The Startup Chat with Steli and Hiten
364: How to Help Your Customers Through Change
Nov 23, 2018
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In today’s episode of The Startup Chat, Steli and Hiten talk about how to help your customers through change.

When you’re building a product, it is common to make changes to it. This could be a UI change, a pricing change, a Logo change and so on. These changes will affect the customer so it is important to consider them before making any changes.

Tune in to this week’s episode to hear Steli and Hiten thoughts on how to properly make changes to your product, how to communicate those changes to your customers and much more.

Time Stamped Show Notes:

00:00 About today’s topic.

00:23 Why this topic was chosen.

00:51 Why it’s important to consider the customer before making any changes to your product.

01:54 Examples of how not to make changes.

05:13 How even lowering the prices can create friction with your customers.

05:51 Why you have to think through why you’re doing the change.

06:52 How to be more thoughtful about communicating a change.

08:40 Why the changes you make should be relevant to the customer.

09:25 How to use FAQs to address customers concerns.

10:20 How to make changes the right way.

3 Key Points:

Put yourself in the shoes of your customers.
You have to think through why you’re making a change to your product.
Even lowering the prices will create friction with your customers.



Steli Efti: Hey, this is Steli Efti .



Hiten Shah: And this is Hiten Shah. Today, we're going to talk about a very important topic. The topic is how to help your customers through change. I think any kind of change is what we're referring to. It could be a pricing change. It could be a branding logo change. It could be a UIUX change. It's something that when you're building a product, you tend to do, right? You tend to make changes.



Steli Efti: Yep.



Hiten Shah: And some of them you might think are more severe than others in terms of the impact on the customer. So I'm going to throw the first thing out on this one and just say that before you make the change, when you're thinking about making the change, I would think first, "Is this good for the customer or not?" Because that totally would change the way that I would communicate it.



Steli Efti: Well, this is something that's recurring a theme on our episodes, which is like take ... Ask yourself, put yourself in the shoes of your customers and prospects and ask yourself, "Does this make sense? What questions do they have and is this good for me or not?" Which is a tough perspective to take because most companies, the way they think about things is very much from their own perspective, right? Which is the easiest one to have.



Hiten Shah: Yeah.



Steli Efti: Which goes, "We need more growth. What could be an issue with our current growth? Although, our branding sucks. Let's just have a totally new name and new website and that's going to help us with growth. So we just change everything and then ta-da we're going to announce with some kind of PR or blog post, we have a new name now. We're awesome. And we're never going to ask ourselves the question, what about our existing customers? How will this make sense to them? Will this confuse any of them? What if they type in our old URL and they pop in a new one? Like, how do we communicate this with the greater world and what do they need? How do they feel? Is this really good for them or not?" Most companies will just never ask that question. That fundamental question that really changes everything that comes after that.



Hiten Shah: They won't. They really won't. So, yeah ... Go ahead.



Steli Efti: No, I was just about to say ...

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