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Product launches require much time and resources to release successfully. After the work is performed, and the product is released, the work on the product continues. The next step is to review and track the product’s performance. Product launch assessments post-launches are valuable because they demonstrate how well the marketing campaign promoted the product and the creation’s ability to serve its target audience.
Although the steps of testing and pre-launch are standard in the product development process, it does not always guarantee the product will meet your sales projections. The post-launch helps you compare expected to the actual return. Reviewing live data can help you see where marketing actions or product development can be improved to reach or surpass your anticipated goals. Another important part of the post launch review is to accumulate more affirming data for the next launch.
When your launch is successful, and you are selling an evergreen product or service, you will probably re-launch it in the future. The post-launch helps you to add to your testimonials and data to give social proof that your product does what you say it will. While you gather testimonials in the testing phase of the development process, the more data you collect can help the product sell itself. The post launch review includes:
- tracking the marketing campaign’s performance
- collect social proof from happy customers
- confirm customer service channels were responsive and solved issues promptly
The other vital section of the evaluation process is to track the performance of your customer service response to issues. In a product launch, everyone is busy with his or her assignments and excited. However, it is crucial to have staff available to take calls, respond to emails, tweets and Facebook posts regarding problems they are having purchasing the product. The last thing you want as a developer is to have a product available, and consumers cannot buy.
The customer service section is the only part of the launch process that is tested live. You can do a practice run but until you release the product, you will not know how well you are prepared to handle unexpected situations. It is accepted that technology can and does have its unforeseen issues that we all have to deal with when they occur. However, customer service is perceived to be in the company’s control. “Why are they not answering the phone or responding to my email?” The aim is to minimize this type customer frustration as much as possible.
The product launch post review helps you to monitor your performance and confirm you met your sales goals. Performing this evaluation after your product is released, will help you structure future product releases by creating better projections, improving marketing and customer service planning for your launches.
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