According to Gartner, the traditional enterprise application “on premises” software industry generates approximately $300 billion annually.
The emerging SaaS industry, a subset of the overall “Cloud Services” market, generates $46 billion annually and is expected to grow to $76 billion by 2020.
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As you might imagine, usage of traditional enterprise software is expected to decline as SaaS grows. But either way, that’s a huge amount of money being spent on software.
How do software companies compete when there’s so much competition? By focusing on good customer adoption.
What is customer adoption
Customer adoption can mean many things, but one thing’s for certain: good customer adoption is always a good thing.
Customer adoption sometimes refers to when a business wins new customers. Adoption in this sense can mean the acquisition of customers.
Customer adoption might also refer to how customers are onboarded to and use an organization’s products or services. Adoption in this sense occurs when customers are using their provider’s tools “as intended” and to their maximum capability.
How to drive customer adoption with Digital Adoption Solutions
Digital Adoption Solutions is a newly recognized category of technology by Gartner. The category encompasses what are known as Digital Adoption Platforms.
The Digital Adoption Platform was pioneered by WalkMe, which still provides superior Digital Adoption Solutions today.
As digital adoption becomes widely acknowledged as a core part of digital transformation, enterprises are turning to Digital Adoption Solutions to help them stay competitive and relevant.
The digital revolution continues at pace, and as more customers demand digital solutions to their problems, good customer adoption of these tools has become paramount.
Here are 4 tips for using Digital Adoption Solutions to drive customer adoption.
1. Be strategic and analytical
Before embarking on any customer adoption initiatives, you should take the time to define success and outline a plan to achieve it. This is your customer adoption strategy.
Make sure it’s based on real data. Whether you survey potential customers or analyze the behavior of your existing ones, the important thing is to ensure you translate key learnings into actions.
You can’t manage what you don’t measure, so determine so meaningful KPIs as part of your strategic plan. Think about:
- Intention: what are the benefits and ideal uses of your digital tool? What’s its purpose?
- Features: what are the tool’s features? Who do you want to use them?
- Outcomes: what customer outcomes can you attribute to this tool?
- Satisfaction: how do customers feel about the digital tool?
2. Use a Digital Adoption Platform
Investing in Digital Adoption Solutions, or a Digital Adoption Platform (DAP), is probably the best decision you can make it terms of customer adoption.
Why? Because it’s designed to improve the customer experience. And a good customer experience is central to customer satisfaction and loyalty.
The DAP takes care of customer onboarding and dramatically decreases the time and associated costs of training. It provides in-app contextual guidance, delivering the right information exactly when the customer needs it.
The DAP uses machine learning to understand and respond to user behavior. It also offers sophisticated analytics and deep level insights to enable you to understand your customers even better.
An additional carrot to dangle in front of potential customers is the fact that your tool can be enhanced by the DAP’s automation capability. Repetitive tasks can be auto-completed by the DAP, saving your customers time and improving their processes.
The DAP is a powerful partner to your digital tool; it can guarantee improved adoption and even retention.
3. Request and learn from feedback
Customers needs change. You must commit to a continuous journey of discovery and adapting in order to deliver what your customers want and need.
Create an open feedback loop and an agile way to test and adjust things in response to new information.
Maybe customers don’t like, don’t use, or don’t need a particular feature, workflow, or aspect of the design. Knowing this puts you in a better position to eliminate disappointment or frustration, and deliver continuous value.
4. Consider within the context of a holistic customer journey
You need to think long term. Customer adoption is not a “set and forget” process. Organizations that think holistically about how customer adoption feeds into the overall customer journey will enjoy greater success.
Consider what other parts of the customer journey can be impacted and/or streamlined by your use of Digital Adoption Solutions.
Your DAP may become more than an onboarding or training tool. It can be used for change awareness, product development, and churn management too.
As a digital product or service provider, you need to be focusing on customer adoption in order to compete in an increasingly crowded marketplace.
Digital Adoption Solutions are an extremely smart part of your customer onboarding, training and care toolkit. This is one bandwagon enterprises would be wise to jump onto.