Startup hacks and engineering miracles from your exhausted friends at Faraday

Customer Success, cookies, and diminishing returns: don't announce features all at once

Thomas Bryenton on

Chocolate chip cookies

Right this moment, how much would you pay for a cookie at a coffeeshop? Let's say the amount is $3.

picture_of_cookies

(I could really go for one, so my personal estimate might be higher. I mean, check out how good that looks.)

How much would you be open to paying the coffeeshop for a subsequent cookie? A third cookie? A fifth?

Probably it would be steadily less than $3. Why? Later cookies have lower value.

Well . . . for now at least. If you come back to the coffeeshop tomorrow, you could be ready for more!

Customer Success

A related principle applies in Customer Success: people love hearing when you ship a feature they wanted. But tell them about a third feature or a fifth? Their eyes will glaze right over.

(Speaking of glaze, if cookies aren't your thing, how about these glazed scones?)

scone_picture

Sure, sometimes an engineering team works in bursts. Progress can come all at once. Then, the temptation for Customer Success is to "catch up" by reporting things to clients exactly when they happen.

This doesn't mean that as a Customer Success team you can't be strategic about who to announce features to, and when.

So:

  • Notice each client's rhythm of hunger for new features
  • Keep a stash of "feature snacks" to give clients
  • Treat yourself to a literal or figurative cookie (or scone)