For most CSMs, adoption is the lifecycle stage that comes between onboarding and renewal, but it’s also a process, an action, a metric. Adoption is a critical step to Customer Success, but there’s a lot of uncertainty around what it means exactly, and how to make sense of it. In this webinar, we discussed: • The key metrics to evaluate customer adoption • How to monitor adoption • Proactive measures CSMs can implement to influence adoption • Reactive action points to course correct a rocky adoption • The connection between adoption and Customer Success

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How to Measure + Influence Product Adoption for Customer Success

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4. How to Measure + Influence Product Adoption for Customer Success
CUSTOMER ADOPTION
1. OBJECTIVES AND DEFINITIONS
2. STAGES AND PROCESSES THAT LEAD TO CUSTOMER SUCCESS
3. MEASURING ADOPTION
4. INFLUENCING ADOPTION

5. How to Measure + Influence Product Adoption for Customer Success
OBJECTIVES
1. LINKING EFFECT TO SOLUTION
2. BECOMING THE “GO-TO APPLICATION”
3. CREATING A ROUTINE
4. ADDING VALUE

6. How to Measure + Influence Product Adoption for Customer Success
STAGES AND PROCESSES

7. How to Measure + Influence Product Adoption for Customer Success
PRE-TRIAL
Educational Content + Promotional Messages
Linking Problem to Solution

8. How to Measure + Influence Product Adoption for Customer Success
ONBOARDING
Key Actions, Checklist, Time to Value,
Clear Objectives and Processes, UX
High Engagement

9. How to Measure + Influence Product Adoption for Customer Success
IMPLEMENTATION
Team, Integration, Email Communication,
Feature Announcements, Reports,
Notifications, Value/ROI, CX
Activation & Habit
Formation

10. How to Measure + Influence Product Adoption for Customer Success
ADOPTION & CS
ADOPTION  ADVOCACY
• Activation
• UX
• Continuous
Adoption
ADOPTION
• Set the right
tone and
expectations
• Metrics
CHECK IN
• Reports
• Reminders
• CX
ROI
• Renewal
• Expansion
• Advocacy
CUSTOMER
SUCCESS

11. How to Measure + Influence Product Adoption for Customer Success
ONBOARDING METRICS
ENGAGEMENT
TIME TO VALUE

12. How to Measure + Influence Product Adoption for Customer Success
ACTIVATION METRICS
DAU and MAU + USERS/ACCOUNTS STICKINESS
SESSIONS PER USER

13. How to Measure + Influence Product Adoption for Customer Success
MORE ACTIVATION METRICS
SESSIONS PER DAY (PERIOD OF OBSERVATION)
+
TIME SPENT IN THE PRODUCT
+
MEDIAN SESSION DURATION/COHORT

14. How to Measure + Influence Product Adoption for Customer Success
CHURN!
DORMANT USERS
REQUIRE IMMEDIATE
ATTENTION!

15. How to Measure + Influence Product Adoption for Customer Success
ADOPTION METRICS
NUMBER OF KEY ACTIONS PER SESSION
PRODUCT ADOPTION
RATE OF ADOPTION

16. How to Measure + Influence Product Adoption for Customer Success
ENGAGEMENT METRICS
D1, D7, D30, W1
Retentions
Image
Source
Image
Source

17. How to Measure + Influence Product Adoption for Customer Success
FEATURE ADOPTION
EFFICACY, TIME, AND DEPTH

18. How to Measure + Influence Product Adoption for Customer Success
FEATURE USAGE
To evaluate the solidity of your product-market fit you need to identify basic measures
connected to feature usage and feature usage per customer segment.
• How often a particular feature is used
• What sets of features tend to be used by what user segment
• What features generate confusion or frustration
• Time users spend with a particular feature VS to total time spent in the product
• What user segments seem to be indifferent to the feature
• Temporal trends that might show a distinct pattern

19. How to Measure + Influence Product Adoption for Customer Success
VALUE AND PRODUCT ADOPTION
ADDICTION
FAD
UTILITY
DISPOSABLE
Engagement
Habit
(Google Maps) (Instagram)
(PokemonGO)(Photo Filter)

20. How to Measure + Influence Product Adoption for Customer Success
CRM, PRODUCT DASHBOARD,
USERLANE, MIXPANEL, SEGMENT,
KISSMETRICS, AMITY, WOOPRA,
AMPLITUDE + SURVEYS AND
INTERVIEWS
Lagging indicators provided by
data analysis + leading
indicators from customer journey
mapping
DATA COLLECTION

21. How to Measure + Influence Product
Adoption for Customer Success
Influencing Adoption to Achieve
Customer Success
HOW TO
INCREASE
ADOPTION

22. How to Measure + Influence Product Adoption for Customer Success
HOOKING USERS ON YOUR PRODUCT
PROACTIVE MEASURES
•Habit Formation
•Feedback Loops
•Remind Customers of the value you’re
adding
•Educational Content
•Product Roadmap Transparency
•Rewards
REACTIVE MEASURES
•Emails with appropriate Triggers
•Personalized Outreach
•QBRs
•Webinars

23. How to Measure + Influence Product Adoption for Customer Success
CHANGING BEHAVIOR
PRODUCT USE  What
PRODUCT FUNCTION  How
ENGAGEMENT/ACTIVATION  When
PRODUCT SUCCESS  Why

24. How to Measure + Influence Product Adoption for Customer Success
CHANGING BEHAVIOR
ONBOARDING/ SCAFFOLDING/
MASTERY
ENGAGEMENT LOOPS
(OBSERVATION, LEARNING, REWARD,
REINFORCEMENT)
REWARDS: SAPS (Status, Access,
Power, Stuff)
Image
Source

25. How to Measure + Influence Product Adoption for Customer Success
UX AND EMOTIONS
 Sense of achievement
 Problem-solving/winning
 Exploring
 Teamwork
 Unexpected element of fun (think of the nice quotes you see when you open Slack for example)
 Recognition
 Collecting stuff (assets of any kind)
 Improved status
 Surprise/Novelty
 Imagination/Creativity/Freedom of Expression
 The opportunity to share
 Titles/Roles
 Customization/Tailored Elements
 Success/Triumph

26. How to Measure + Influence Product Adoption for Customer Success
CHANGING THE BEHAVIOR

27. How to Measure + Influence Product Adoption for Customer Success
IMPORTANT QUESTIONS
•Are your users motivated to interact with your product (because they know they
can expect specific rewards / results)?
•Do you have aptly timed triggers? (add members, create report, add integration,
use additional feature, set reminders…)
•Are there any obstacles or difficulties that might hinder action?
•Do you offer proper guidance and know-how?

28. How to Measure + Influence Product Adoption for Customer Success
MAP THE JOURNEY TO SUCCESS
 Map Your Customer Journey
 Add Motivation at Each Step
 Segment Users & Customize Journey
 Add Triggers (sparks, signals, facilitators)
 Create a Smooth UX / Eliminate Obstacles
 Create Internal Champions
 MONITOR (you can’t change what you don’t
measure)
 Show OUTCOMES and PROOF

29. Q & A
How to Measure + Influence Product Adoption for Customer Success

30. How to Measure + Influence Product Adoption for Customer Success
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How to Measure + Influence Product Adoption for Customer Success