Você lançou um novo produto com críticas mistas. Como você pode garantir a satisfação do cliente no futuro?

It can be very impactful, if prior to launch, there is also a feedback mechanism to test product features, marketing messages, GTM strategy, etc. This can be a mix of current customers, employees and future segments. Experience insights can be leveraged pre-lauch for cost avoidance and higher conversion.

Após lançar um produto com críticas mistas, a primeira ação deve ser reunir feedback. Em minha experiência, quando um novo serviço foi recebido de forma ambígua, convoquei uma série de pesquisas e entrevistas com clientes. Ouvir diretamente suas opiniões permitiu identificar problemas específicos e oportunidades de melhoria. Esse feedback direcionou ajustes que não apenas corrigiram falhas, mas também reforçaram a confiança dos clientes na marca. A coleta contínua de feedback é fundamental para alinhar o produto às expectativas do mercado e garantir sua evolução.

Listen to your customers before you launch a product, continue to test and iterate after launch until you hit the sweet spot of increasing sales while reducing complaints.

Many years ago we first built a physical customer insight room. We took all the feedback we had about a client's product, service provided and overall experience (not phrased like this at the time). It was manual pieces of tagged insight (to contributor). We spoke to several customers and asked what their journey was through 'product interest' to 'ongoing usage' and 'complaints and refunds'. We reordered all the insights we had around these 'categories'. Very quickly we could see two things: 1. The client was not organised in line with how the customer navigated through their business 2. There were two touch-points damaging the experience These were easy to rectify. And it started a transformation to be more customer led in design.

As with anything in life listening and understanding is important. You need to get beyond surface comments and understand the context as to why customers have given certain feedback. You should also be clear on who you are listening to. Is this feedback coming from your target audience? Or is this from people who wouldn’t normally use your product or service? I’m not saying you should ignore i, just that you frame it as this. Next test and learn - before you make changes, develop prototypes and test with the same or similar groups who have feedback.

"To ensure customer satisfaction, communicating openly is a game changer. Trust me, I been long enough in this industry to know that communication is everything: ➜ Share thoughts and concerns and respond promptly to address issues. ➜ Provide regular updates on product development and improvements always. Mark my words: if you communicate openly today, you will be leading the industry tomorrow."

Be as clear about what you aren't doing as what you are. The last thing you want to do is further confuse or disappoint, so use the communication avenues to be very transparent about the what, what not, and the when.

- Sé transparente sobre los problemas planteados y las acciones que estás tomando. - Emite declaraciones públicas y participa en conversaciones individuales cuando sea posible. - Reconoce los comentarios de los clientes y demuestra que estás trabajando en soluciones. - Genera confianza al mostrar que valoras sus voces y que su satisfacción es una prioridad. - Comunica regularmente las mejoras y actualizaciones basadas en sus comentarios.

Think that if you didn't have them, you would have to invent them; it's a great opportunity to improve. But approach them with transparency and sincerity. Don’t cut out or eliminate what you don't like just because it doesn't align with what you were thinking. Not all negative critiques are constructive, just as not all positive ones are. Only those that truly help you improve matter, not the purely emotional ones or those already planned as improvements. Keep that in mind, but analyze them—every critique can give you valuable insights on which direction to take

Iteration is critical here, do your best to implement small changes very quickly so that customers feel like you are taking their feedback seriously.

- Implementa cambios que aborden directamente los comentarios y áreas de mejora identificadas. - Ajusta características, corrige errores y agrega nuevas funcionalidades según las solicitudes de los clientes. - Sé ágil y receptivo para mostrar tu compromiso con la satisfacción del cliente. - Mantén a los clientes informados sobre las actualizaciones y mejoras a medida que se realizan. - Comunica claramente cómo estos cambios mejorarán su experiencia con el producto.

Not all comments are valid. Implementing improvement actions comes after filtering and deciding what to implement. You need to follow an order to avoid making changes recklessly, as many might be interconnected and, in turn, could alter the state of other existing features when implemented. Don’t rush; identify the most important drivers that directly affect the product's direct sales—things like image, advertising campaigns, colors, and so on, afterwards. Prioritize factors like usability, distribution, training, etc., first. The drivers will allow you to balance (improvements & resources) to remain viable

In my experience, ensuring customer satisfaction after launching a product to mixed reviews requires a proactive approach beyond enhancing training. It's crucial to establish a feedback loop where customer insights are continuously gathered and analyzed to identify areas for improvement. Actively engaging with customers through surveys, focus groups, or direct conversations can provide deeper insights into their concerns and preferences. Additionally, consider offering personalized follow-ups or solutions to those who provided negative feedback, demonstrating your commitment to addressing their specific issues.

Every change must be supervised. Don't rely on others—do it yourself. Even if you trust your teams to handle it, you should still oversee it directly, especially in areas or changes that are more delicate or critical to the viability of the product. If you are in the early stages of the company or haven't previously launched other types of products, don't let yourself be swayed by those departments or individuals who want to dictate priorities regarding improvements and resources. Stay focused on what you and your team have identified as priorities. When monitoring progress, don't get anxious about immediate results; give it time to see the trend in feedback and determine whether it has worked or not

This is hand in hand with communication. Expect to regularly communicate status updates and give feedback opportunities, especially with your power users.

Engage with your customers by actively seeking their feedback and showing that you’re committed to improving based on their input. Enhance the post-purchase experience by offering personalized support and follow-ups, reinforcing that their satisfaction is your priority. Building a loyal customer base through continuous engagement and responsiveness will help turn mixed reviews into long-term trust and satisfaction.