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The Key to CSM Success: User Adoption

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It’s true, the CSM Journey begins with User Adoption. Without strong adoption; retention and renewal become problematic.

Up until now, User Adoption has meant many different things to many different people. Today, Cloud and SaaS companies have redefined what User Adoption is and how it’s attained.

In this webinar, we've partnered with Tri Tuns Consulting to discuss:

- The UA/CSM Journey
- Who owns User Adoption?
- User Adoption: Defining Success
- User Adoption Planning
- Delivering the Goal

Published in: Software
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The Key to CSM Success: User Adoption

  1. 1. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess Jason Whitehead Founder and CEO, Tri Tuns Jennifer MacLean-Rogan Principal Consultant, Tri Tuns The Key to CSM Success: User Adoption
  2. 2. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess Housekeeping! Get your tweet on and join the conversation #CSMSuccess @GetAmity @TriTuns We’ll send the recording Q&A at the end - ask them in the questions box! (If we run out of time, tweet or email us!)
  3. 3. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess Jason Whitehead Founder and CEO, Tri Tuns Jennifer MacLean-Rogan Principal Consultant, Tri Tuns The Key to CSM Success: User Adoption
  4. 4. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. What we will cover  Who We Are: What we do  The Need: Why focus on user adoption?  The Present: What Isn’t Working?  The Future: Accelerating User Adoption to Drive Success
  5. 5. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. About Tri Tuns Tri Tuns is a dynamic User Adoption (UA) / Customer Success Management (CSM) Consulting firm. We assist Corporate and ISV / Cloud / SaaS Clients to dramatically accelerate UA and CSM outcomes. www.trituns.com info@trituns.com 703.652.0887
  6. 6. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. Your presenters Jason Whitehead 20+ Years Experience in IT & User Adoption Bachelors: Finance, George Washington University Masters: Analysis, Design & Management of Information Systems, London School of Economics Masters: Organization Development & Strategic HR, Johns Hopkins University Jennifer MacLean-Rogan 18+ Years Experience in IT & User Adoption Bachelors: Business Administration, University of Wisconsin (Madison) Masters: Human Resource Development, George Washington University
  7. 7. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. The Need: Why focus on user adoption?
  8. 8. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. Why does CSM even exist?
  9. 9. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. Because customers are not adopting software on their own and therefore not renewing subscriptions
  10. 10. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. Industry shift is focusing on ROI (“success”) Subscription software is shifting how customers evaluate IT investments Traditional Purchase • Large upfront investment in software, servers, training, etc. • Customer was stuck with software, even if it sat on the shelf unused • Focus on minimizing costs Subscription Software • Low up front licensing fees that recur on a regular basis • Fewer barriers to buying. Can “try” the system and say “bye” • Reoccurring renewal decisions makes you ask, “Is it worth it?”
  11. 11. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. Renewals are key Initial purchase decisions are based on hope Renewals decisions are based on results No Adoption = No Value = No Renewal
  12. 12. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. The Present: What isn’t working?
  13. 13. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. Staggering statistics  Lack of user adoption is cited as the primary cause of 70% of failed CRM projects.  50% of software functionality paid for and licensed by organizations is not actually used.  47% of companies reported serious challenges with user adoption that often put projects in jeopardy. Adoption of your product (or lack hereof) has a tremendous impact on your customers’ success
  14. 14. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. What is user adoption? “The widespread and rapid end user engagement with new technology as part of their daily workflow that delivers measurable business value in the required time frame." User adoption is defined as: Quite simply, user adoption is getting people to incorporate technology into their work practices and use it as designed to get the business results you want and need.
  15. 15. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. Success is achieved after go-live
  16. 16. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. Success is achieved after go-live
  17. 17. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. Success is achieved after go-live
  18. 18. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. Success is achieved after go-live
  19. 19. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. Success is achieved after go-live
  20. 20. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. Still thinking “Change Management”? Blame end user Train and forget No ROI, No Renewal Low, limited system use Typical Strategy Typical Result “Sell” staff on latest, greatest Go live Go home
  21. 21. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. Still thinking “Change Management”?
  22. 22. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. Still thinking “Change Management”? Why Focus All Of Your Effort Here?
  23. 23. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. Still thinking “Change Management”? Achieving Business Success Requires a New Approach Why Focus All Of Your Effort Here? When So Much Value Is Created Here?
  24. 24. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. The Future: Accelerating user adoption to drive success
  25. 25. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. Wisdom from the past Albert Einstein defined insanity as doing the same thing over and over again and expecting different results. Mark Twain said “It ain't what you don't know that gets you into trouble. It's what you know for sure that just ain't so.”
  26. 26. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. Solve the root – cause problem Getting your technology to work is easy. Getting people to work with your technology is hard.
  27. 27. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. Are you getting it wrong?
  28. 28. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. Are you getting it wrong?
  29. 29. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. What can’t your customers do for themselves? Where your CSM program needs to focus Where your customers are struggling
  30. 30. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. Accelerate user adoption 5 key tips to help you develop your CSM capabilities and accelerate user adoption
  31. 31. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. 1. Define “Success” over the life of the system Tip #1 Create a clear, measurable definition of success that you require from system use 1, 3, 5, 10+ years into the future. Caution: Think business success, not technical success.
  32. 32. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. 2. Plan the specific actions that drive adoption Tip #2 Customize user adoption methodologies to include activities to accelerate and sustain adoption over the life of the system. Caution: Adoption methods are not “one size fits all”. You need to adjust based on system and organizational needs.
  33. 33. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. 3. Have the right skill, processes and people Tip #3 User adoption is a business issue, not a technical issue. Caution: You need very different skills, knowledge, experience and approaches to drive and sustain effective user behavior.
  34. 34. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. 4. Make internal changes when introducing CSM Tip #4 Creating a new CSM team will create disruption across your internal organization. Caution: Be very careful how you create and mature the CSM capability in your company.
  35. 35. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. 5. Invest in the right tools to make it scalable Tip #5 80% of revenue typically comes from 20% of customers. You will need segmented CSM services to meet unique customer needs. Caution: Select the right tools to provide effective, scalable and profitable CSM services.
  36. 36. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. Are you ready?  What is it that you need to do for your customers that they either can't or won't do that is needed to get value from your system?  How do you even begin to develop a service offering aimed at changing behaviors rather than technology sales, implementation, and support?  Developing a CSM and UA methodology takes time. How quickly do you need to show results, and to whom?  Do you have the internal resources skilled at driving user adoption to quickly build out a CSM program?
  37. 37. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess © 2016 Tri Tuns, LLC. All Rights Reserved. We can help you Tri Tuns Accelerated User Adoption & Customer Success Management Service Offerings Contact us today! www.TriTuns.com Info@trituns.com 703.652.0887
  38. 38. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess Paul Philp Founder and CEO, Amity paul@getamity.com Meet your host
  39. 39. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess getamity.com A Superpower Toolkit For Proactive Customer Success
  40. 40. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess Proactive Customer Success is Hard. We partner with our Customers to accelerate the journey to Proactive Customer Success. Amity Partners With Customers Amity is a Sherpa on your Journey to Proactive Customer Success
  41. 41. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess From Choas to Customer Success Intelligent Agents Automate Data Collection and Analysis
  42. 42. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess Customer Sensors Insights Rules Engage Automate Product Usage Health Score Customer Outcomes Revenue Drivers Operational Events Churn Signals Upsell Signals Dynamic Priorities Churn Indicators Business Modelling HTML Email Calls & Meetings NPS & Survey Alerts & Notifications Triggered Workflows Success Playbooks UnderstandListen Act Intelligent Agents for Customer Success Agents Simplify Customer Success
  43. 43. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess Q&A #CSMSuccess
  44. 44. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess Join our upcoming webinar on July 13 at 7am & 1pm ET: How To Demonstrate The Value Your Customer Is Receiving
  45. 45. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess Jason Whitehead Founder and CEO, Tri Tuns Jennifer MacLean-Rogan Principal Consultant, Tri Tuns Thank you to our presenters!
  46. 46. The Key to CSM Success: User Adoption @GetAmity @TriTuns #CSMSuccess Thank you for being here! #CSMSuccess

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