Why You Need to Start Paying Attention to Catalytic Customers
If you’re a product manager, you’re probably used to living in the crossfire. Sales wants a feature yesterday. Marketing wants a unicorn. Engineering wants you to stop asking for impossible things. And customers? Well, customers just want you to fix the bug that’s been breaking their workflow since 2019.
But let’s talk about a specific type of customer you might not be paying enough attention to: Catalytic Customers. These aren’t just your average squeaky wheels or occasional complainers. They’re the ones who actually know what they’re talking about, and their feedback could make your product the MVP of the market (and maybe even save you from your next roadmap planning meeting turning into a Hunger Games reenactment).
Who Are Catalytic Customers?
Catalytic Customers are your product’s biggest fans and toughest critics rolled into one. They’re deeply experienced in your category, have tried (and judged) every competitor, and are uncomfortably good at identifying your product’s flaws. But here’s the kicker: they’re constructive. They don’t just point out the cracks in your armor; they’ll suggest how to patch them—or better yet, turn them into a shiny new feature that sets you apart.
These customers are not early adopters chasing the latest shiny thing, nor are they influencers who care more about followers than functionality. They’re strategic thinkers who see your product as a tool to achieve their own big goals. And if you listen to them, they might just help you achieve yours.
Why Should You Care?
They’re Predictors of Success (or Failure). Catalytic Customers are like the oracles of your target market. Their deep category expertise means they’ll spot trends before they’re trends. If they’re excited about a feature, chances are your broader audience will be too. If they’re pointing out a glaring flaw, you’re probably one app update away from a roasting on social media.
They’ll Give You Better Feedback than Your Boss. No offense to your boss, but Catalytic Customers are the ultimate usability testers. They’ll tell you exactly what’s not working, why it’s not working, and what might work instead. And they’ll do it with a level of detail that makes you wonder if they moonlight as UX designers.
They’ll Advocate for You (If You’re Worth It). Earn their trust, and Catalytic Customers will become your loudest cheerleaders. They’ll rave about your product in forums, LinkedIn posts, and to their professional networks. They’ll also defend you against less informed critics with the zeal of someone who’s found their favorite pizza place and won’t let anyone badmouth it.
How to Spot a Catalytic Customer
They’re Passionate (Sometimes Annoyingly So). If a customer sends you a 10-paragraph email about why your latest update missed the mark, you’ve found one.
They Know Their Stuff. They’re not just using your product; they’re pushing it to its limits.
They’re Forward-Looking. They’re not just asking you to fix what’s broken; they’re imagining what’s next.
How to Engage Them
Listen. Seems obvious, right? But you’d be surprised how often their emails get lost in the void. Create channels—forums, beta programs, even one-on-one calls—to capture their insights.
Act. Show them their feedback matters. Roll out a feature they suggested (and tell them you did). Fix that bug they flagged (and thank them for catching it).
Reward. No, you don’t have to send them a Tesla. A thank-you note, exclusive swag, or early access to new features will go a long way in building goodwill.
The Bottom Line
Catalytic Customers are the rare breed who will always tell it like it is. And let’s face it: that’s exactly what you need. They’re not sugarcoating feedback to spare your feelings, and they’re not throwing out vague complaints to blow off steam. They’re giving you the unvarnished truth about what works, what doesn’t, and what could. Paying attention to them is how you steer your product—and your career—toward success.
So, the next time you hear a Catalytic Customer telling it like it is, don’t flinch. Lean in. Because sometimes the truth is exactly what you need to hear.
Comments