According to Maria Manning-Chapman, vice president of education services research at TSIA, "Education Services organizations truly have the opportunity to be a game-changer in driving product usage and adoption, because training is at the core of both." In the wake of XaaS business models, "adoption services" are at the forefront of driving company and customer success. Manning-Chapman argues that education services teams are in the best position to drive adoption because education is a one-to-many model that is scalable. Manning-Chapman joins this ServiceRocket webinar to discuss: 1. What is adoption and why it's important 2. Why customer education is ideal for driving adoption 3. Customer education and the adoption curve 4. Examples of results organizations are achieving using education to drive adoption

1. SOFTWARE ADOPTION
CRASH COURSE FOR
CUSTOMER EDUCATION
LEADERS

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Training Services
For when you need help
running your education
operation.
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University
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LMS designed specifically to
help you run a customer
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Course: How to Build and Run a
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Course: How to Design Your
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AGENDA
• What is adoption
• Why education organizations are ideal for driving adoption
• Customer education and the adoption curve
• Results some education organizations are achieving

6. www.tsia.com
• 25+ years of education experience in the high-
technology industry
• Previously managed domestic and global education
teams for pre-IPO as well as Fortune 500 companies
• Professional Trajectory: Ellie Mae, Hewlett-Packard,
Mercury Interactive, VERITAS, Amdahl
Maria Manning-Chapman
VP, Research, Education Services
maria.chapman@tsia.com
(408) 813-7979

7. www.tsia.com
Data

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• Renewal of annuities
• Offer development
• Monetize recurring services
• Pricing
• Break-fix hardware service
• Depot maintenance
• Parts and logistics management
• Dispatch • Implementation services
• Integration services
• Consulting
• Adoption, retention and expansion
• Proactive customer engagement
models
• Cost effective Sales models
• Customer experience initiatives
• “Paid to operate”
• Managed infrastructure and applications
• Customer premises, cloud
and hybrid
• Content development
• Learning and delivery modalities
• Training technology
• Certification and partner programs
• Support channel optimization
• Shift from break to value
• Predictive support services
• Knowledge management
• Voice of the customer
• New business with existing customers
• Customer engagement models for upsell
& cross-sell
• Services-driven lead generation
• Predictive analytics & automation

9. www.tsia.com
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10. What is Adoption

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Adoption:
Two Views
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Product adoption
Increased consumption of
education content
Increased consumption/usage
of product
Content adoption

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Able to Use the Product More
Not Able to Use the Product More
12Source: TSIA Training/Adoption Quick Poll, 2016
56%
68%
Use the
product
more
32%
Use more
product
features/
functions
Work more
independently
44%
87%
13%
56%
Able to Work More Independently
Not Able to Work More Independently
Able to Use More Features/Functions
Not Able to Use More Features/Functions
Training Drives Product Adoption

13. Why Education Is Ideal for Driving Adoption

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ES PS SS
1 : Many 1 : Few 1 : 1
Education Services: One-to-Many Model

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Content Adoption
1) Account-level (broad)
2) Individual-level (deep)
Broad Adoption
DeepAdoption

16. Customer Education and the Adoption Curve

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EducationEducation
Product
optimization/
best practices
packages (ES +
PS, etc.),
certification,
community for
“specialists”
Education
Intermediate
level material
introducing
additional
features/
functions
certification,
chat/forums,
Education
On-boarding
material such
as “getting
started”
bundles,
badging to
show progress
Education
Introductory
material such
as product
overview
videos, blogs,
white papers
Education Services and The Adoption Curve
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ENGAGEMENT
TIME
Planning
Change
management,
product launch
Awareness
Exposure to
the product
Application
Increased usage
of the product
Commitment
Institutionalized
usage of the
product
Advocacy
Willing to
recommend (NPS),
evangelize,
referenceable
Innovation
Provide input
to product
management
Education
Conduit from
customer to R&D
and/or product
management
regarding product
enhancements
Collaboration
opportunities
between ES and
customer
“experts,” such as
moderating chat
rooms, creating
videos,
champions group

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Fill the White Space
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Classroom Training
Virtual Instructor-led Training
Onsite Training
Digital Learning
Social Learning
Mobile Learning
Blogs (read or write)
Chat/Forums
Assessments
Badging
Certification

19. Metrics to Consider

20. www.tsia.com
1) Install Base Penetration Rate – percentage of installed accounts
that have consumed any type of training offer
2) Account-Level Penetration Rate – of the total population in an
account who could consume training, what percentage has/has
not consumed content
3) Individual-Level Penetration Rate – what is the level of content
consumption at an individual level, by volume, or time, and how
does it compare to what your ES organization deems as a good –
better – best level of content consumption
4) Product Subscription Renewal Rate – compare product
subscription renewal rates for trained vs. untrained customers
5) Reduction of Support Calls – compare call volume into support for
trained vs. untrained customers
Metrics to Consider

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One TSIA Member’s Results: Badging
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One TSIA Member’s Results: Social Learning

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24. www.tsia.com© Technology Services Industry Association

25. www.tsia.com
• 25+ years of education experience in the high-
technology industry
• Previously managed domestic and global education
teams for pre-IPO as well as Fortune 500 companies
• Professional Trajectory: Ellie Mae, Hewlett-Packard,
Mercury Interactive, VERITAS, Amdahl
Maria Manning-Chapman
VP, Research, Education Services
maria.chapman@tsia.com
(408) 813-7979

26. TSIA Customer Engagement Model
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Land Adopt Expand Renew
Land: Activities required for selling an offer and the initial implementation of that offer.
Adopt: Activities involved in making sure the customer adopts the solution that was implemented.
Expand: Activities required to help customers expand their budget spend with the company.
Renew: Activities required to ensure the customer renews their relationship with the company.
Free/Low Cost Fee

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