By failing to grasp the demographics of their customer base, Demon Internet appears to have scored a convincing customer service own-goal with their email upgrade.
Discussion of how to ensure you can bring your customer base with you to the latest and greatest version of your product
I was discussing recently the importance of getting a product installation or upgrade process right for customers. Here are some guiding principles from a usability perspective that you may wish to consider when defining your product’s requirements.
A few months ago, I co-presented a short speaking slot at this year’s SatMetrix Net Promoter European Conference. I’ve reproduced an excerpt from their official blog of the event for posterity.
You can see the full article in its original form at Net Promoter – Blogs – European Conference Blog 2010.
You expend a lot of effort getting people to buy your product and they’re happy with it.
You then go back to your satisfied customers and tell them what they have is now mediocre, so they have to move onto your latest and greatest product version. You see this everywhere, from washing powders to family cars, so it must work for enterprise software, right? So why are your no-longer-happy customers now chasing you with pitchforks and burning torches?