Your Customers Do Not Know What Your Product Does
August 28, 2026
Most products contain features that solve a customer's current problem, which that customer does not know exist.
They were announced once, in a changelog or an email, to somebody who was busy — and there is no second announcement.
Why announcements do not stick
- Timing. You announce when you ship; they need it three months later.
- The wrong person. Your email goes to the account owner, not the daily user.
- Text. "You can now segment by region" means nothing until seen.
- One shot. Nothing brings it back at the moment of need.
Announce at the moment of need instead
The highest-value place for a feature walkthrough is not the announcement, it is the support reply, the help article and the onboarding email that arrive when somebody is actually trying to do the thing.
Same recording, used repeatedly, reaching people at the point where they can act on it rather than the point where you happened to ship it.
Start with what support already tells you
Your support queue contains a list of features customers do not know exist, sorted by how often it costs somebody time. It is better data than any adoption dashboard.
Record the top three. Put them in the macros, the help centre and the next onboarding email.
When more awareness will not help
If people know about a feature, try it and stop, that is not awareness. That is a feature that does not work well enough, and promoting it harder makes the disappointment more efficient.
Check usage before deciding: never-tried and tried-once-then-abandoned need completely different responses.
Frequently asked questions
- Why do customers not know about our features?
- Because they were announced once, at the moment you shipped rather than the moment the customer needed them, usually in text to the account owner rather than the person doing the daily work -- and nothing brings the announcement back later.
- How do I improve feature adoption?
- Move the explanation from the announcement to the moment of need: support replies, help articles and onboarding emails. Start with the three features your support queue shows customers most often do not know exist.
- What if people know about a feature and still do not use it?
- Then awareness is not the problem. A feature people try once and abandon is a product issue, and promoting it harder just distributes the disappointment more efficiently. Check usage before choosing a fix.
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