Whether your users are employees, customers, or both, having the right digital adoption strategies and resources is critical to digital tools becoming digital assets.
How a Digital Adoption Platform (DAP) can support your adoption strategy
This is something that large enterprises with complex digital adoption requirements have in common. They use a Digital Adoption Platform (DAP). WalkMe pioneered the DAP. Companies can apply an algorithmic layer to any digital tool, system, or application. The DAP then provides contextual guidance to the user at the time of need.
Using machine learning and AI, the DAP understands the user journey and provides a bespoke experience to each person. It offers personalized training without an ongoing need for human intervention.
All the DAP administrator has to do is set up the interface. They can add specific goals, and the DAP will make recommendations based on those goals. It also provides adoption insights so the administrator can see who is struggling with what feature or task at a glance.
Because the DAP can learn the user’s regular tasks, it can auto-complete stuff for you. This improves user productivity.
The DAP is each user’s trainer, help desk, and virtual assistant.
1. Easing the burden of employee training
Employee training is a huge cost for enterprises. Take T-Mobile, for example. They hire over 5,000 people a year in customer service alone. And they have 26 core systems to train their staff. No wonder they opted for digital adoption strategies that would ease the burden of all that training.
DAPs streamline employee training strategies and negate the need for micro-management, allowing training to occur within the system. This is particularly valuable when you have a global workforce.
Use Case: Roche Pharmaceuticals
Digital transformation initiatives at Roche were challenging because they have over 90k people working in over 100 countries. When they rolled out an HR system in 2009, they had to conduct thousands of classroom sessions and create many learning materials in over 11 languages. And even after these, they had to provide non-stop support.
According to the Head of IT Learning Solutions, the company tried all the latest change management methods when rolling out new software but still struggled to maximize the transformations’ ROI. The methods resulted in employee frustration and poor adoption.
Fast forward nine years later, they implemented a DAP to roll out a new HR system. The DAP guided employees to perform tasks within the system – live, personalized, in-app training just when employees needed it, with zero training time. That’s proper training! This digital adoption strategy increased training satisfaction by 98%, saved time, and kept the help desk quiet.
“It delivered significant ROI for change management and feature adoption as well as boosting employee satisfaction and productivity. Our Software Admins and training staff are spending less time creating and conducting and updating training. Our employees are more satisfied, more efficient, make less mistakes, and are happy to self-serve, reducing the need for support.” – Head IT Learning Solutions (Roche).
The learning and forgetting curves associated with traditional training are no longer a concern. Instead, the DAP provides at-the-minute guidance, and it doesn’t matter how often users need it. This sort of “learning while doing” is widely accepted by the adult learning industry to be much more effective than the traditional classroom style.
2. Accelerating customer training / improving customer care
When you produce digital products for customers, it’s important to you and them that they’re able to adopt them thoroughly and quickly. It is one of the IT solutions providers’ most crucial digital adoption strategies.
But when your digital product is comprehensive as IBM’s b2b products, users quickly abandon the software before they learn its total value. The company noticed high abandonment rates when customers first experienced the products. It directly affected their subscription numbers and sales. So they needed a strategy to keep the users engaged long enough to learn about the product’s value and subscribe.
“We knew that if we helped users reach ‘wow moments,’ those users would be much likelier to understand our product’s value and differentiation and ultimately subscribe.” – said IBM’s Chief Digital Officer.
The solution was in-app guidance.
IBM digital adoption solution was a DAP to onboard customers, guide them to achieve milestones, and provide ongoing support. The product teams deployed step-by-step product walkthroughs for the core features and aggregated all training content into the DAP. As a result, customers could now learn faster and at their pace. And instead of sending endless support tickets, customers could easily troubleshoot within the DAP. The product teams also used the DAP’s analytics to understand user behavior and create better training content. This adoption strategy boosted customer retention and increased conversions from trials to subscriptions.
“Overall, it has helped us improve product usage, consumption, and retention by 300%. Furthermore, it has helped us reach 80% digital offering revenue growth, which was 2X our target.” – IBM’s Chief Digital Officer continued.
Other large organizations like HP also use DAPs to speed up customer training. Richard Gines, Manager for Workflow Worldwide Technical Services at HP Indigo, explains:
“One of our goals was to reduce the ramp-up time for training a new customer… the faster we get through that, the cheaper it is for our service, and the faster the customer can start producing and be comfortable with it.”
In addition to acceleration training, DAPs can also cut customer training costs by 75%, as they did for LeaseAccelerator. The company used a learning management system that cost $500k per year for onboarding and training, but the customer experience was still wanting. The LMS could not provide real-time support.
So they opted for a digital adoption solution to provide in-app and contextual training in real-time. The training was in product tours and quick links to assets. The DAP also provided insights that the product teams used to identify friction points and resolve them quickly. In the end, it improved user satisfaction
“It costs only 25% of our previous customer onboarding solution, requires less than half the resources to manage, and we’ve been able to create a competitive advantage our sales team is excited to talk about,” said Heather Wurtz, LeaseAccelerator’s Senior Director of Customer Experience
3. Easing the pressure on support centers
This is an enterprise’s most obvious digital adoption strategy use case; streamlining support center calls. Improving the employee experience in a digital transformation also improves the customer experience because they’ll be more available to address the customers’ challenges. However, that’s not the case for most companies.
Walgreens struggled to roll out new digital technologies because they always put overwhelming pressure on their support and HR departments, especially when they changed the technology. The initiatives were often time-consuming and disruptive. But they needed a scalable approach when they had to roll out an HCM targeting 40k managers and 180k individual contributors. So they invested in digital adoption tools to provide ongoing, real-time, in-app guidance.
The DAP seamlessly integrated with the HCM platform and engaged employees using step-by-step instructions delivered through tip balloons and other tools that provided intuitive education. It also automated processes within the platform just when employees needed that.
Walgreen had 1,600 support tickets in the first week, which was a 70% reduction in disruptiveness. And after five weeks, the support tickets dropped to 800 per week.
Similarly, JobAdder reported a 24% YoY reduction in the average number of support tickets logged per customer after implementing a DAP in their SaaS platform. They created 650+ walkthroughs and integrated training resources, such as video tutorials and articles, into the DAP’s menu (quick links) to facilitate self-service help. The self-paced training guided clients from start to finish, reducing the need for frequent support tickets. It also increased the number of tickets solved in the first reply by 53%.
4. Communicating change
Things are changing all the time. Your website. The app. Features of your digital products. The first step of getting these changes adopted successfully and swiftly is communicating them.
So how do you go about this? An email that only a tiny percentage of people will read? A landing page notice that could overload people with information — and subsequently be forgotten?
“When you add in frequent process changes, new feature rollouts, and enhancements, it’s difficult to communicate these updates, not to mention train end users on how best to use the tool for their specific role or division.” – Christi Lopez, DAP Administrator, W.L. Gore & Associates.
Gore’s biggest challenge was Salesforce adoption. So they looked for a DAP that could improve sharing of new features and train users to use the features inside Salesforce exactly when they needed the features. They also wanted to observe the user behavior. Were the employees using Salesforce? How were they using it, and where were they struggling?
After implementing the DAP, the Gore team communicated new features within Salesforce using in-app messaging and ShoutOuts. Once the features went live, users could access walkthroughs (step-by-step guides) on how to use the features. Users also had access to SmartTips and Launchers, which gave them answers quickly and within the workflow.
Additionally, after every new feature rollout, the DAP administrator sent weekly stats (from WalkMe Insights) to allow senior management to understand the adoption process and patterns. They’d then use the data to drive practices and vital sales enablement processes within Salesforce.
The company’s digital transformation efforts have improved remarkably. “On our most recent NPS results, we had a 50% increase in Salesforce user satisfaction, which was surely boosted by our digital adoption efforts.” – Lopez.
With the DAP, the product teams could track user progress, and the sales teams became more productive and active in Salesforce. They could now tackle projects that they previously labeled “too difficult” with ease. Overall, employees now embrace new technologies and rapidly adopt digital solutions.
Similarly, the Royal Bank of Canada used a DAP as their change awareness tool for their landing page.
“We provided our clients with a push for a week to identify key changes on that page… We found that the number of calls coming into our call center was dramatically reduced because we leveraged WalkMe as a change awareness [tool].” – Tracey Metzger, Senior Manager RBC Express
At the end of that day, conducting digital adoption in your business could transform your it tremendously. More effective change communication means users can be more productive. Fewer support calls mean a healthier bottom line. And happy employees and customers make a successful business.
So, which of these strategies do you use to ensure digital adoption?
Digital Adoption Strategies For Training Effectiveness, Boosting Productivity And Improving Business Outcomes
Our key digital adoption strategies are based on using a DAP to provide on-screen, contextual, and personalized training, accelerate user onboarding, improve customer care, communicate changes, and reduce support calls during digital transformations. These strategies save resources organizations can direct to other processes impacting the bottom line.
DAPs help companies track digital adoption progress, boost user engagement, improve training effectiveness, and provide a smooth transition during digital changes. Delivering ongoing training within the platform reduces the learning curve and motivates users to make the most of the platform, increasing the initiative’s ROI.