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Customer adoption is essentially a business process that’s used to create sticky, long-lasting accounts. This process involves the creation of a continuous feedback loop between the customer and your product to ensure active usage, usage expansion and growth. To achieve this, most companies implement processes that include onboarding flows, engagement tracking, escalation points, and feature usage monitoring. The customer adoption process is all about helping customers maximize their potential enablement with pre-planned journeys and effective pushing of the features your solution or application is offering, based on the customer’s needs.
A recent OpenView 2022 product benchmark survey showed that customer adoption is higher when CS or support teams contact product signups (35% when compared to 8% only when contacted via sales personas).
Here are some common use cases you need to consider:
Users that have a chance to play with the product first before committing and their adoption journey starts on signup. Should you consider them as customers? No! They can be counted as free users, but the push for adoption starts instantly.
A member of your team helps the buyer to get a feel of the product before paying. Differently from Use Case #1, in this case the buyer will have to get help from the team since the product access is limited, or the product is not self-served enough. This essentially helps the customer go past the interest or consideration stage, and get a real-life walk through to their day to day with the product after purchasing.
The customer is already a customer, and is getting a full-blown end-to-end onboarding experience of your product, not just a taste of it. Post-sales and support teams are most active and important in such scenarios.
If you wish to elevate your adoption rates, here are some best practices:
Humans are strange and peculiar beings, with needs and desires that keep on fluctuating all the time. They can absolutely love your product one day, and totally abandon it the next day without prior notice. Getting customers to adopt your product and choose it again and again every day, requires a never ending cycle of keeping them engaged and making them feel valued.
Most companies think of customer-focused departments as a cost-center, therefore missing out the opportunity to gain more value from customers. What are the additional actions to ensure adoption after the “adopted” signal is on?
Your customers have a life, and your product is not the only thing happening in it (shocking, right?). Find the right ways to educate them about what matters to them without overwhelming or confusing them.
The idea behind this is simple – the more you improve customer engagement across all channels, the stickier your accounts will become. Many businesses focus on in-app onboarding and fail to create better omni-channel communications – marketing, product, customer success, and support channels to be more specific. But the problem is that you probably have many blind spots here.
It’s hard enough to know what’s going on which accounts. You need to invest in gaining visibility into these omni-channel communications. Having a heatmap is nice, but visualizing all touchpoints can be a gamechanger. Some modern customer intelligence platforms are also offering active stakeholder tracking, where even their communications can be monitored in real-time via a centralized dashboard.
Related: Customer Journey Mapping Tools
The typical customer adoption framework isn’t a linear trajectory, but more of a cycle where chronological processes can be challenged, analyzed, and optimized based on different use cases, business limitations, and changing scenarios.
That said, here’s the typical customer adoption framework you should follow:
Related: Top 10 CS Tools for the Productive CSM
If you reached the stage where your adoption rates and active usage rates are trending up, congrats! But achieving long-lasting customer adoption curve and sustainable growth isn’t easy without the right tools to track true account health. Healthy adoption is a state you wish to maintain. Learn about the obstacles, issues, friction points, relationship changes, and other factors that can impact customer sentiment.
With Staircase AI, you can track your relationship dynamics, monitor changes via relationship maps, learn about sentiment and engagement trends, and more. Not detecting customer journey risks can impact your customer adoption, eventually leading to accelerated churn and brand damage. Take control of your accounts now.
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