What is the best approach for rolling out pricing and packaging changes? Especially increases in pricing or restrictions to features without angering customers?

Answer

3 Answers

Pricing and Packaging

Bhavika Thakkar

Microsoft Sr. Director of Product Marketing & Growth- Copilot | Formerly Adobe, GoDaddy, Xero • Jun 3

Great question- I've followed different approaches keeping both rising COGS, revenue expectations and CSAT in mind. I've also implemented pricing changes in ways I wouldn't but revenue pressure, you know :). Test in one isolated region to see if its effective and also gauge the response Rollout to new customers first and give some headway to loyal customers Communicate rationale and early enough -ideally rollout with new value added in the product. Deeply understand legal implications and also, ...Read More

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Nate Franklin

Airtable Senior Director, Product Marketing • 3y

Let's just agree that no likes paying more for the same thing and no one likes having things taken from them. So your job is 1) to not let them see it that way, 2) decide a method for grandfathering customers in and/or 3) be willing to take a bit of PR hit. Regardless of what you choose, you need to give customers time to adjust - the larger the change, the more time they need. For #1 -- Ideally you can do this after a major launch / release which introduces new uses cases to your product. That ...Read More

1,469 Views
Jesse Lopez

Vori Head of Product Marketing | Formerly Square, Intuit, Brex, Dandy, Klaviyo, PepsiCo, Heineken, Mondelez • 3y

With limited context into your exact situation, I can share some initiatives/tactics I have employed in the past to execute price increases or restrictions to features: Understand your customer base, assess the impact of pricing or feature changes for different customer audiences, and build communications based on those insights. There may be some customers that recommended changes may disproportionately impact, so preparing tailored communications by key audiences can help soften the pricing ne ...Read More

2,101 Views