What is a power user?
Power users are defined as the customers that use a company’s software more often and in more effective ways than other users.
A power user, or a super user, is a customer that uses a company’s software more often and in more effective ways than other users.
These power users are typically a highly engaged segment of monthly active users, and are identified with usage, engagement, and other behavior metrics that track touchpoints with the product.
Power users are particularly valuable to businesses, as they can provide useful feedback that influences product development. Their enthusiasm for the product also makes them likely candidates for becoming product advocates or ambassadors, touting the benefits of the software to new and potential users.
What are the qualities of a power user?
One of the most prominent characteristics of a power user is that they are repeat users of a product. That said, the frequency that makes someone a power user varies by industry. For example, someone who logs into their account more than twice a week would be considered a power user for a digital bank. Meanwhile, for project management software, a power user would use the product multiple times a day.
Another trait of power users is that they are open to sharing regular feedback. Given their frequent interaction with a product, they are more likely to come across snags and issues. They can also be counted on to be vocal with their praise when positive changes are made.
Power users are often early adopters of new features, volunteering their advanced capabilities for beta testing. Plus, they’re likely to come across new ways of using the product, which can influence a brand’s product roadmap down the line.
Given all of these traits, savvy teams know to engage their power users often and in useful ways.
What value do power users bring to businesses?
Beyond providing insightful feedback and testing new features, power users provide value to businesses through multiple avenues.
- They offer a continuous revenue stream for businesses through their ongoing use of the product. They provide a monthly recurring revenue brands can count on.
- They act as organic advocates for the brand. Since they genuinely find the product useful and see the benefit of using it, power users are likely to share their experiences with their network and encourage others to use the product.
- They can act as product ambassadors on your user community or community forum, answering questions, sharing unique use cases, and pointing out the benefits of the product.
- They’re likely to share highly actionable feedback simply by being avid users of the software. By being highly engaged with the product, they’re more likely to test the extent of the use cases, and have real visibility into what else the product could do. This makes them valuable contributors to the product roadmap.
With all the different ways that power users provide value, software companies should aim to foster their communities of power users and continuously tap into their potential.