Improve and extend - but don’t change.
As consumers of B2C apps, we enjoy frequent updates. I guess most of us have all our private systems on auto-update so that we not only benefit from the latest features but also receive security updates and such. That said, many of us probably count as early adopters in terms of the technology adoption cycle.
But then meet B2B, specifically Enterprise B2B. When many users are forced to use a certain tool because already the task at hand is a job to be done (literally) not a job they love.
Also, many of these users are occasional users because the job at hand doesn’t occur every day but maybe only once a month or even per quarter.
Or consider fluctuation in the workforce, such as in the construction industry or even businesses that are seasonal by definition (think amusement parks).
Then these users need to be trained for any (new) product, organized by the managers and HR teams of the companies. So, every change in tooling also means: new pieces of training required, and new training material, probably even in many different languages. Back we are:
Improve and extend - but don’t change.
We have all experienced it: There is an important event the next day, you rehearse carefully, and you think you are well prepared. Then Zoom or Microsoft Teams gets updated overnight and when you want to start the event, you are struggling to find your way. Now, this is annoying but not life-threatening. Picture this in harsh environments, when people work under stress in situations that could cause serious harm to humans, the environment, or equipment.
So what to do? How can you still bring the required change, specifically when it’s not just a tiny little pixel change but massive?
One key element is to involve existing customers early. Set up a Customer Discovery Program to collect their feedback as early as possible. In a bit more detail, here are 7 tips for bringing innovation to customers successfully:
#1 Plan Long-Term
This will be a marathon, maybe even Iron Man. It will take a while to implement but even longer to roll out and migrate all customers.
„This is great, but not so fast.“
is what we heard so many times. Your customers will need time to adopt. Hence, plan for a more extended transition period. Think in quarters and years, not Sprints.
#2 Involve Your Customers
Do your homework and implement a Customer Discovery Program (CDP) in order to involve existing customers as early as possible, for example by organizing Customer Advisory Boards (CABs). During the CDP, get as close as possible to actual users and those who are truly accountable for the business processes your product is used for.
#3 Involve Customers Early
Use the CDP to inform your customers as early as possible, even about blurry ideas. The earlier you share your plans with them, the sooner you will get valuable feedback that might change your plans.
#4 Co-Develop with Customers
Not only inform but involve them. Ideate, brainstorm ideas, prioritize, prototype, and test these prototypes - until you have achieved a good result.
As a hint, think of running something like Discovery Sprints with your CDP, just not in a single week, five days in a row (remember, they have a business to run) but stretch the process over a longer period, say a few weeks or months.
#5 Be Transparent Toward All Customers
Even beyond the CDP, announce upcoming changes early to your entire customer base. Let all of them know what’s coming. Probably not at the very early stage, you will frighten them. But as soon as the ideas and plans become a bit more tangible, as soon as you have something to show and at least a rough plan.
#6 Implement an Early-Access Program
Initially targeting the CDP participants but later for all customers: Let them try. Ideally, this can happen in a sandbox or non-production environment so that the actual usage of your product during the daily business is not affected - for example via some training systems. This will give your customers time to prepare and also bring valuable feedback for you.
Customers want to feel they are in full control. Hence, let them decide when to test or even switch to the new experience. For that, provide configuration options so that they can decide, specifically in the early stage of the project. Think about some kind of feature toggles to opt-in, later switch to opt-out (making the new experience the new default) until you can retire the old version and thus even force the laggards among your customers.
#7 Communicate, Communicate, Communicate
Share status and updates both internally but also with customers. Provide opportunities to ask questions. Be prepared to answer the same questions again and again. Do all of that via every channel available to you, such as a Customer Community, dedicated webinars for Q&A sessions, of course, the CDP, but also every other customer interaction.
To summarize:
Innovate to improve the life of your customers — but don’t overtax them.