I did a couple of customer-satisfaction interviews today.  I won’t tell you the company or describe the product.  It’s not important to the discussion, but in case you are wondering, it’s not one of the companies or products I represent.  It is important to note that both individuals that I interviewed want the product and the company to succeed.

In the first survey, I got a lot of feedback.  Almost an hour’s worth.  There was some very positive feedback about certain components of the offering, but I heard many more negative comments, such as:

  • They are barely keeping up with free alternatives.
  • The leadership was great for a startup, but needs to step aside if they are to get to the next level.
  • They are not listening to their customers.
  • They treat everyone the same, and don’t listen to the different needs of different customers.
  • No one thinks their product or their service is adequate.
  • I have to go to a third party to fix the problems they aren’t addressing, and I know other customers who are doing the same thing.
  • I shouldn’t have to pay someone else to do the job that they should be doing.

I was fully prepared to hear more of the same when I started the second interview, but instead I heard:

  • They exceeded my expectations.
  • They are extraordinary.
  • They are terrific.
  • Ridiculously good.
  • Great management and a great product!
  • They are very flexible.
  • What more could you want?

It might be easy to dismiss the negative feedback by saying, “Well, you can’t please everyone.”  Remember, however, that the person providing the constructive, but very negative feedback really wants the company to succeed.  That person might respond to the one giving the glowing report, “They are blind to the reality of the situation, and they are not helping them improve.”  Both individuals use the same product.  But they also have vastly different expectations, and thus vastly different experiences when using the product. 

In any startup, it is critically important to identify and market to the opportunities with customers that you can satisfy, and not try to market to everyone.  I know that may seem patently obvious, but too many startups chase every opportunity and respond to every expressed need with, “Yeh, we could do that.”  The correct answer in most cases is, “No, we can’t do that now. We do this.  Do you know anyone who needs this?”