So it’s Launch Day and you’re feeling pretty good: you did your homework to ensure a a kick-ass product, generated a good amount of buzz from the media and everything seems ready to go.
“Time for some drinks and a nap!” said no one ever.
This is the absolute worst time to kick back and wait for things to happen. You’re about to step into the Danger Zone, so stay alert and remember these guidelines:
Customer Satisfaction is King
It’s not all about the product: it’s also about acquiring and retaining customers. They will have questions, after all, and you – and your entire team – must be prepared to answer them (more on that later). From basic questions about shipping to more complex ones regarding product functionality, be ready for them all. Having a framework in place that anticipates these needs can go a long way toward ensuring customer satisfaction and, if done right, earn a few referrals as well.
Get All Hands on Deck
Product launches aren’t just a sales or marketing problem: the little things during a product launch can make a big difference and your entire team must be ready to step up at a moment’s notice. Here are just a few of the situations they should be ready for:
- Ensuring there is always someone available to answer phones or email queries
- Having a person or team keeping up with social media to listen and respond to feedback
- Putting someone or teams in charge of continually tracking metrics and results
- Having a media team generating ideas for more coverage and looking for opportunities to alter the media message.
Assume the Worst, Hope for the Best
No matter how prepared you are for the Big Day, you should assume that something, somewhere, will eventually go wrong. From unexpected server crashes and hidden bugs to incomplete work files and IT miscues, mistakes happen. Some of those mistakes can be avoided with a product launch checklist.
If your sales team knows where the IT team stands on things, for example, there should be no worry about accidentally making false promises to customers that can’t be delivered on, upping both customer satisfaction, good press and increased sales.
Even if things do go well, the work never really ends. Next week, we’ll go over what that means, and what to do after your initial launch period ends.
Feature Photo Credit: Phil Dowsing Creative via Flickr