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Launching a brand new function is an thrilling time at Buffer. It is the end result of days, weeks and generally even months of the work that goes into constructing one thing new. There’s a lot of pleasure and so much to have fun. It is also a major time for our Assist crew. A product launch can generate numerous conversations with our clients. We need to be able to deal with that ticket quantity, rapidly reply any questions on any nuance of the brand new function, and successfully channel suggestions to the product groups that constructed it.

Launching a brand new function generally is a step into the unknown — our clients are artistic and can use our product in methods we did not anticipate and ask questions for which we did not put together solutions. In some edge-case eventualities, they might uncover bugs we did not learn about or have nice strategies for future iterations of the function that we may add to our product roadmap.

We have now refined a course of for engaged on launches, guaranteeing that the related individuals from the product, assist, and advertising groups come collectively to work on the launch plan. On this publish, we’ll share just a little about what we do in preparation for launches to create the absolute best final result for our clients and our crew.

Reviewing new function performance

Our Product crew often shares updates to our product roadmap — the define and timeline of the options we’re planning to construct. Transparency is certainly one of our strongest values, and we share this timeline publicly with clients right here.

At an early stage, a Product Supervisor will create a design temporary describing the brand new function’s performance in order that the engineers and designers can begin planning their strategy to bringing it to life. The Buyer Advocacy crew may even have a look — because the crew that works extremely carefully with clients, we hear from our most vocal customers about what options they’d like to see us add or what components of their present workflow they’re trying to enhance. We are able to provide priceless insights and strategies to assist form the function.

Working alongside advertising

As soon as the product supervisor has put a supply date in place for a brand new function, the Advertising and marketing crew begin placing the wheels in movement for the launch occasion. We sometimes need to make an enormous deal of a launch to make sure that as many current and potential clients find out about it. The Product Advertising and marketing Supervisor will work with the Product crew to decide on the launch date, and the Buyer Advocacy crew will guarantee we have good inbox protection for the proposed date.

The Product Advertising and marketing Supervisor will begin drafting the comms for the launch, together with the emails, weblog posts and social content material. Our Buyer Advocacy crew additionally will get to overview this, because it helps us to anticipate the client response. Past the brand new function’s performance, the advertising communications shares the story of why we have constructed it and the way it advantages clients.

Testing out the function

The design crew will typically share a design prototype internally, an interactive preview of how the brand new function would look and performance. The Buyer Advocacy crew are normally wanting to strive it out. This helps us perceive the way it works and permits us to make strategies for any tweaks or adjustments.

Per week or two earlier than the launch, the product is normally prepared for some testing. Initially, that is inside earlier than we begin inviting clients to have a look.Testing helps us be sure that the product is top quality and simple to make use of earlier than it will get into our clients’ fingers. It helps uncover any last-minute bugs or points we are able to repair earlier than launch. Some members of the Buyer Advocacy crew will normally be concerned in testing. We’re our clients’ first level of contact after they need assistance, answering questions and serving to troubleshoot issues. So, we should have understanding of the product earlier than it launches. That manner, we’ll be prepared to assist our clients get probably the most out of it.

Creating exterior assets

Inside our Buyer Advocacy crew, now we have a buyer training crew. They will be concerned from an early stage to start out creating Buffer’s Assist Middle articles, getting ready customer-facing guides and assets that describe how the function works to reply frequent questions. We regularly share these assets within the emails and weblog posts we create once we launch a function. It’s going to cowl extra technical element and the nitty-gritty together with any necessary technical limitations or complicated processes. The weblog posts and emails typically focus extra on the excessive stage options and advantages of the brand new function.

Updating the inner launch information and coaching out crew

We create an Inner Launch Information for the Buyer Advocacy crew for every new function that describes the way it works and highlights the good-to-knows, equivalent to plans for future iterations. Relying on how clients use it, some further performance could be deliberate for the long run, and we’d anticipate questions on this. For instance, once we first launched TikTok publishing, we did not have entry to the TikTok API for direct publishing, and we used a workaround to assist share scheduled posts to the TikTok app. We knew clients would ask about the potential for direct publishing, so we anticipated this query within the Inner Launch Information and shared the context across the limitations and the plans for the long run.

The Inner Launch Information is a working doc, and it features a area for capturing buyer suggestions from our e-mail and messaging inboxes and an space for the Buyer Advocacy crew to ask questions. The Product Supervisor and Advertising and marketing Supervisor will overview the suggestions and reply any questions that come up there. Numerous the time, the client suggestions and questions that come up assist us develop our assist heart articles. We might not have anticipated all of the often requested questions forward of them really being often requested!

For those who’d prefer to take a peek on the template we use for the Inner Launch Information, you’ll be able to obtain a replica in .pdf format right here. Be at liberty to make use of it and adapt it to your wants – I’d love to listen to from you for those who do! I’m on Mastodon right here: @[email protected]

Along with the Inner Launch Information, now we have inside coaching periods for vital or sophisticated product adjustments.

Anticipating inbox quantity

Once we launch a function, we count on a rise within the quantity of questions and tickets on the assist channel in response to the advertising communications on e-mail and social. A day or two earlier than the launch, we goal to double down on the inbox to scale back the amount prematurely. For a major function launch, we’d goal to maximise crew protection. Tuesdays work effectively for us, with the best quantity if crew mates accessible, and we’d keep away from any syncs or conferences that may take us away from the inbox on today.

[Callout: We work a four day work week at Buffer. See how our Customer Advocacy team works just four days a week while keeping up customer support.]

We’ll additionally put together macros and snippets containing pre-written sentences and phrases to assist us rapidly reply to anticipated questions. These work effectively as a method to persistently share the steps wanted to navigate explicit settings, for instance. These all get added to the Inner Launch Information to share throughout the crew.

Launch day

Making a devoted channel for the launch is an effective way to maintain everybody knowledgeable. It helps maintain monitor of what’s occurring with the launch and makes it simple for the crew to entry details about it. We have now a devoted Slack channel for launches, and we’ll share important milestones and timings, equivalent to:

  • the preliminary rollout to five p.c of customers (necessary final test for any surprising points!),
  • roll out to one hundred pc of customers,
  • the weblog publish is reside,
  • launch emails are despatched
  • and so forth…

This screenshot shares just a bit sneak peek into our #launches Slack channel:

It is also helpful to have one place to direct crew members who’re searching for info. The Buyer Advocacy crew will likely be working of their common channels and utilizing the Inner Launch information as a useful resource for asking questions and sharing non-urgent suggestions.


When a brand new product or function is launched, there’s typically numerous pleasure, and hopefully many glad clients! The Buyer Advocacy crew will likely be working with customers who’ve numerous questions, and a few might have considerations or run into points, if there are some surprising bugs or bother. We do our greatest to make sure the crew is ready to deal with all of those conditions, and thoroughly planning product launches makes an enormous distinction to how issues go on the day of the launch and the times quickly after. Having a plan, and dealing carefully with the product, engineering, design and advertising crew alongside the entire journey of bringing a product to market, offers our Buyer Advocacy crew the very best probability contributing to a profitable launch day. There may be at all times extra we are able to do to organize for a launch, and we take time to replicate after each. It’s at all times a studying expertise.
Right here’s a run down of our present strategy:

  • Evaluation the exploration/discovery temporary as soon as the product crew have mapped out their plans for the brand new function. At this stage the Buyer Advocacy crew can provide priceless insights, in addition to probably put the product supervisor immediately in contact with clients who may need some nice views to share
  • Evaluation the design prototypes. These typically give us our first concept of the feel and appear of the brand new function and it’s our probability to supply suggestions and views to the design crew.
  • Create an Inner Launch Information, to explain the options, together with the ‘good to is aware of’, and create an area to reply questions and accumulate suggestions.
  • When the engineering crew is completed, the Buyer Advocacy crew run thorough testing to ensure all the pieces works as anticipated
  • Put together the Buyer Advocacy crew to deal with the inbox, ‘all fingers on deck’ type, each forward of the launch to clear any inbox backlog, and through the launch to maximise response occasions
  • Create an inbox filter in order that that members of the product and advertising groups can regulate the responses to the launch emails
  • Collect the crew in a particular launch Slack channel on launch day, to share the thrill and comply with together with the rollout and bulletins
  • Evaluation the suggestions and questions which have come up within the Inner Launch Information. This sometimes helps us evolve the client going through Assist Middle assets in addition to maintaining everybody updated and knowledgeable.

As Buffer has grown, our product and engineering groups have additionally elevated in measurement. And as our product turns into extra highly effective, we should work collectively to roll out a brand new product or function efficiently. Launching a brand new product is numerous work, but it surely’s price it whenever you see clients utilizing it and getting worth from it. And as a Buyer Advocacy crew, it is much more gratifying to assist them each step of the best way.

What does a product launch appear like for you? I’d love to listen to your tales! You possibly can attain me on Mastodon right here: @[email protected]

This publish was initially revealed on Buffer’s buyer assist weblog.

How our Assist Crew Contributes to Product Launches