Your users decide to leave your software product.

Could it be that their experience wasn’t personal enough?

——

Why would that be of any importance? Does it apply in other fields of business? Let’s think about it.

We all know women who have their hairstylist and to which they’ve been going to for years — they’re definitely not looking for alternatives as all’s good. The mental and emotional price they’d need to pay in order to find a new one is kinda high and it’s not worth paying it when everything seems to be fine.

In fact, they actually might be served better (even for the same price or less, if price is taken into account) by someone else — it is possible. However, the mere thought of breaking the personal connection is too much.

Why is it that they’re “stuck” with their hairstylist? I would say it’s pretty much the fact that their experience is personal enough for them. They’ve been knowing each other, have been interacting for some time and “vetted” each other.

“How is that relevant in tech?”

Creating an experience as a tech company is more complex than a hairstylist and their clients. Besides, I know you also want to make it scalable.

But I think here’s where the fork in the road appears.

Most people look at “scalable” and choose “serve everyone”. Because scalable can mean “works for everyone”. Apple is for (almost) everyone, right? Amazon is the same, right?

Wrong. Arguably they are today but they surely were not in the beginning. Amazon was for “book people” in the beginning. Apple was for the techies who were part of the Homebrew club. Some years later, their iMac was for the creators. Their iPod was for music people. We can go on and on.

Eventually, indeed, audiences “cross-breed” but that’s because of the very strong impact a company’s hit is. It’s the reasoning behind most of my articles and the “father article” is this one:

Which brings me to people who choose the other way in that choice I was mentioning above.

These few people…

…understand that scale comes as a by-product of doing the non-scalable. It doesn’t make sense, I know — the math adds up only for the first road. But only through doing the non-scalable you can understand what is actually scalable and what isn’t.

And if that is too abstract, I’ll say this: you absolutely need to be as personal as possible for as long as possible to your users, before going into full scale.

Because only through spending a lot of time with extremely personal experiences you can notice patterns and automate your way to millions of £ or $ in MRR.

Sweet, right? Not at all, it may seem. But it indeed becomes bliss to do that on the daily if you’re not about “getting there quick right now” and rather “enjoying the road to getting there”.

(Which is another way of saying the cliché enjoy the journey not the road.)

How to do that? That’s what most of my other posts are about.

Wouldn’t it be great if you’d know what it is that could take you to higher MRR figures? This is it.

About Ch Daniel

I run Chagency_, an experiences design agency that specialises on helping tech CEOs reduce user churn. We believe experiences are not only the reason why users choose not to leave but also what generates word of mouth. We’re building a credo around this belief.

If I’ve brought you any kind of value, follow me and get in touch here: LinkedIn | Twitter | Email | Quora | YouTube (same content but in video)

I’ve also created an infinitely-valuable app for sneaker/fashion enthusiasts called Legit Check that impacted hundreds of thousands over millions of times – check it out at chdaniel.com/app

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Illustration Credits: Bernard Magri