You should fix all the broken things in your product. You avoided some decisions in the past or made some decisions you might now choose to change, and now these broken things are still there. Your customers see this accumulated flotsam and jetsam and don’t think “you made the best decision you could have made at the time,” they just think “why is that thing so broken?” Don’t they care enough to fix it?
When your customers ask you to fix things, you can’t always fix them. There might be a very good reason you can’t fix that thing now, or to explain to your customer why it’s complicated. And I’d like to remind you that the longer those things are out there the more chances your customers have to get fed up and stop trying themselves. So here’s a simple set of ideas that can help regain customer goodwill (or make it bigger.)
Fix. All. The. Things.
Here’s one thing you can do today: make a list of the top 10 “cringe items” to fix. You know what they are – your customers tell you about them often. You might have a rubric internally for when they become truly important, and there is another way to measure whether something is truly a “cringe item.” Ask a new customer if they think it’s weird. If they think that part of your product is weird or confusing, it probably is weird or confusing and you should make it better.
True “cringe items” emerge from this list of merely weird or confusing items. These are items that cause significant customer pain. If these items are difficult (technically) to fix, then build different ways to hold the customer’s hand and get them through the problem. You can write a blog post; you can have a call with the customer where you share your screen; and you can configure the product for them. Any solution that gets a customer through a cringe item might save a customer. You know what your cringe items are – and if you don’t know, you should ask all the people in your business who talk to customers – they can tell you.
After you know what the pain points are, make them go away.
Pain points are exactly that: things that customers find difficult. Sometimes, pain points of a product feel so bad for a customer that the customer goes away, especially when another company determines a way to make that pain point 10x easier to deal with and helps you get there. So make the pain go away.
This is an expanded version of “make it easy for the customer” because really what you are doing is making it so no customer ever again will have this problem. Ok, it’s not always easy. But fixing a cringe item offers the most return on your customer investment possible. Fixing a cringe item makes your customers believe again if they have temporarily lost faith. And fixing a cringe item brings hope to customers who’ve been waiting for you to resolve your decision debt and to do better.
Remember Pareto and the 80/20 rule.
Fixing the cringe items to improve the customer experience is a natural outcome of following the Pareto Principle. When you find the small number of cases that cause customer discontent, you should fix them if you want to maximize the investment benefit of fixing that things. Why not start with the things customers hate most? One reason is that customers famously don’t know what they want. But if enough of them are complaining about the same things, that should signal that it’s a great thing to spend more time on, even if you can’t fix it right away. So fix all the broken things. If you can’t fix them, invent a better way to help customers cope with them without getting really upset at you every time they try to do the thing they’d like to do.
You can find 47 other ways to improve the customer experience here.