The main goal of software companies is to build great products that create successful outcomes and value for their customers. Success occurs when customers experience that “aha” moment that transforms your product from a trial or PoC to a core part of their day-to-day work.
But not all users experience these “aha” moments quickly. Sometimes your customers’ employees might resist this change which makes product adoption a change management challenge.
So how would you move your customer from POC to a daily user?
In our weekly topic teardowns, we asked Preflighters what change management measures they will take to convince their customer’s mid-level and low-level members to adopt your product during implementation. Preflighters shared the most sustainable product adoption strategies, and interestingly, they all had one thing in common - understanding your users.
To improve product adoption, you can focus on:
You can also approach this tactically by:
Firstly, CSMs need to check why the customer’s employees are not adopting the product during implementation. For instance, you need to gauge whether the product seems difficult for them to use or if they are comfortable with the current processes.
Once you get the accurate picture, you can strategize on the next steps. First, defining your customer base into three categories - high-touch, low-touch, and tech-touch, and understanding which category this customer falls under is crucial. From there, you can move with playbook strategies for product adoption.
Start from the ground up; you need to dig into the dissatisfaction with the status quo. Collect the pain points directly from the non-adopting users either through group or 1-1 conversations. They may be the same or different from those that led to the ultimate purchase decisions. Then, follow up with them by leveraging existing resources on how certain product features or attributes solve their problems. Share relevant content based on their feedback, and use this outreach with other users who haven't provided any feedback. Keep a record of this misalignment and bring it up in an upcoming strategic review with the customer because it is valuable information.
Firstly, it is crucial to find out why they are resisting the change. A few possible scenarios:
Now, here are some measures you can take:
Adoption is the ultimate test for your product. Regardless of the strategies you use, it’s important to prioritize your product adoption as one of the foundations of your business.
If you have any additional strategies you want to share, we’d love for you to join Preflight Community and share it with all our community members!