Use Marketing for Transparent Product and Service Changes

There’s a Monty Python sketch where members of a Book of the Month Club answer their door to find a man dropping off a shipment of manure. Little did the subscribers know that free dung was included in their subscription.

This is a case where someone wasn’t getting what they had in mind.

And while this case may be a clear instance where the client is given something they never wanted in the first place, there are many instances where a company unintentionally gives their customers — let’s say — not what they were expecting.

For an example, more than half a million people quit video exchange and streaming service Netflix when it introduced sweeping changes to their service and pricing with very little warning.

If you want to introduce a change into your product or service, you can research customer response prior to rollout figure out how people will react. Even if the response is largely positive, there’s still a risk some people won’t like the changes, so you should still make an effort to market the change to current customers prior to the rollout so to get them onboard, if not excited about the change.

Be careful not to market changes in a deceptive way.

When making a change, marketing can come to the rescue by informing people of the change, explaining the rationale behind it, and what customers can expect going forward. With good reasons behind the changes and a way to inform people, you’re liable to gain new clients who want your revised product or service, and want to deal with a company that understands the importance of transparency.

This entry was posted in Marketing, Planning and tagged . Bookmark the permalink.

Leave a Comment

*