Launch is actually more a customer status than it is an event. Rather than thinking of Launch as something you do with or for your customer, consider it a state of accomplishment where you can (or should) take a breath and feel as though you and your customer are at a good place for them to take off in using your solution.
Launch is determined by the Customer Success team, and a status that is communicated company-wide. Launching a customer should feel good and involve a feeling of accomplishment for the company. While larger companies won’t celebrate every launched customer, it’s important that you don’t take any of the Land steps for granted, and continue to invest in preserving best practices for getting customers launched.
Launch is a status that can be determined after you have conducted End User Training. Once you’ve officially launched a customer, you will then begin connecting with them through a cadence of retrospective and business reviews.
Rather than providing a set of guidelines for how to “conduct” a launch, let’s consider a checklist to assess whether a customer is optimally launched:
To say that your customer is effectively launched, you should be able to answer “yes” to all of the above questions. If you routinely find yourself answering “no” or “not quite” to some of them, then consider revisiting your previous steps. Launch should be a state of accomplishment that is determined as a result of using the best practices for all of your onboarding efforts.
It’s estimated that, of the 30,000 new products launched each year, around 80% fail. While there are a variety of reasons for failure, being deliberate, effective and enthusiastic in each step of your onboarding will minimize your risks. When you can determine that your customer is launched toward independent and productive use of your platform, then you should feel confident in their adoption. This is not a given, so take a moment to assess how effective your trainings are and how legitimate your launched status is.
Read more about the Blocking and Tackling of Customer Success .