How to Promote User Adoption
Every client should have a customer success strategy that covers short-, medium-, and long-term objectives. To effectively persuade people to use your product, you must demonstrate how your various features will assist them in achieving their objectives.
Finding a mechanism to offer individualised suggestions based on individual objectives at scale is the most difficult obstacle in increasing user adoption.
It’s essential to support some type of in-app or in-product process that attempts to capture input about the user’s purpose in a manner that enables them to fill it on their own terms while they’re using the solution.
This may be accomplished by asking configuration questions throughout the onboarding process, or by having pop-ups emerge over time. Your CSMs will need firmographic information such as industry and business size. You could also ask some open-ended questions, such as “What are the top three projects you plan to use this product for in the next six months?” and “What are your top three, six, and twelve-month goals?”
You may also automate the process of validating that information later on by displaying forms that question “Is this information still accurate?” at regular intervals, such as every six months.
By automating the gathering of goal insights, CSMs can devote more time to generating suggestions based on those objectives and supporting alternate product use techniques. However, CSMs must have a thorough grasp of their product. They must understand the solution’s intricacies in order to create use cases that clients may follow to accomplish their objectives.
However, in order for other components of the solution to perform as planned, certain core characteristics may need to be accepted for effective product adoption. A website analytics tool, for example, would need to be linked to a website in order to gather the required data. Templates must be set up in an email marketing platform so that messages may be presented in a manner that corresponds with the company’s brand and include the relevant legal information in the footer.
While those essential elements may not immediately contribute to goal attainment in the near term, they are required for your product to assist the user achieve their objectives in the long run. Adopting them is required, thus contextualising how the initial setup and use of those features will ultimately ladder up to overall objectives might persuade clients who are reluctant to buy in.
Takeaway
Adoption is an important step in the consumer journey. Customers can’t gain value from your product if they aren’t using it, and they aren’t receiving value from their interaction with your business if they aren’t using it.
If you don’t have product adoption, the customer experience is practically non-existent.
With how commoditized items have become, word-of-mouth generated by excellent client experiences is what distinguishes you from the competition. So in order to grow your company, you need to encourage user adoption.
