Use This Simple Technique to Find out Where Your Product Is Failing


On some level, your product sucks and has room for improvement. The trouble is, identifying these holes in your leaky boat can be pretty tricky.

When someone stops using your product, they rarely tell you why. Instead, they just move on to the next thing and you never hear from them again. These users pose a huge opportunity to learn about where your product is falling short. You just need to spark a conversation with them.

Here at Speak, we detect every time a customer becomes inactive for a few days and send them an email from the founder. Our goal is to learn why they stopped using the app.

These emails have an average open rate of 78% and have sparked tons of great conversations between us and our customers.

The important thing here is to be short, personable and appreciative. Here’s the email that has worked the best for us:

Subject

Quick question :)

Message

“Hey Mark,
I’m one of the founders of Speak. I noticed you signed up for our service but haven’t been using it lately. So either you’ve been carried off by mischievous gremlins or our product didn’t solve your communication problems.
I’d love to know more about your experience! If you have a quick second, feel free to reply to this email with your feedback or ideas :)
Thanks for your help,
Eric”

It turns out, people are usually more than happy to provide feedback about their experience, they just need to be prodded a bit.

Responses to this email go directly to a shared inbox, so anyone on the team can read and respond to the feedback. If we find a common thread among the feedback, we flag it as a feature request or record the specifics in a doc. This allows us to identify patterns and find out where our product is lacking.

If used correctly, this simple technique can increase customer retention and, most importantly, help you find out where your biggest areas of improvement are.

Have you used similar techniques before? What sort of results did you see? Leave us a note and tell us about it or reach out over Twitter.

If you enjoyed this post or found it helpful, please hit the “recommend” button below. Thanks a lot!
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