Why people 'switch' from one product to another and how you can increase the odds that it goes your way
I'll introduce a simple framework and a quick customer interview technique to help product managers better leverage the drivers and blockers that drive retention and churn:
- We’ll look at the 4 key forces that product managers need to impact when a customer is purchasing a new product or service:
> Push of the Current Situation
> Pull of the New Solution
> Anxiety of the New Solution
> Habit of the Current Situation
- We'll also look at how to interview customers to elicit this information (the ‘switch’ interview).