In my product management career, I have always had some users who were more vociferous than most of the others. Their decibel level when they asked for new enhancements or yelled at you for the bugs in the software was orders of magnitude higher than majority of the users. The vast majority of these users were loud because they cared, they were passionate about your product. Hence, don’t discount these users – listen to them, allow them to vent and take action to fix their problems if appropriate.
However, you as a product manager need to do a fine balancing act you – some of the feature requests from these vociferous users could be for functionality that applies just to them, because of what they use your product for or the unique way in which they do a common task. You have to listen to them, but also be willing to say No with a justifiable reason. All of us ask for more, but not everyone expects to get everything they ask for (if you don’t ask, you don’t get – so there is not much downside to asking). As long as you tell them why you would not do something, they will understand – getting back to them tells them you care.
I remember an instance where I was reading through the enhancement requests we had received when I came across a tirade from a user. It was an email bomb filled with expletives how our product sucked and how he thought we were all a bunch of idiots. I picked up the phone and called the user. I introduced myself and told him that I was calling him about the enhancement request he had send in. First thing he said was a sincere apology for having writing such a tirade (I don’t know if he thought I was going to sue him) and said he was having a bad day and the software was not working the way he wanted to get his job done. I asked him not to be apologetic and asked him to help me understand the deficiency in the software. We spend a good 20 minutes on the phone understanding the issue.
Guess what likely happened after the call – I created a passionate user for our product because I took time to read what he had written (however unpleasant), call him and discuss the issue to see how we could improve our product so that he can be successful with what he does. Do you think he would have shared this experience with his colleagues or other users in his community? I absolutely think he would have. What happens if he encounters someone else who has a similar gripe – he is going to tell them we care and to talk to us. I created another big proponent who is going to spread the word about our product and about us as a company.
Creating passionate users and listening to them is one of the most important parts of your job as a product manager. After all, the answer is not in the building – it is very important for all of us to get out of our busy schedule of internal meetings and take the time to talk to real users. After all, they are the ones who buy our product.