Making customers happy requires making trade-offs.
The truth is we can't delight all of the customers (and potential customers) all of the time. As a small team, there's the finite amount of time we can spend answering emails, and a finite number of useful features we can build into our product. Pretty much every feature request makes perfect sense for the customer requesting it, but a product comprised of all of those features would be completely unusable.
At Wistia, we have a clear sense of the type of customers our product is built for. And if our product is not a good fit for certain potential customers, that's OK! It's better to help them find a different service that better suits their needs than to try and make them happy with Wistia. If we worked tirelessly to serve all the people interested in Wistia, we'd end up having a customer base comprised of people with extremely disparate needs, and we'd be dead in the water.
Ultimately, it's important for us to not just help our customers by providing great service in the moment, but by making our product itself better over time. The time and energy we spend answering emails (to provide fast, helpful support) gives us quick wins for customer happiness. But if we don't specifically shift some focus away from helping customers with their immediate problems, we'll fall into a trap of customer experience debt.
Customer experience debt is what happens when a support team (somewhat ironically) gets too good at helping customers. It grows over time when we run "interference" between our customers and our product (that is, the work we do to keep customers happy using our imperfect product).
Ultimately it's important for us to not just help our customers by providing great service in the moment, but by making our product itself better over time. The product must evolve with the needs of our customer base. Talking to customers to help them through the friction points is a temporary (and essential) solution to customers' problems, and can only get us so far.
The tradeoffs we make – both in terms of choosing which customers to make happy vs. which potential customers to intentionally not serve, and sacrificing the quick wins of great support today for the long term improvement of our customers' experience – are key to the sustainable growth of our business.