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Comment communiquer les changements de produits à vos utilisateurs

La communication des modifications apportées aux produits est un aspect important de la relation entre un client et les produits qu’il utilise et sur lesquels il compte. Mais cela peut sembler intimidant si vous n’avez pas de bonnes pratiques en tête. Comment annoncer les nouvelles fonctionnalités ? Comment gérer les changements UI/UX ? Comment communiquer efficacement lorsqu’un produit ou une fonctionnalité est en phase de lancement ?

Les relations avec les clients sont basées sur la confiance, et la dernière chose que vous voulez faire est de briser cette confiance par une mauvaise communication (ou un manque total de communication). Dans cet article, nous allons examiner quelques bonnes pratiques pour communiquer aux utilisateurs les changements à venir.

Pourquoi vous devez communiquer les changements de produit aux utilisateurs ?

Bien sûr, c’est bien de traiter vos utilisateurs comme vous aimeriez être traité vous-même et de les avertir à l’avance et de leur expliquer ce qui va se passer. Mais communiquer sur les changements de produit à venir n’est pas seulement poli, c’est aussi préparer le terrain pour une réaction positive, une adoption accrue et une réduction de la négativité des utilisateurs.

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Voici quelques exemples de ce que peut apporter une communication précoce sur les changements de produits.

Réduire les frictions

Bien que les utilisateurs puissent avoir de nombreuses raisons légitimes de ne pas apprécier un changement particulier, c’est souvent la résistance humaine naturelle au changement qui entre en jeu. Nous nous habituons à la façon dont les choses fonctionnent et à l’endroit où elles se trouvent. Nous créons des routines et certaines actions deviennent pratiquement involontaires avec le temps.

Mais, lorsqu’un changement perturbe le statu quo, les gens peuvent devenir grincheux. Si quelqu’un réorganisait le clavier de votre ordinateur tous les six mois parce qu’il a « optimisé » la frappe, vous ne seriez probablement pas content. Bien que vous n’ayez pas l’intention d’introduire des changements de produit aussi perturbateurs, rappelez-vous que même les petites choses peuvent bousculer les utilisateurs. Et ne pas communiquer à ce sujet dès le début est un excellent moyen de susciter la méfiance. Avec un tampon professionnel, vous avez un excellent moyen de communiquer sur ces changements de produits aux utilisateurs. Soyez certain qu’ils le recevront favorablement.

Se préparer à l’arrivée

Les utilisateurs qui fonctionnent en pilote automatique peuvent ne pas remarquer ou apprécier les nouvelles fonctionnalités. Une fois que vous êtes familiarisé avec un produit et que vous l’avez intégré dans votre flux de travail, il est peu probable que vous fassiez beaucoup d' »exploration » spontanée.

Dans ce cas, la communication sur les changements de produit a deux objectifs : encourager la découverte et transmettre de la valeur. Il faut donner envie aux utilisateurs de découvrir les nouveautés en leur expliquant ce qu’elles leur apportent, puis les rendre faciles à trouver et à utiliser.

Lancer l’utilisation de nouvelles fonctionnalités

Vous ne faites pas ces changements pour le plaisir, vous attendez d’eux qu’ils fassent bouger l’aiguille des indicateurs clés de performance, qu’ils stimulent la croissance et qu’ils augmentent l’utilisation. Un plan de communication efficace peut créer une demande et une anticipation avant d’inciter les utilisateurs à s’engager dans la nouvelle fonctionnalité que vous avez ajoutée.

Créer un certain buzz accélérera le processus de retour d’information pour vous aider à perfectionner les nouveautés et à commencer à réaliser les avantages du changement beaucoup plus rapidement. Il n’y a rien de pire que de créer une fonctionnalité que personne n’utilise.

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