The Hack – Cause a Problem Intentionally to Reach Out to Users
AARRR stage – Retention
Growth Problem – How to Get Users to Contact Customer Support
You’re intently staring at your screen, trying to get something important – no – crucial done. That one big task, which will tip the balance of your day’s productivity on the ‘getting shit done’ scale. And then your SaaS app crashes. OMG! WTF! NOOOO!!!
But then… As if by magic, you see an email pop up in your inbox from the Customer Success team of this already-foresaken app developer (which is now on your ‘to unsubscribe as soon as I find a suitable alternative’ list). In a very excited, slightly self-indulgent tone, the mail points out that their system has picked up on a problem with your app instance but the issue has already been fixed by their developers.
They also offer you a 30% discount on their annual subscription as an apology. “WOW! That’s some pretty outstanding customer support” you think and straight-away reply thanking them for saving your day. You then promptly take the app off your ‘to unsubscribe as soon as I find a suitable alternative list’ and purchase their annual plan. In short, you are now a BELIEVER.
But guess what? You just got Growth Punk’d! (now THAT would be a cool show)
Just Hack It:
- Wha?! Let me repeat that. Growth. Punk’d.
- “But, why? They seemed so nice!”
- Uh-huh, that’s what they all say. Anyway, you have just experienced a very clever hack from the ‘customer success as marketing’ playbook
- If you think about it, it’s Psychology 101: save the princess, be the hero. And that’s exactly what you are now. A princess…
- Now that you know, don’t be so gullible next time. Look after yourself in that gangster’s paradise a.k.a. the SaaS startup world
- And definitely have a think about whether you can ethically replicate this hack for your own users
- Just be careful how you do it – the last thing you want is to lose any customers this way. Not everyone is as gullible, princess…