provide feedback. Others may be loyal users, comfortable with the current version and resistant to change. Some may be high-value customers, who expect more attention and support. Some may be new or inactive customers, who need more guidance and engagement. To manage customer expectations effectively, you need to segment and personalize your messages based on your customers' profiles, behaviors, preferences, and needs. Use relevant data and analytics to tailor your communication style, tone, frequency, and content to each customer segment.

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Matt Harras

Wellness Innovator | Idea Maker | Part of the FOLD
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Some members will be super passionate about any chnages, to them you are impacting their world and their identity. It is important to take them on the journey, give them early insight, give them the feeling they are early adopters and also any new product will need tweaking, use their feedback to make minor adjustments. However regardless of all of this, the direction of the business is yours and if after all of the above they are not happy you need to be bold enough to say this may no longer be the business for them

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3 Collect and act on feedback

Another key practice for managing customer expectations is to collect and act on feedback from your customers about your product updates and changes. Feedback can help you measure customer satisfaction, identify pain points, validate assumptions, and improve your product. You can collect feedback through various methods, such as surveys, reviews, ratings, testimonials, comments, or direct conversations. Make sure you acknowledge and respond to feedback promptly and politely, and show your customers that you value their opinions and suggestions. Also, demonstrate how you use feedback to make decisions and implement changes in your product.

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Matt Harras

Wellness Innovator | Idea Maker | Part of the FOLD
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Reviewing feedback is a constant, do not be blind to your own preferences & view. Sometimes to data leads us to certain decisions however when the call is made there is always something that is an unexpected. There is no harm in holding your hands up and saying we got this wrong and we are now doing "x" to amend or being unaplogetic in saying we appreciate the feedback however this is our direction. Customers will respect you for both and helps build your brand identity

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4 Educate and support your customers

Product updates and changes can also create learning curves and support issues for your customers. They may need to learn how to use new features, adjust to new workflows, or resolve new problems. To manage customer expectations, you need to educate and support your customers throughout the product update and change process. Provide clear and comprehensive documentation, tutorials, videos, FAQs, or webinars to explain how to use your product and what to expect from it. Offer multiple support channels, such as chat, phone, email, or forums, to answer questions, troubleshoot issues, or provide guidance. Empower your customers to find solutions and resources on their own, or connect them with the right support agents.

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Matt Harras

Wellness Innovator | Idea Maker | Part of the FOLD
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communication, communication, communication is key. Take members on the journey & be confident in your conviction. No surprises.

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5 Celebrate and reward your customers

Finally, product updates and changes can also be opportunities to celebrate and reward your customers for their loyalty, engagement, and feedback. You can show your appreciation and recognition by sending thank-you notes, offering discounts, coupons, or free trials, inviting them to exclusive events or beta tests, featuring them in case studies or testimonials, or giving them shout-outs on social media. Celebrating and rewarding your customers can help you build stronger relationships, increase retention and referrals, and enhance your brand image and reputation.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the best practices for managing customer expectations around product updates and changes?

1

2

3

4

5

6

1 Be transparent and proactive

2 Segment and personalize your messages

3 Collect and act on feedback

4 Educate and support your customers

5 Celebrate and reward your customers

6 Here’s what else to consider

Customer Support

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What are the best practices for managing customer expectations around product updates and changes?

1

2

3

4

5

6

1 Be transparent and proactive

2 Segment and personalize your messages

3 Collect and act on feedback

4 Educate and support your customers

5 Celebrate and reward your customers

6 Here’s what else to consider

Customer Support

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