www.tsia.com

There’s No Customer Engagement

Without User Adoption

John Ragsdale

VP Research, Technology and Social

TSIA

www.tsia.com

The Four Phases of 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

www.tsia.com

B4B Operating Model Construct

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

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Adoption Services Emerging Offerings Survey 2015

4 Source: 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

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Driving Adoption and Engagement

• 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.

www.tsia.com

Real-Time, Contextual, In-Application Help

• 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

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There’s No Customer Engagement

Without User Adoption

Mal Poulin

Senior Director, Corporate Strategy

ANCILE

www.tsia.com

User Adoption: the Key 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

www.tsia.com

The Value of User 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

www.tsia.com

Getting to User Adoption and

Enablement

10 @ancilesolutions

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Enable Understanding to Climb 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

www.tsia.com

Climbing the Adoption Realization 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

www.tsia.com

Adoption Fuels Your Growth

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

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User Adoption Tactics

14 @ancilesolutions

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Tactic #1:

Offer Customized Onboarding Services

15

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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

www.tsia.com

Software Onboarding:

Managing Communication and 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 installationdelayed; staff knew what

to do.

Clock(s) installed quickly;staff were confused.

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Tactic #2:

Monitor Usage

18

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Rising Complexity Thwarts Adoption,

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

Va

lue

Source: TSIA

www.tsia.com

Consumption Analytics

20

2014 was the 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%.

www.tsia.com

Tactic #3:

Provide Custom Help Services and

Technology

21

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User Performance Support is Learning at the

Moment of Apply

Source: Innovative Performance Support, 2010 (Gottfredson, Mosher)

Traditional Training User Performance Support

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Context-Sensitive Help and Guidance

23

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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.

Make sure to visit ANCILE at the upcoming

TSW Conference in May!

www.tsia.com