A Product Launch Resource You May Be Overlooking

Customer Support Team - A Hidden Product Launch ResourceDuring the feverish pitch leading up to the launch of a new product or new version of an existing product, it’s easy to focus on the obvious: product, sales channel, and marketing. You may be overlooking an important product launch resource available to you that could have a big impact on your next product launch. That resource is your customer support team.

Often the fastest way to achieve product launch goals is to target your customer base: the folks who love you and your products. Of course you’ll want to be sure the customer support team is ready to support the product being launched, but they can also be a very effective evangelical channel to get information to customers about new products and services. Every day your customer support team is engaged with assisting customers with a variety of requests which translates into opportunities to talk with them about new stuff.

Particularly with technical products, customers often seek opinions from customer support representatives. “Should I upgrade to the new version?”. “Should I configure it this way or that way?”. Bonds of trust are built between your customers and your customer support team. You can leverage this relationship to deliver information about new and improved products in a way that doesn’t make customers feel like they are being sold to.

Consider your customer support team as an important resource in your next product launch and provide them with a way to engage customers about new products and services in a way that is relevant, timely, and genuine.

Jim Semick

Jim Semick

Jim Semick is co-founder of ProductPlan, a leading provider of cloud-based roadmap software for product and marketing teams. For more than 15 years he has helped launch new products now generating hundreds of millions in revenue. He was part of the founding team at AppFolio, a vertical SaaS company. Prior to AppFolio, Jim validated and created version 1.0 product requirements for GoToMyPC and GoToMeeting (acquired by Citrix). Jim is a frequent speaker on product management and the process of discovering successful business models. He contributes at www.productplan.com/blog. Follow Jim on Twitter at @JimSemick.


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