This simple example we are all too familiar with from recent times.
One common issue I encounter is companies struggling with customers not using their products correctly. This simple problem can significantly impact how prospective customers perceive your product, especially when they witness existing customers struggling or complaining.
Understanding the Problem
Consider a familiar scenario: assembling flat-pack furniture. We've all been there—extra parts left over, frustration mounting because we tried to put it together without the instructions. Inevitably, some of us take to social media, blaming the product rather than our own error.
This situation highlights a crucial point: many product failures stem from poor training, user error, misdirection, or insufficient supplier testing. In both B2B and B2C sectors, such misunderstandings can negatively impact your brand, market perception, and repeat business.
The Consequences
When customers don’t receive proper instructions, the consequences can range from mild indifference to severe accidents, depending on your product. In a commercial context, you want your customers to repurchase because your product works well and meets their needs, plus of course shout about it to their friends.
Recommendations to Ensure Correct Product Usage
Enhanced Training Resources:
Consider adding a QR code on your product packaging. This code can link directly to a simple "how-to" video, ensuring customers have instant access to guidance.
Make sure any product claims on your packaging are clear and achievable. Are customers aware of these claims, and do they know how to achieve them?
Ongoing Customer Engagement:
Engage with your customers beyond the initial purchase. Don't just ask if they're happy—ask if they're getting the most out of the product. Offer refresher training sessions.
Recognise that staff turnover at your client's company can mean your product is left in the hands of someone who wasn’t trained. Offer continued support to ensure everyone is up to speed.
Proactive Customer Support:
Proactively reach out to customers to check how they are using your product. This can uncover whether they're maximising its potential or if they're only using a fraction of its features.
Encourage satisfied customers to become product ambassadors, showcasing the product's benefits to others, be careful incentivising this to remain impartial.
Product Simplification:
Assess whether your products have too many features. If customers are only using 25% of a products capabilities, you might have overengineered it. Simplifying your products could lead to better user satisfaction and higher usage rates.
By ensuring your customers use your product correctly, you not only enhance their experience but also bolster your brand's reputation. Satisfied customers are more likely to become repeat buyers and advocates for your product.
For further insights on ensuring your products remain relevant and effectively utilised, check out my previous article Are your products relevant and accessible? Have you even checked? (zestbc.com)
Ensuring customers use your product correctly might seem like a simple step, but its impact on your business can be profound. Don't overlook this critical aspect of customer satisfaction and product success it could be hidden profit!
Get in touch at ian@zestbc.com