{"id":12225,"date":"2017-03-28T15:09:10","date_gmt":"2017-03-28T14:09:10","guid":{"rendered":"http:\/\/blog.intercom.com\/?p=12225"},"modified":"2020-07-30T12:58:01","modified_gmt":"2020-07-30T11:58:01","slug":"your-future-customers-are-using-another-product","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/your-future-customers-are-using-another-product\/","title":{"rendered":"Are your future customers using another product?"},"content":{"rendered":"

When new customers sign up to your product, they don\u2019t come out of nowhere, although it can seem that way with two screens and the vastness of the internet between you.<\/p>\n

Each person has a backstory: an established way of doing the job they\u2019re thinking about hiring your product to do. The challenge for anyone building product is understanding the value your customer will get from switching from the old way of doing things to the new way \u2013 your product.<\/p>\n

Without a clear understanding of the value your product can bring, prospective customers will continue with the status quo or choose a competing product where the value is<\/em> clear. Ignore your customers\u2019 backstories and you risk losing them to your competitors.<\/p>\n

Understanding the backstory<\/h2>\n

To understand your prospective customers and their backstories, you should answer these three questions:<\/p>\n

    \n
  1. Are prospective customers using an existing product to do the same job today?<\/li>\n
  2. If so, how easily are they able to evaluate my product against their current one?<\/li>\n
  3. If they decide to switch to my product, what barriers will they encounter?<\/li>\n<\/ol>\n

    New customers don\u2019t exist in a vacuum. If you\u2019re selling a product only to very small startups, it\u2019s possible they\u2019ll be coming to you with a clean slate and no existing solution.<\/p>\n

    But as more established customers show up at your door, it\u2019s almost certain you\u2019ll need to convince them to replace a product they\u2019re already using.<\/strong><\/p>\n

    Once you know that a prospective customer has an existing product to do the same job, you can reframe your initial interactions with them. You need to meet them where they\u2019re at on the Jobs-To-Be-Done timeline<\/a>, making the best impression while they\u2019re actively looking for potential solutions, deciding which one to use, and switching over.<\/p>\n

    \"\"<\/p>\n

    People are busy and have a limited amount of time and attention, so they won\u2019t go out of their way to try to understand why your solution is better. If you ask for too much effort from a prospective customer too soon on the timeline, you\u2019ll lose them to a competitor or a distraction.<\/p>\n

    Improving your product<\/h2>\n

    To illustrate how you can use the backstories of prospective customers to improve your product, let\u2019s look at a real example we worked on for Articles<\/a>, our\u00a0knowledge base product<\/a>.<\/p>\n

    1. Are prospective customers using an existing product to do the same job today?<\/h3>\n

    Intercom\u2019s customers have often asked us for knowledge base functionality, but it took time to design an Intercom approach to solving this problem. In the meantime, while some of our customers did without a knowledge base, we knew that many of them purchased standalone knowledge base software or built their own. Once we shipped our own solution, we knew we\u2019d need to convince these customers to make the switch.<\/p>\n

    Because we understood the backstory, we knew the existing products prospective customers were using. That meant we could design a new customer experience aimed at people with existing knowledge bases, which in turn helped us attract a larger group of prospective customers.<\/p>\n

    2. If so, how easily are they able to evaluate my product against their current solution?<\/h3>\n

    From Articles’ early beta customers, we learned that seeing how content is created and presented to end-users is an important part of evaluating a knowledge base product. Because of this, we made it possible to create and preview articles immediately, without the friction of first having to start a trial with a credit card. For customers with an existing knowledge base, we also built an importer to easily see how their content would look in our product right away.<\/p>\n

    Because we understood the backstory, we knew how people evaluated products against one another. By making it easy to see what content looks like in our product before making a buying decision, we gave prospective customers that first taste of success, which has helped us convince more customers to switch.<\/p>\n

    3. If they decide to switch to my product, what barriers will they encounter?<\/h3>\n

    During the beta, we saw that creating lots of content can be a big barrier to using Articles, especially when a customer feels they must have an entire knowledge base ready before showing it to the world. We addressed this by adding features to make even a single piece of content useful: create one short article to answer a common question, share it in a few conversations with end-users and start getting value and feedback right away.<\/p>\n

    Because we understood the backstory, we knew the hurdles new customers would have to overcome. This helped us design ways for customers to start using the product incrementally, which has helped customers get value from our product sooner.<\/p>\n

    Answering these questions can be easy<\/h2>\n

    Your customers aren\u2019t one homogenous blob, so no two backstories will be the same. While there\u2019s no one-size-fits-all approach, it\u2019s easy to start by having some conversations with prospective customers and building a foundation of knowledge.<\/p>\n

    Here are a few ideas for how you can get started answering these questions. You can send these messages through Intercom<\/a>, but no matter what tool you\u2019re using, the principles are the same.<\/p>\n

      \n
    1. To find out if potential customers are using an existing product to do the same job today, send a simple message targeting repeat visitors to your marketing website.<\/li>\n
    2. To understand how easily they can evaluate your product against their current solution, send a message targeting people who\u2019ve recently created a new account and explored the product but didn\u2019t come back.\"Discover<\/li>\n
    3. To find out what barriers new customers encounter once they decide to switch to your product, send a message targeting people who\u2019ve recently converted to a paid subscription. (If you have a data importer or another feature used by customers who are switching from another product, setting up an event to track usage<\/a> of that feature could help you target your message even more effectively.)\"Uncover<\/li>\n<\/ol>\n
      \n

      Do you understand the backstory of your potential customers? Answering these questions and incorporating what you learn into your product\u2019s new customer experience will make your future customers won’t end up in your competitors’ hands.<\/p>\n\n","protected":false},"excerpt":{"rendered":"

      When new customers sign up to your product, they don\u2019t come out of nowhere, although it can seem that way with two screens and the vastness of the internet between you. Each person has a backstory:…<\/p>\n","protected":false},"author":181,"featured_media":12239,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[5],"tags":[26,62,181],"coauthors":[451],"class_list":["post-12225","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-and-design","tag-jobs-to-be-done","tag-product-management","tag-product-research"],"yoast_head":"\nAre your future customers using another product? - The Intercom Blog<\/title>\n<meta name=\"description\" content=\"Every customer arrives at your product with a backstory. 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