Product launch requires a lot of time and resources to be successfully released. After the work is done, and the product is released, work on the product continues. The next step is to review and track product performance. The assessment of post-launch product launches is very valuable because it shows how well a marketing campaign promotes products and creative capabilities to serve their target audience.
Although testing and pre-launch steps are standard in the product development process, that does not always guarantee the product will meet your sales projections. Post-launch helps you compare expected returns with actual returns. Reviewing data directly can help you see where marketing or product development actions can be improved to achieve or exceed your anticipated goals. Another important part of the post launch review is to gather more corroborating data for the next launch.
When your launch is successful, and you sell a product or service that is always green, you might launch it again in the future. Post-launch helps you to add your testimony and data to provide social proof that your product does what you want. When you collect testimonials at the testing stage of the development process, the more data you collect can help the product sell itself. Launch post reviews include:
track the performance of marketing campaigns
collect social evidence from happy customers
confirm the responsive customer service channel and resolve the problem immediately
Another important part of the evaluation process is to track the performance of your customer service response to the problem. In product launches, everyone is busy with their duties and excited. However, it is very important to have staff available to receive calls, respond to emails, tweets, and Facebook posts regarding the problem they are buying the product. The last thing you want as a developer is to have products available, and consumers can’t buy.
The customer service department is the only part of the launch process that is directly tested. You can do running exercises but until you release a product, you will not know how well you are prepared to handle an unexpected situation. It is accepted that technology can and does have unexpected problems that we must all handle when that happens. However, customer service is considered to be within the control of the company. “Why don’t they answer the phone or respond to my email?” The aim is to minimize the frustration of this type of customer as much as possible.
Product launch post reviews help you to monitor your performance and confirm you meet your sales goals. Conducting this evaluation after your product is released, will help you compile future product releases by creating better projections, improving marketing and customer service planning for your launch.