This document discusses the importance of user adoption for customer engagement and realizing value from software. It outlines four phases of the customer life cycle: land, adopt, expand, and renew. Highly engaged customers with strong adoption reach business value faster, have higher satisfaction and loyalty, and are more likely to renew. The document then discusses emerging offerings around adoption services, such as adoption planning, consumption monitoring and optimization, and process consulting. It emphasizes that training alone is not enough for adoption and that contextual, in-application help is needed. Finally, it proposes tactics for driving adoption, such as customized onboarding, monitoring usage, and providing custom help services and technology.

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There’s No Customer Engagement
Without User Adoption
John Ragsdale
VP Research, Technology and Social
TSIA

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The Four Phases of the Customer Life Cycle
Land
Successfully convince a prospect to
become a new customer
Adopt
Help that customer use the product they
have purchased to achieve objectives
Expand
Find reasons why the customer should
buy more product from you
Renew
Convince customer to renew relationship
when the time comes to repurchase
From “Defining the Customer Engagement Life Cycle,” Thomas Lah,
December 3, 2014
• Highly engaged customers
with strong product adoption:
– Reach business value faster
and to a higher degree
– Have higher CSAT and loyalty
scores
– Have higher renewal rates
with less discounting
– Purchase additional products
and services
– Recommend you to friends
and colleagues

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B4B Operating Model Construct
3
Basic Offer: Complex Offer: Optimize Offer: Outcome Offer:
Optimal
ROI
Ease
Best Product,
Fair Price
Fast and Sure
Availability
Standard,
Reliable Product
Implementation and Maintenance
Services
Tailored Product
Adoption Services
Connected Product
+ +
LEVEL 1
SUPPLIER
LEVEL 2
SUPPLIER
LEVEL 3
SUPPLIER
LEVEL 4
SUPPLIER
Supplier Operating Model
Product
Focused
Outcome
Focused
Operate (Managed) Services
Value to the Customer
+
Outcome
as-a-
Service

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Adoption Services
Emerging Offerings Survey 2015
4Source: TSIA Emerging Offerings Survey 2015
• Vision & strategy
alignment
• Governance / Decision
making authority
• Onboarding
• Adoption/usage monitoring
• Adoption scoring
• Adoption benchmarking vs.
peers
• Business KPI monitoring
• Business KPI scoring
• Business KPI benchmarking
vs. peers
• Industry-specific business
metric dashboards
• Customer Success Manager
• Account reviews
• Feature deployment & utilization
assistance
• Industry-specific feature
utilization training
• Assessment/audit of current
state/goals/gaps
• Best practice playbooks
• Success story webinars
• Web-based workshops
• Super user programs
• User group meetings
• Performance optimization based
on best practice insight
• Capacity analysis & optimization
based on best practice insight
• Business or workflow process
improvement
• Best practice consulting /
advise
• Co-develop new capabilities
with customers to deliver
innovation to the market
ADOPTION
PLANNING
CONSUMPTION
MONITORING
CONSUMPTION
OPTIMIZATION
PROCESS
CONSULTING

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Driving Adoption and Engagement
•Implement,
integrate, customize
•Owner: Professional
Services
Implement
•Classroom, distance
or online training
•Owner: Education
Services
Train •Go Live
•Owner: Professional
Services
Launch
•Create measurement
metrics; collect
adoption statistics
•Owner: Customer
Success
Measure •Analyze usage
patterns to identify
adoption issues
•Owner: Customer
Success
Monitor
5
Training isn’t a one time event: With the complexity of today’s technology, customers need
more than a training class to adopt and receive value from new technology.
Trend: Real-time, in-app, contextual training. Provides OnDemand assistance to complete
processes, fill in forms, navigate workflows, etc., without leaving application.

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Real-Time, Contextual, In-Application Help
• Customers don’t have to leave the application to receive help
– Boosts productivity
• Contextual help saves time searching for content
– Page or feature specific, more accurate than searching a knowledgebase
• Content can be text, images or screen cams
– Step-by-step videos easily illustrate complex processes
• Help available for any device used by customer
– Desktop, laptop, mobile devices
• Help can be tailored to each account
– Use the correct terminology and processes specific to
each customer
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There’s No Customer Engagement
Without User Adoption
Mal Poulin
Senior Director, Corporate Strategy
ANCILE

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User Adoption: the Key Factor in Realizing Value
8
• 72% said Effective User
Adoption was the most
important factor for realizing
value.
• Enabling Better Usage was
cited as the most important
factor for existing software
deployments.
• “Many a software deployment
delivers 100% on the business
requirements only to fail in the
final phase of user adoption.”
Source: Achieving Enterprise Software Success, TSIA, SandHill.com
Key Takeaways
TSIA Survey – Achieving Enterprise
SW Success
@ancilesolutions

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The Value of User Proficiency & Adoption is Real
9
Source: Thalheimer, W. (2006, February). Spacing Learning Events Over Time: What the Research Says
“40% of executives worry that their organizations will not keep pace with technology change
and lose their competitive edge.” –McKinsey study, 2013
Quantifiable value of
increasing and maintaining
user adoption throughout the
software life cycle
User
Application
Proficiency
Time
Project Sustainment
Forgetting
Curve
Learning
Curve
@ancilesolutions

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Getting to User Adoption and
Enablement
10
@ancilesolutions

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Enable Understanding to Climb the Adoption
Realization Curve (ARC)
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Understanding
Proficiency
Adoption
Provide support at
moments of need to
build to user proficiency
Culmination of
knowledge and skills
that lead to functional
use of the application
Reaching the level of
mastery that
maximizes user
effectiveness of the
application in
completing job
Time to software adoption directly impacts return on technology investment
User Success
Return on
Technology
Investment
(RTI)
@ancilesolutions

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Climbing the Adoption Realization Curve
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Understanding
Proficiency
Adoption
Right Time
• On-Demand Learning
• In-application
• Moment of Need
Right Content
• Effective
• Engaging
• Relevant
Right Format
• Fit for Function
• Personalized
• Multiple Modalities
Validated
• Communications
• Assessments
• Tracking/Reporting
@ancilesolutions

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Adoption Fuels Your Growth
Grow
Revenue
& Profitability
Sales and Renewals
• New Market: Custom Help Services for
“Non-Expert” End-Users
• Improve renewal rates
Development
• Monitor Usage and Guide New Product
Functionality
Professional Services
• Onboarding Services
• Custom Content
• Advanced Usage
Customer Support
• Reduce Support Calls
• Rapidly decrease time to create
Guidance Content by SME
Grow
Revenue
& Profitability

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User Adoption Tactics
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@ancilesolutions

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Tactic #1:
Offer Customized Onboarding Services
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New Customer Onboarding
• What …
– is this software all
about?
– am I expected to do?
– is available for me?
– is the way to get
started?
– does success look like?
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Software Onboarding:
Managing Communication and Change
Columbia Sportswear used ANCILE uAlign to
communicate to a dispersed group of
nationwide store managers.
The project was a huge success. The
response from the managers on
uAlign was overwhelmingly positive.
Columbia Sportswear needed a tool that
would help convey the key information
needed to learn the new clocks and
software, and would assist managers in
becoming trainers to their own store teams.
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@ancilesolutions
76
15
1
0
10
20
30
40
50
60
70
80
Clock(s) installed quickly;
staff knew what to do.
Clock installation
delayed; staff knew what
to do.
Clock(s) installed quickly;
staff were confused.

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Tactic #2:
Monitor Usage
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Rising Complexity Thwarts Adoption,
Creating a Consumption Gap
• Consumption gap leads to:
– Slower product consumption,
slower repurchase
– Lower renewal rates with
higher discounts
– Reduced satisfaction and
loyalty scores
Time
Value
Source: TSIA

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Consumption Analytics
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2014 was the first year this
technology appeared in the survey,
reflecting the emerging interest in
customer success. These tools,
which monitor how well customers
adopt and consume technology, are
now used by 26% of companies,
nearly doubling last year’s adoption
rate of 14%.

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Tactic #3:
Provide Custom Help Services and
Technology
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User Performance Support is Learning at the
Moment of Apply
Source: Innovative Performance Support, 2010 (Gottfredson, Mosher)
Traditional Training User Performance Support

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Context-Sensitive Help and Guidance
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Enterprise Scenarios – Delivering Success
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“…an absolutely phenomenal
enabling tool, which cut our
training costs by 90% and
upped our adoption from the
typical 40% for new
applications to 95%. 6,500
people trained, less than 200
service calls and less than 1/3rd
of those were training related.”
“Huge Increase in
Performance. No need for a
training environment - people
learned by show me/try me
(simulations).”
Global Rollout:
18,000 employees,
24 time zones, 7,000
stakeholders
5 continents, 14,000
assignment groups
33 integrations and
simultaneous
deployment
Created
performance
support materials
available on
demand, within the
application and in
formats that fit the
learning styles of
users.

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TSW Conference in May!

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