Progress motivates action

Progress motivates action. It’s not just the reward; it’s the feeling of progress that drives commitment.

Two groups of customers were given punch cards awarding a free car wash once the cards were fully punched. One group was given a blank punch card with eight squares; the other was given a punch card with ten squares that came with two free punches. Both groups still had to purchase eight car washes to receive a free wash; however, the second group of customers—those that were given two free punches—had a staggering 82 percent higher completion rate.

Hooked: How to Build Habit-Forming Products

Customers Aren’t Always Right - Their Problems Are

Prioritising customer requests purely by volume is a bad choice.

Volume doesn't mean this is the right problem to solve.
But it still blinds teams.

Yes, customer feedback is great for spotting patterns and surfacing needs. But raw demands don't point to the best answer. Building features based solely on who shouts loudest will result in bloated products or patchwork fixes that don't scale.

A client might demand Feature X but their request likely reflects a deeper pain point solvable in a more elegant, cheaper, faster and more beneficial way.

Strong product teams distil customer insights. Instead of asking: "What do customers want?" ask: "What problem are they trying to solve?".

Your customer problems are your problems.

Using no-reply emails puts up a barrier and can leave customers feeling ignored.

Instead, businesses should use email addresses that invite replies and ensure responses. It’s a simple way to build stronger relationships and gather valuable feedback.