Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.
User Adoption to Drive Retention…
Whose Responsibility Is It?
Today’s Presenters:
John Ragsdale
VP Research, Technology and
Social
TSIA
Mal Poulin
Strategy and Market Relations
ANCILE
User Adoption to Drive Retention…
Whose Responsibility Is It?
John Ragsdale
VP Research, Technology and Social
TSIA
Rising Complexity Thwarts Adoption,
Creating a Consumption Gap
Value Expected
Value Received
• Consumption gap
leads to:
–...
The Journey to Customer Success
Adopters
Monitor and
improve product
adoption/
consumption by
customers
• 40% of TSIA memb...
The Four Phases of the Customer Life
Cycle
Land
Successfully convince a prospect to
become a new customer
Adopt
Help that ...
Measuring Consumption: Few
Pacesetters
14%
30%
43%
44%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Product features used by ...
Where does Customer Success live?
8
Technical
Support
Professional
Services
Education
Services
Managed
Services
Customer
S...
User Adoption to Drive Retention…
Whose Responsibility Is It?
Mal Poulin
Strategy and Market Relations
ANCILE
User Adoption – The Key to Success
Your Customer’s Bottom Line = Your Bottom Line
• People are the key to success of any s...
Who Owns User Adoption?
@ancilesolutions 12
The Product Management team …
Builds user manuals, quick references,
standard help, and technical specifications.
Image so...
The Education team …
Builds instructor and student guides ,
eLearning content, hands-on exercises and
simulations, and bes...
The Technical Support team…
Builds knowledgebase articles, FAQs, and
presentations.
Image source: http://allmydiamonds.com...
And those aren’t the only teams ….
Sales
Pre-Sales
Marketing
Resellers Partners
Product marketing
15@ancilesolutions
Each team …
is collectively responsible for creating and
maintaining customer-facing content that is critical
to User Adop...
Take A Comprehensive Approach
17@ancilesolutions
Four Key Recommendations
1. Identify where content lives today and the content owners.
2. Re-evaluate your content based o...
TECHNOLOGYSERVICESWORLD.COM
I’M SPONSORING
www.ancile.com
For more information contact:
Mal Poulin, Strategy and Market Re...
Thank You. Questions?
Próxima SlideShare
Cargando en…5
×

User Adoption to Drive Retention: Whose Responsibility Is It?

  • Inicia sesión para ver los comentarios

User Adoption to Drive Retention: Whose Responsibility Is It?

  1. 1. User Adoption to Drive Retention… Whose Responsibility Is It?
  2. 2. Today’s Presenters: John Ragsdale VP Research, Technology and Social TSIA Mal Poulin Strategy and Market Relations ANCILE
  3. 3. User Adoption to Drive Retention… Whose Responsibility Is It? John Ragsdale VP Research, Technology and Social TSIA
  4. 4. Rising Complexity Thwarts Adoption, Creating a Consumption Gap Value Expected Value Received • Consumption gap leads to: – Slower product consumption, slower repurchase – Lower renewal rates with higher discounts – Reduced satisfaction and loyalty scores Time Value @ancilesolutions 4
  5. 5. The Journey to Customer Success Adopters Monitor and improve product adoption/ consumption by customers • 40% of TSIA members target adoption Retainers Ensuring customers renew relationships and agreements with your company • 37% of TSIA members target retention Expanders Expand selling opportunities, i.e., upsell/ cross-sell • 10% of TSIA members target expand selling 5@ancilesolutions
  6. 6. The Four Phases of the Customer Life Cycle Land Successfully convince a prospect to become a new customer Adopt Help that customer use the product they have purchased to achieve objectives Renew Convince customer to renew relationship when the time comes to repurchase Expand Find reasons why the customer should buy more product from you 6 Explore Identify the greatest opportunities for business improvement Adopt Adopt best-in-class technologies and practices to achieve business improvements Assess Assess effectiveness of initiatives Realize Funnel business improvements into profits or future investments Internal Facing Customer Facing From “Defining the Customer Engagement Life Cycle,” Thomas Lah, December 3, 2014 @ancilesolutions
  7. 7. Measuring Consumption: Few Pacesetters 14% 30% 43% 44% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Product features used by specific users Product features used by accounts Users with some product consumption Accounts with some product consumption Level of Consumption Data Tracked 7 Source: 2014 Adoption, Consumption and Outcome Metrics Survey @ancilesolutions
  8. 8. Where does Customer Success live? 8 Technical Support Professional Services Education Services Managed Services Customer Success @ancilesolutions
  9. 9. User Adoption to Drive Retention… Whose Responsibility Is It? Mal Poulin Strategy and Market Relations ANCILE
  10. 10. User Adoption – The Key to Success Your Customer’s Bottom Line = Your Bottom Line • People are the key to success of any software rollout – Workers (employees, partners, contractors, constituents) execute the processes that run the business. – Workers rely on their business applications to facilitate their work. – Worker success drives organizational success. • Your success is based on enabling user adoption with your software by delivering – Effective, relevant, and engaging learning content. – Customized, personalized, and context-sensitive assistance (EPSS) – Continuous access to related content from across your organization. • Enjoy – Customer adoption, success, loyalty, and retention 10@ancilesolutions
  11. 11. Who Owns User Adoption? @ancilesolutions 12
  12. 12. The Product Management team … Builds user manuals, quick references, standard help, and technical specifications. Image source: http://blog.wikimedia.org/2013/05/29/first-wikimedia-hackathon-in-tel-aviv-israel/ 12@ancilesolutions
  13. 13. The Education team … Builds instructor and student guides , eLearning content, hands-on exercises and simulations, and best practice guides. Builds configuration, testing, and customer- specific materials. The Professional Services team … Image source: http://www.mitre.org/capabilities/systems-engineering/collaborations 13@ancilesolutions
  14. 14. The Technical Support team… Builds knowledgebase articles, FAQs, and presentations. Image source: http://allmydiamonds.com/index.php/customer.service.html 14@ancilesolutions
  15. 15. And those aren’t the only teams …. Sales Pre-Sales Marketing Resellers Partners Product marketing 15@ancilesolutions
  16. 16. Each team … is collectively responsible for creating and maintaining customer-facing content that is critical to User Adoption. 16@ancilesolutions
  17. 17. Take A Comprehensive Approach 17@ancilesolutions
  18. 18. Four Key Recommendations 1. Identify where content lives today and the content owners. 2. Re-evaluate your content based on the customer’s journey to adoption. Awareness  Evaluation  Selection  Enablement  Proficiency  Sustainment 3. Build a strategy for ownership, development, reuse, and maintenance. 4. Use technology to expedite creation, delivery, maintenance, and translation of content. 18@ancilesolutions
  19. 19. TECHNOLOGYSERVICESWORLD.COM I’M SPONSORING www.ancile.com For more information contact: Mal Poulin, Strategy and Market Relations – ANCILE mal.poulin@ancile.com
  20. 20. Thank You. Questions?

×