Launch on time and close feedback loops with customers

Launching your product is actually the start of everything. It’s the first step in turning your vision into a thriving reality.

The meaning of true product discovery is creating a conviction around your product. And product managers should continuously lean toward focusing on actually solving the problem, rather than solely delivering the solution.

In this chapter, we’ll dive into some of these best practices that allow product teams to focus on launch outcomes and close feedback loops with customers effectively.

What makes great product launches successful?

Think of product companies like Netflix, Airbnb, Miro, or even Salesforce. What made their debut launches successful over their competitors? Why are these solutions more relevant for the use-cases they target?

A simple answer is - They have established a dedicated product discovery process that ensures customer centricity in every step of it. From the beginning to the end, which by the way, is not literally an end. It’s a cycle.

Here’s also what’s common among their product teams —

• Outcomes over outputs, always: When you’re setting an OKR for a launch, make sure it’s an outcome-based OKR and not simply, an output-based OKR. Outcome OKRs are the ultimate goals that demonstrate a change in user behaviour, performance, or business metrics.
• Flexibility for iteration based on feedback: Having a rigid roadmap and executing launches is always a BIG NO. Product managers should always ensure continuous revisiting of progress and adjustment of actions, based on launch feedback — as long as it improves your “Outcome OKRs” above. In short, have a co-creation mindset. It’s also another way of closing closing feedback loops.

If you have these two basic principles straight, then you’re all set.

Exercise to deliver and close feedback loops effectively

Delivering on time and closing feedback loops not only build trust but also foster a culture of collaboration and responsiveness. Here’s what you can do —

1. Keep your launch guides and collaterals ready: Preparing proper documentation around clear and comprehensive tutorials and guides to help users understand and utilize the new feature / product effectively is a must. You can —
   • Develop step-by-step guides that cover all aspects of the new feature or product, ensuring users can easily follow along.
   • Offer interactive demos or walkthroughs within the app for reducing time-to-value and allow users to explore the feature hands-on, esp. if it’s a complicated feature.
   • Create video tutorials that visually demonstrate how to use the feature, catering to visual learners.
   • Prepare FAQs beforehand and troubleshooting tips to address common issues users might encounter.
2. Post launch, keep all your stakeholders informed: Ensuring transparency and engagement is key. By informing users and stakeholders about the latest progress / status of their feedback, you create trust and continuous interaction.
   • Share release notes and set the cadence for regularly updating users on the progress of implementing their feedback through emails or in-app notifications. Pro tip: Close feedback loops faster by generating AI-powered release notes, and keep customers well-informed on time.
   • Maintain a feedback portal where users can add and track the status of their feedback; and even see upcoming product plans. After all, effective communication goes beyond just broadcasting updates.
   • Automate communications on customer channels like Slack to provide clear & timely communication about new releases, fostering loyalty.
3. Set a weekly/monthly cadence for active listening: Demonstrate that you are listening by responding promptly and thoughtfully to user queries and comments on social media, live Q&As,  external forums, and more. Engage in interactive conversations every 2-3 weeks to iterate on product development and close feedback loops on time.

Wrapping up Stage 4 of Product Discovery

In conclusion, do 👏 not 👏 stop 👏 at 👏 launch.

Because if you do, you would be looking at —

• Missed opportunities for improvement: Without ongoing feedback, product managers miss out on valuable insights that could drive continuous improvement.
• Decreased user engagement: Users who feel their feedback is ignored are less likely to remain engaged with your product.
• Eroded trust and hence, loyalty: Failing to act on feedback can erode trust between the company and its customers, leading to potential churn.

Closing feedback loops is a MUST to ensure that your efforts are not only efficient but also truly effective, leading to products that your customers love.