Are you losing money by not monitoring how your customers are using your product?

July 13, 2014 by
Filed under: Business Analyst Skills, ROI, Web Sites 

If you have a product that customers use to reach other customers have you considered the ramifications should customers start to use it in unexpected if not undesirable ways.

The outcome here can be both positive and negative.

Think Craigslist.org – they came under the spotlight at one time because people started to use their software to sell sex and in some cases it involved trafficking of people. I am sure that the founders of Craigslist did not foresee this unfortunate outcome of their useful product. Gun manufacturers fall into the same issue with people using their weapons to commit crime.

Alternatively if you monitor how your customers are using your product you may find opportunities to expand beyond your original mission statement. Anecdotal story was that at one point, students at a university were taking the milk / bread crates from grocery stores to make dorm furniture at a university in Ohio. It got so bad that stores had to start arresting the crate thieves. Now some smart person at the company that made the crates realized they could sell them to the students and make some money. The rest is history.

It is important to keep track of how your product is being used by customers:

  • It can prevent damage to your brand.
  • It can provide a possible new revenue stream.

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