- Use multiple communication channels to make an announcement. Most of your customers won't actively check for updates at your Web site, but they will monitor control panels, email accounts and text messages. The key is to be creative and to understand how customers prefer to be contacted.
- Outline the change they can expect—and why it's happening. Don't expect lots of buy-in if you don't explain how an upgrade will make a customer's experience easier or more efficient. Be explicit about what's in it for them, and you'll likely discover a more receptive audience.
- Be realistic about timelines. Give your customers honest estimates for the time a product or service might be unavailable—during implementation, for instance—and how frequently such periods will occur in the future.
- Anticipate customer queries. "Communication almost always results in questions. Be prepared with clear, concise answers and a friendly, helpful attitude.
The Point: Guiding your customers through an upgrade process takes effort, but it's far preferable to dealing with confusion or consternation after the fact.
