Introduction
Driving customer adoption goes beyond onboarding—it requires ongoing, targeted engagement to help customers explore new features and deepen their product usage. By automating these targeted engagements, your team can provide timely prompts and resources that encourage customers to take full advantage of your product. This article will guide you in setting up automated engagements focused on adoption, helping customers reach key usage milestones and unlock greater value from your product.
Driving customer adoption goes beyond onboarding—it requires regular, proactive engagement that encourages all customers to explore new features and deepen their product usage. By automating these targeted engagements, your team can provide timely prompts and resources to keep customers on a steady path toward adoption milestones. This article will guide you through setting up automated engagements aimed at all customers in the adoption stage, helping them reach key usage milestones and unlock greater value from your product.
Step 1: Define Key Adoption Milestones
To automate targeted engagements effectively, start by identifying the key adoption milestones that indicate customers are becoming more invested in your product.
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Core Feature Usage: Track usage of essential features that align with each customer’s primary goals. For example, if a core feature is analytics, monitor how often customers access this functionality. Use Adoption Explorer to set milestones based on feature adoption trends and track each customer's engagement with specific tools.
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Frequency of Product Interaction: Define milestones based on how often customers engage with your product. For instance, achieving a certain number of logins or sessions within the first 30 days can indicate early success. Scorecards can help track and visualize these interaction patterns, showing whether customers are adopting the product as expected.
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Onboarding Completion: Reaching onboarding milestones is an early indicator of adoption readiness. Use Success Plans to ensure that key onboarding tasks are completed, setting the foundation for deeper engagement.
Step 2: Automate Engagements Based on Usage Patterns
Automated engagements based on real-time usage data allow you to guide customers toward greater adoption without manual intervention.
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Trigger In-App Prompts for Feature Exploration: Use Gainsight PX to deliver in-app prompts when customers reach specific milestones or exhibit certain behaviors. For example, if a customer frequently uses basic reporting, prompt them to try an advanced analytics feature.
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Send Targeted Email Campaigns for Underused Features: Identify features that customers aren’t exploring and set up automated emails to highlight their benefits. For instance, if a feature is commonly underutilized, create an email campaign that shares use cases and best practices. Journey Orchestrator can help you segment customers based on usage data and tailor messages to specific needs.
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Encourage Engagement with Success Reminders: Schedule regular check-ins that remind customers of their progress and encourage them to complete more advanced tasks. These reminders can keep customers on track and motivated to adopt new features, reinforcing the value of the product.
Step 3: Monitor Engagement Outcomes and Refine Engagements
Tracking the outcomes of your automated engagements provides valuable insights into what’s working and what can be improved.
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Track Engagement Metrics: Use Dashboards to monitor metrics like click-through rates, feature usage, and completion of key tasks following each engagement. This helps you assess the effectiveness of your engagements and identify areas for improvement.
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Refine Messages Based on Performance Data: Analyze which messages resonate best with customers. If certain emails or in-app prompts consistently drive higher engagement, use these insights to refine other messages. Adjust content, timing, or format based on customer responses to increase the impact of your outreach.
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Gather Feedback to Improve Targeted Engagements: Collect feedback from CSMs and customers on the relevance and helpfulness of each engagement. Use Surveys to gain insights into customers’ experiences, helping you fine-tune future engagements.
Next Steps for Success
With automated adoption engagements in place, monitor outcomes regularly to ensure they remain effective. For additional support, the article Proactively Address Low Adoption with Targeted CTAs offers strategies for re-engaging customers who show signs of low adoption.
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