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Customer Criteria for a Successful Product Launch

New products are constantly being introduced into the marketplace. Most don’t arrive with as much fanfare and anticipation as products such as the iPad, the Nintendo Wii, or even Furby from years ago. But they do arrive, many with full marketing campaigns fueling their debuts.

Let’s consider the consumer’s point of view. For the people who choose to spend money on whatever is the “latest and greatest,” what makes for a positive product release experience?

I believe that there are six factors that make up the customer criteria for a successful launch. They are:

1. Excitement – There is a lot of buzz and anticipation. Everyone is talking about it. The early reviews are positive

2. Quality – There are no major problems with the product. It operates as expected.

3. Integrity – If there are problems, the company immediately takes ownership of the issues and lets its customers know how to go about getting the product fixed. Fast!

4. Availability – Distribution works. Enough units get to where they need to go so that the people who are eager to get the product as soon as it is released can. If people have reserved or pre-ordered the product, it is delivered to them as expected, or sooner.

5. Support – Customer service reps, partners and salespeople are trained on the product and can knowledgeably answer users’ questions on day one.

6. Feeling of Satisfaction – The buyer feels that the product is a least worth the price he or she paid for it, if not more.

Do you agree? And what about the other side of the equation? What about the company’s perspective?

The next blog post will look at what makes a launch a positive and memorable experience for the company that’s launched the product.

Image courtesy of VectorPortal.com. www.vectorportal.com


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