How a useful new feature can quickly seem incomplete


I recently discovered that our CRM system has built-in reports for bounced emails. In other words, the system can automatically tell you which customers and prospects have invalid email addresses in your CRM records. However, there’s no way to do anything with these reports. If you want to avoid sending emails to those people in the future, you still have to go into each entry and manually delete the email address. I did a bunch of that this week, and I can assure you it’s no fun task.

Clearly, the programmers didn’t think through the logical next step that users would take after seeing the list of bounced emails. And because of this oversight, what should be a great new feature (the bounced email reports) feels incomplete and a little bit insulting. In other words, the feature just leaves customers wanting more. So much so, in fact, that I wonder whether the overall experience would be better if the feature had never been added in the first place.