1. User Adoption to Drive Retention…
Whose Responsibility Is It?

2. Today’s Presenters:
John Ragsdale
VP Research, Technology and
Social
TSIA
Mal Poulin
Strategy and Market Relations
ANCILE

3. User Adoption to Drive Retention…
Whose Responsibility Is It?
John Ragsdale
VP Research, Technology and Social
TSIA

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
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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
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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
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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
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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
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8. Where does Customer Success live?
8
Technical
Support
Professional
Services
Education
Services
Managed
Services
Customer
Success
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9. User Adoption to Drive Retention…
Whose Responsibility Is It?
Mal Poulin
Strategy and Market Relations
ANCILE

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
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11. Who Owns User Adoption?
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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/
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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
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14. The Technical Support team…
Builds knowledgebase articles, FAQs, and
presentations.
Image source: http://allmydiamonds.com/index.php/customer.service.html
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15. And those aren’t the only teams ….
Sales
Pre-Sales
Marketing
Resellers Partners
Product marketing
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16. Each team …
is collectively responsible for creating and
maintaining customer-facing content that is critical
to User Adoption.
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17. Take A Comprehensive Approach
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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.
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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. Thank You. Questions?