user adoption to drive retention: whose responsibility is it?
TRANSCRIPT
User Adoption to Drive Retention… Whose Responsibility Is It?
Today’s Presenters:
John RagsdaleVP Research, Technology and
Social TSIA
Mal PoulinStrategy and Market Relations
ANCILE
User Adoption to Drive Retention… Whose Responsibility Is It?
John Ragsdale
VP Research, Technology and SocialTSIA
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Rising Complexity Thwarts Adoption, Creating a Consumption Gap
Value Received Value Expected
• Consumption gap leads to:– Slower product
consumption, slower repurchase
– Lower renewal rates with higher discounts
– Reduced satisfaction and loyalty scores
Time
Val
ue
Consumption Gap
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The Journey to Customer Success
Adopters
Monitor and improve product adoption/ consumption by customers• 40% of TSIA members
target adoption
Retainers
Ensuring customers renew relationships and agreements with your company• 37% of TSIA members
target retention
Expanders
Expand selling opportunities, i.e., upsell/cross-sell• 10% of TSIA members
target expand selling
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The Four Phases of the Customer Life Cycle
LandSuccessfully convince a prospect to become a new customer
AdoptHelp that customer use the product they have purchased to achieve objectives
RenewConvince customer to renew relationship when the time comes to repurchase
ExpandFind reasons why the customer should buy more product from you
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ExploreIdentify the greatest opportunities for business improvement
AdoptAdopt best-in-class technologies and practices to achieve business improvements
AssessAssess effectiveness of initiatives
RealizeFunnel business improvements into profits or future investments
Internal Facing Customer Facing
From “Defining the Customer Engagement Life Cycle,” Thomas Lah, December 3, 2014 @ancilesolutions
Measuring Consumption: Few Pacesetters
Product features used by specific users
Product features used by accounts
Users with some product consumption
Accounts with some product consumption
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
14%
30%
43%
44%
Level of Consumption Data Tracked
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Source: 2014 Adoption, Consumption and Outcome Metrics Survey
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Where does Customer Success live?
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Technical Support
Professional Services
Education Services
Managed Services
Customer Success
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User Adoption to Drive Retention… Whose Responsibility Is It?
Mal Poulin
Strategy and Market RelationsANCILE
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User Adoption – The Key to SuccessYour Customer’s Bottom Line = Your Bottom Line
• People are the key to success of any software rollout– Workers (employees, partners, contractors, constituents) execute
the processes that run the business.– Workers rely on their business applications to facilitate their work.– Worker success drives organizational success.
• Your success is based on enabling user adoption with your software by delivering– Effective, relevant, and engaging learning content.– Customized, personalized, and context-sensitive assistance
(EPSS)– Continuous access to related content from across your
organization.• Enjoy
– Customer adoption, success, loyalty, and retention
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Who Owns User Adoption?
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The Product Management team …
Builds user manuals, quick references, standard help, and technical specifications.
Image source: http://blog.wikimedia.org/2013/05/29/first-wikimedia-hackathon-in-tel-aviv-israel/
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The Education team …
Builds instructor and student guides , eLearning content, hands-on exercises and simulations, and best practice guides.
Builds configuration, testing, and customer- specific materials.
The Professional Services team …
Image source: http://www.mitre.org/capabilities/systems-engineering/collaborations
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The Technical Support team…
Builds knowledgebase articles, FAQs, and presentations.
Image source: http://allmydiamonds.com/index.php/customer.service.html
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And those aren’t the only teams ….
Sales
Pre-Sales
Marketing
Resellers Partners
Product marketing
Translation & Localization
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Each team …
is collectively responsible for creating and maintaining customer-facing content that is critical to User Adoption.
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Take A Comprehensive Approach
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Four Key Recommendations
1. Identify where content lives today and the content owners.
2. Re-evaluate your content based on the customer’s journey to adoption.
Awareness Evaluation Selection Enablement Proficiency Sustainment
3. Build a strategy for ownership, development, reuse, and maintenance.
4. Use technology to expedite creation, delivery, maintenance, and translation of content.
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For more information contact:
Mal Poulin, Strategy and Market Relations – [email protected]
Thank You. Questions?