User Adoption to Drive Retention: Whose Responsibility Is It?

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

4

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

@ancilesolutions

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

5@ancilesolutions

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

6

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

7

Source: 2014 Adoption, Consumption and Outcome Metrics Survey

@ancilesolutions

Where does Customer Success live?

8

Technical Support

Professional Services

Education Services

Managed Services

Customer Success

@ancilesolutions

User Adoption to Drive Retention… Whose Responsibility Is It?

Mal Poulin

Strategy and Market RelationsANCILE

10

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

@ancilesolutions

Who Owns User Adoption?

@ancilesolutions 12

12

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/

@ancilesolutions

13

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

@ancilesolutions

14

The Technical Support team…

Builds knowledgebase articles, FAQs, and presentations.

Image source: http://allmydiamonds.com/index.php/customer.service.html

@ancilesolutions

15

And those aren’t the only teams ….

Sales

Pre-Sales

Marketing

Resellers Partners

Product marketing

Translation & Localization

@ancilesolutions

16

Each team …

is collectively responsible for creating and maintaining customer-facing content that is critical to User Adoption.

@ancilesolutions

17

Take A Comprehensive Approach

@ancilesolutions

18

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.

@ancilesolutions

TECHNOLOGYSERVICESWORLD.COM

I’M SPONSORING

www.ancile.com

For more information contact:

Mal Poulin, Strategy and Market Relations – [email protected]

Thank You. Questions?