Knowing what is driving customer adoption provides the information you can use to boost retention. Let’s look at three of the biggest keys.
One key to higher adoption is extending the onboarding process beyond the initial account set-up phase. Setting up a new customer’s account is rightly emphasized as a key part of the onboarding process and a foundation for further SaaS adoption. However, if your communication with your customer stops there, you’re not doing anything to ensure continued feature adoption. If you approach the adoption process as a continuation of the relationship established with your customer during the onboarding process, you can take steps to follow up successful onboarding with successful adoption.
One step you can take is charting an automated adoption workflow sequence to follow up upon initial onboarding. Totango Totango lets you plan automated and manual workflows called SuccessPlays throughout your entire customer journey lifecycle, to be triggered by data indicating your customer has reached a milestone or another key event. For example, when your customer’s activity pattern indicates that adopting a new product feature would help them derive more value from your product, this can trigger an email with a tutorial link to be sent to them.
Continuous onboarding depends on a process of continuous education. Increasing and maintaining high adoption rates requires providing customers with the information they need to use your SaaS product wherever they are in their customer journey. Customers may encounter barriers to adoption during the onboarding process, when adopting specific product features, during customer service escalations or when attempting to complete renewals, for example.
You can provide educational materials to assist customers at these or other points in their journey. These can take forms such as blog posts, FAQs, tutorials, videos, knowledge bases, customer communities, webinars, and in-app instructions. Use automated emails to send links to these resources when customer data indicates it would be relevant to the client where they are in their journey.
When onboarding customers and delivering educational resources, you can promote adoption by using personalized communication. Some types of personalized communication are already widespread. For example, personalized email subject lines are common. However, full-scale personalization with today’s technology goes well beyond this.
For example, you can monitor customer data to trigger automated workflows which are relevant to the customer’s situation. For instance, if a customer hasn’t logged into your software in while, you could send an automated email encouraging them to log in by recommending a new feature or insight. This combines automated efficiency with personalized attention, allowing you to deliver the right content at the right time.
Know What Is Driving Customer Adoption in Order to Boost Retention
Being aware of what is driving customer adoption positions you to make adjustments that increase adoption and thereby promote higher retention. You can drive adoption by continuously onboarding customers to new product features, educating customers wherever they are in their lifecycle, and using personalized communication. Totango’s platform provides built-in tools to promote personalized, data-driven communication with your customers throughout their life cycle from onboarding through renewal and beyond. Try it free to experience how Totango can help you automate higher customer adoption rates.