Retention, Part 30: Focus On Sanity
By Sanya Weathers
On Monday we discussed dealing with outbreaks of crazy behavior from employees, volunteers, and customers. But when we’re talking about retention, there’s only one way to go, and that’s focusing on the sane customers.
There are some people you will never satisfy. Ever. What they are looking for in a product is not something you have ever planned to deliver. (This is why it’s so important to say “no, we’re not doing that” during the alpha and beta period, where expectations are easier to manage.) You need to examine your own words to be sure you have not contributed to any misunderstanding, and clarify your message accordingly, but otherwise, drop it. Spending time arguing with this kind of person is time you’re not spending on thousands of other customers who are more likely to be retained.
With some kinds of discussions, the point stops being about facts and becomes about winning. This is not a game the company can afford to play. Did someone give you money in exchange for your hard work? You won the only fight that matters. Leave the debating to others. All you can do is offer the truth and step back. The silent majority of your customers are sane and will respect that. There’s no point in trying to win a battle that will just repeat itself in the morning.
When you respond to insanity, you make two mistakes. One, you legitimize it by responding. Two, your sane customers see you putting forth effort for the crazy people, and think that your priorities are out of whack. The only response to crazy on a forum should be a quip and a lock – or just a lock. (I don’t recommend removal/deletion – that gives rise to conspiracy theories, and encourages the unhinged to repost/post more widely. Trust that your users are made up primarily of reasonable people who know crazy when they see it.
If you are working on a product or a service with mass market appeal, the odds are that you will attract a few people who are completely unconnected with reality. The inspiration for today’s column came from a Slate article (mouseover for the link) describing a restauranteur who threatened a crazy customer with a lawsuit for suggesting that the dining room was frequented by hookers.
Seriously, read that article. As a community professional, I was cheering after nearly every point. What’s the point in going after one delusional nutcase when half the other posts commented on the restaurant’s slow service?
The sane people want what they ordered in a timely fashion – and that sums up a sane attitude to every product and service, regardless of the field. Delivering in that one area brings you more retention than any other act on your part.