Downloaded 58 times
Uploaded byANCILE Solutions, Inc.
There's No Customer Engagement Without User Adoption
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.
More Related Content
Similar to There's No Customer Engagement Without User Adoption
There's No Customer Engagement Without User Adoption
- 1. www.tsia.com There’s No CustomerEngagement Without User Adoption John Ragsdale VP Research, Technology and Social TSIA
- 2. www.tsia.com The Four Phasesof 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
- 3. www.tsia.com B4B Operating ModelConstruct 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
- 4. www.tsia.com Adoption Services Emerging OfferingsSurvey 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
- 5. www.tsia.com Driving Adoption andEngagement •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.
- 6. www.tsia.com Real-Time, Contextual, In-ApplicationHelp • 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 6
- 7. www.tsia.com There’s No CustomerEngagement Without User Adoption Mal Poulin Senior Director, Corporate Strategy ANCILE
- 8. www.tsia.com User Adoption: theKey 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
- 9. www.tsia.com The Value ofUser 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
- 10. www.tsia.com Getting to UserAdoption and Enablement 10 @ancilesolutions
- 11. www.tsia.com Enable Understanding toClimb the Adoption Realization Curve (ARC) 11 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
- 12. www.tsia.com Climbing the AdoptionRealization Curve 12 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
- 13. www.tsia.com Adoption Fuels YourGrowth 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
- 14.
- 15. www.tsia.com Tactic #1: Offer CustomizedOnboarding Services 15
- 16. www.tsia.com 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? 16
- 17. www.tsia.com Software Onboarding: Managing Communicationand 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. 17 @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.
- 18.
- 19. www.tsia.com Rising Complexity ThwartsAdoption, 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
- 20. www.tsia.com Consumption Analytics 20 2014 wasthe 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%.
- 21. www.tsia.com Tactic #3: Provide CustomHelp Services and Technology 21
- 22. www.tsia.com User Performance Supportis Learning at the Moment of Apply Source: Innovative Performance Support, 2010 (Gottfredson, Mosher) Traditional Training User Performance Support
- 23. www.tsia.com Context-Sensitive Help andGuidance 23
- 24. www.tsia.com Enterprise Scenarios –Delivering Success 24 “…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.
- 25. Make sure tovisit ANCILE at the upcoming TSW Conference in May!
- 26.