31 Jan “I’m Happy to Register My New Product,” Said No-One Ever
It’s obvious that your customers should be happy when they’re unboxing your product. But it’s not likely that they’ll be surprised or delighted by the product-registration process, because it probably won’t be easy or of any lasting value. That’s why we built Snap4that: to be unexpectedly easy, and to offer explicit value for the length of ownership – to eliminate traditional product registration and replace it with something different and better.
Product managers know that differentiation is what sets a product apart from what the competition offers. Customers get to consider what’s different, and whether it matters to them, as they decide why to buy one product over another. All adjectives aside – faster, better, stronger, cheaper – one product will deliver more delight, which is that thing you feel when your expectations are exceeded. “Vive la différence”, after all, is about delighting in what’s different.
Satisfaction is simply having one’s expectations met. Delight comes from the unexpected – the absence of which can have little impact, either positive or negative. Dissatisfaction arises when a product fails to meet expectations. A hotel guest might be satisfied when taking a shower, until the water pressure drops. A driver might be satisfied when braking, until the brakes fail. Meeting someone’s expectations doesn’t make them happy, but failing to meet expectations will leave them dissatisfied pretty quickly.
Along these lines, a product manager can categorize a given product feature in one of three ways:
- Must-be. Customers will only be satisfied if the feature is there (e.g., tires on a car). If it is, the customer may never care or notice. But if it’s not, the product may not succeed in the marketplace (or perhaps customer service will find itself unexpectedly busy!).
- One-dimensional. A thing that satisfies/dissatisfies as a function of how much/little the product offers. Often this is a feature that can be measured, like gas mileage. Even though a car’s designers would consider mileage among many other tradeoffs such as weight, power, and safety, we can isolate the product feature of mileage in terms of how it affects customer satisfaction.
- Delighter. An unexpected extra that really wows a customer. First-of-their-kind solutions to long-standing problems are classic delighters. Today’s cars that offer lane-assist steering will delight the many customers who don’t broadly expect that feature yet. But, like yesterday’s cup holders, power windows, and anti-lock brakes, today’s delighters will quickly become tomorrow’s must-be features.
In this framework, must-be requirements are about keeping customers from being unhappy, and delighters are about them appreciating something they didn’t expect. Delivering the must-be and one-dimensional requirements is necessary just to have a fair chance in the marketplace, while it’s the delighters that help products to stand out.
As an exercise, use this lens to consider the on-boarding features for your own product:
- Must-be. Avoid impediments to on-boarding. You don’t want users to find the operation of your product unfamiliar or puzzling. Your product shouldn’t fail to meet their expectations for how it should work.
- One-dimensional. Compared to similar products, is it measurably as easy to learn to use? Does it offer, for example, an owner’s guide with a high readability index? A short time-to-initial-success? It’s important that you offer no cause for upset.
- Delighter. Are your owners happy to find that your product delivers the unexpected? A companion app that displays clear warranty-expiration dates for their products? One-tap access to the appropriate owner’s manuals and to customer-service contact info? Pointers to compatible accessories and replacement parts, so there’s no more in-store guessing about the product that’s sitting at home? All without typing or paper?
A product manager’s highest priority is to avoid upsetting their customers. Sadly, product on-boarding typically throws up an ineffective and unpleasant registration roadblock, offering even the conscientious product owner little reward for soldiering through. Snap4that delivers the first on-boarding solution that meets customer expectations for how easy it ought to be, and then exceeds those expectations by placing unexpected, valuable information at their fingertips. Customers view Snap4that as a companion to the product they just bought. Manufacturers view it as a customizable touch point and a way to identify who the customer is and exactly what they bought.
When you deploy Snap4that, your customers will be seconds away from viewing your products in an even more favorable light. See for yourself how your customers react. Contact us to learn how.