Introduction
Understanding how your customers use your product is essential for identifying areas where adoption may be lacking. By analyzing usage patterns across various dimensions, you can uncover adoption gaps and take proactive measures to address them. This article is part of our series on improving product adoption, and it lays the foundation for our next article on using health scores to address adoption challenges.
Why does this matter?
Identifying and analyzing usage patterns is crucial for several reasons:
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Visibility: It provides visibility into how customers are interacting with your product, helping you understand what is working and what isn't.
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Targeted interventions: By identifying adoption gaps, you can implement targeted interventions to improve product usage.
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Customer success: Ultimately, improving adoption leads to better customer success outcomes, including higher retention rates and increased customer satisfaction.
How to get started
Step 1: Gather and analyze usage data
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Set up data sources: Ensure you have access to all relevant usage data, including login data, feature usage, and customer attributes. Use tools like Gainsight PX to capture this data.
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Normalize data: Normalize the data to make comparisons across different customers and segments easier. This involves standardizing metrics like login frequency and feature usage.
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Segment customers: Segment your customers based on attributes such as company size, industry, and license type. This will help you understand usage patterns within different segments.
Step 2: Identify usage patterns
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Monthly active user analysis: Analyze login data to identify patterns in monthly active users. Look for trends in usage frequency and duration.
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Feature usage analysis: Examine how different features are being used across your customer base. Identify which features are most and least popular.
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License type analysis: Analyze usage patterns by license type to understand how different customer groups are utilizing their licenses.
Step 3: Compare usage across dimensions
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Company comparisons: Compare usage patterns across different companies to identify high-performing and underperforming customers.
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License comparisons: Compare usage patterns by license type to uncover adoption gaps specific to each license type.
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Customer attribute comparisons: Compare usage patterns across different customer attributes to identify trends and outliers.
Step 4: Visualize and share insights
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Create reports: Use Gainsight's reporting tools to create visualizations that highlight key usage patterns and adoption gaps.
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Share insights: Share these reports with your team to inform decision-making and drive targeted interventions.
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Monitor trends: Continuously monitor usage patterns to track the effectiveness of your interventions and adjust strategies as needed.
Gainsight features you'll need
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Gainsight PX or similar tools: For capturing detailed usage data and analyzing feature adoption.
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Reports: To create visualizations and share insights with your team.
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Dashboards: To monitor usage patterns and track the effectiveness of your interventions.
What’s next?
Now that you've identified and analyzed usage patterns to uncover adoption gaps, it's time to address these gaps using health scores. Our next article, "Use health scores to identify and address adoption challenges" will guide you through this process, helping you monitor and improve adoption continuously.
Further reading and inspiration