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In a previous blog post we discussed the strategies and tactics for ensuring success when deploying new technology or projects within your Route to Market channel. Sure, it can be daunting but by taking a holistic and milestone based approach, the light at the end of the tunnel should be brighter.
Change management plays an important role in successfully outlining the implementation plan and aligning with specific resources. Whether using ADKAR change management framework, 3 C’s of Change Leadership or taking pointers from our lessons learnt, fully understanding the project outcomes should include a budget, goals, timelines, resources, and communication strategies.
In basic terms, user adoption, or sometimes called onboarding, is the process by which new users become acclimated to an application, product or service and decide to keep using it. This article takes a deeper look into what user adoption is, typical frameworks that can assist with deployments and how to adequately track performance. For the simplicity of the article, the term ‘user’ could be interchangeable with employee or customer.
Since the explosion of digital technology there is new terminology and lingo. Not to be confused with User Acquisition, User Adoption is a vital component to ensuring users are using your application after they have been onboarded.
Improving user adoption can help you fight churn, bring in good customer loyalty at the end of the customer journey and easier upsell opportunities. But what are the benefits to an organization focusing on adoption rates?
User adoption rates are important because they tell a company or business how many users like the new application or version and how many don’t like it or do not try it. Most often, a higher adoption rate means a customer finds both value and ease in using the new application or version. Conversely, if a customer finds it requires too much effort to use or doesn’t add value, they may abandon the application altogether or stay with an older version.
But more importantly to the business, the benefits of high user adoption rates can lead to profit and growth through:
There are plenty of reasons to implement a user adoption strategy. Each differs based on experience and specific focus. But, perhaps one of the simplest frameworks can be found for Microsoft’s Office 365. Breaking the process down into three distinct phases — startup, experiment, and enable — helps streamline adoption for everyone.
Based on the experience gained across our 7500 users across 16 countries within Sub Saharan Africa we recommend you measure the success of a user adoption strategy. Following these six steps:
Define what user adoption means to you, the business or the application. Collaborate with various stakeholders, conduct research and user studies to focus attention on the best goals for success.
Brainstorm and research what the application needs to change to drive user adoption and meet the goal. Are there factors preventing a user from seeing value in the application or does it inadvertently convey that it takes a lot of effort to use?
Once you determine your goal and how the application can achieve it, choose which measurement metrics you want to use to rate your user adoption strategy. Be sure to capture a baseline metric first to serve as a starting point when comparing metrics to see the impact of adoption changes.
Setting up a tracking method and deciding which metrics or events to track can help you understand how the implementation is going or if there are any issues to resolve that can influence user adoption during implementation. Consider giving thought to:
After establishing timelines and tracking tools, create a launch date to implement application changes and promotional advertising and marketing. Depending on your application, you might release all changes at once, which can increase adoption rates, or you can use A/B testing to determine which changes create the highest impact from a user perspective.
When your project timeline and tracking have come to a close and all metrics get gathered, review your results and the KPIs you initially selected as measurements of success. A good sign of successful implementation and user adoption is when users are more engaged.
While overall application adoption is an extremely useful metric to track, it is a business rather than experience metric. Focusing purely on creates a myopic approach, often dooming overall success to failure. Incorporating some aspects of engagement helps link performance as an indicator of true adoption success.
There are several metrics you can use to track user adoption:
Now let’s look at some scenarios or use cases that you may be experiencing and some of the metrics you could or should be monitoring.
Knowing how to track and measure your user adoption strategy, and incorporating change management improvement is going to be a continuous process. But the results are well worth the effort. Increased user retention and revenue expansion will help you grow your business with dedicated users that won’t quit you.
Getting the initial trial or first use is only part of the challenge. Once the user has been successfully onboarded, the next challenge is keeping them engaged and consuming your application. Making use of some form of B2B loyalty program can help entice trial and reward specific new behaviours within the adoption process.
The continued use or stickiness of the app remains rooted in (a) how relevant you are, (b) how keep your promise and (c) how value is continuously added. In our next blog post within this series we unpack the formula to stickiness.
MACmobile’s approach to B2B Loyalty is to encourage adoption, drive specific behaviours and foster true loyalty.
FIELDLoyalty is a platform that enables CPG manufacturers to deploy B2B Loyalty & Rewards within their route to market value chain to change specific behaviours to drive sales and meet target.
With FIELDLoyalty installed within distribution you can effectively:
Once the project is well entrenched, FIELDLoyalty can then be utilized to further drive volume and availability KPIs; ensure promotion and compliance; and encourage engagement across the channel.
If you are looking at deploying new RTM technology or adding additional touchpoints to your channel, get in touch and we can arrange a deep dive into our best practices and unpack our learned experience.