Adoption

One of the key elements of success for customer retention is adoption and usage of the product or solution. By making sure the right customers are using the right functionalities, and seeing value, you will benefit from higher retention rates and customer satisfaction. If your customers paid for your products and are not adopting them well into their business processes, churn rates will increase.

Product adoption efforts are a mix of ongoing Success Programs as well as constant monitoring and applying SuccessPlays when meaningful events are identified.

Here's a typical customer Adoption SuccessBLOC. You can customize it for your own business, but it will give you a good starting point.

Goals & KPIs.

Good product adoption translates into high license utilization, usage frequency, use of the high-value features and more. Please keep in mind that different types of products may need only a few of these elements.

Ensure high license utilization

KPI Number of customers below 60% license utilization (for example, not more than 10 customers below 60% utilization)

KPI Average portfolio license utilization (for example, should be more than 70% license utilization)

KPI Number of customers that increase their license utilization in more than 10% in the last 30 days

Ensure high usage frequency of product

KPI DAU/MAU (Daily Active Users / Monthly Active Users)

KPI Number of customers that are using the product at least on a weekly basis

KPI Trend of # of customers that are using the product at least on a weekly basis

Ensure High-Value Feature Adoption

KPI Number of customers that are using [Feature A] “in the right way and frequency”

Ongoing value-driven communication with the customer

KPI Once a quarter business review with customers once onboarding completed

Segments.

Customers, after onboarding, should be adopting your product

Customers that are no longer in the onboarding stage

Customers with a significant drop in their usage or frequency

Top customers: using your product the most

Low license utilization customers: Less than 60% license utilization

Increase utilization: customers with an increase of more than 10% utilization in the last 30 days

Best Practices.

Help your team with company and industry best practices to shorten learning and training time and create consistency across your engagements.

Main feature user manual

“What’s in it for me” document - explain the value of the features that should be used

Q&A document about the main features

SuccessPlays.

Document and automate consistent and structured engagement model for your team during customer adoption.

Low License Utilization

Task Conduct a review with the customer and create a plan to increase utilization

Task AE to be notified to evaluate commercial risk

Low adoption of main features

Task Conduct a training session for the customer team

A significant drop in utilization or frequency

Task Connect with the customer key contact

Task Identify the issues/reasons for the drop.

Task Address the issues discovered. If needed create a mitigation plan

Task Track whether the changes implemented lead to improve utilization

A significant drop in utilization or frequency

Task Reach out to the team to emphasize the value and explore more opportunities

Customers that are no longer in the onboarding stage and filled an NPS

Task Send NPS score

Task Reach out to customers that had negative feedback to address their concern

Re-establish after key user leaves the company

Task Reach out to the team in order to re-establish a connection

Task Identify a new champion

Task Reach out to the old contact to see if there is an opportunity for new sale

Low engagement after onboarding

Segment Adoption customers, 30 days after onboarding

Trigger Key user leaves the company

Task Reach out to the CSM to understand if the team see and get value

Task Identify if a training is missing or product awareness and if so schedule training

Low growth in usage

Task Analyze customer data

Task Engage with the customer for gathering more insights

Task Arrange training if needed

Campaigns.

Automated communications on behalf of the company or the customer success manager.

New User Welcome Email

“Welcome [John] to [Company/product]. Here’s what you should be using”

Goal Orienting new users and guiding them to the right features they need to be using

Targeting New users of accounts after onboarding

Drive Feature Usage Email

“You’re missing out on [value]”

Goal Driving feature usage

Targeting Users that are not using a specific feature

Progress/Status Email

“This is what you’ve done/accomplished so far”

Goal Exposing champions to their company usage and value they are getting

Targeting Customer champions

Winback User Email

“We miss you”

Goal Identifying why users stopped using and driving them back to use your product

Targeting Users who were active in your product and recently stopped

Post-Feedback Follow Up Email

“Thank you for sharing your experience with us, we would love to hear more”

Goal Reach out and follow up with users once they share their feedback

Targeting Users who filled in an NPS

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