One of the most common uses of PX data in CS is to configure a Product Adoption scorecard. This scorecard measure can give a quick snapshot into how actively and effectively a customer is using your product. Use this measure to roll up into a larger overall customer health score in order to get a holistic understanding of the health of a customer. 

Product Adoption Scorecard Measure

It is easy to get “in the weeds,” so to speak, when considering what healthy adoption looks like for each customer type. The intention of this post is to provide a simple approach to conceptualizing product health. 

Product Adoption Scorecard Measure = ‍♂️User Activity + Feature Usage 

‍♂️User Activity 

To be considered healthy, how often should an end user be engaging with your platform? With telemetry data gathered from PX, we can track how actively engaged a user is and use this insight to contribute to the product adoption scorecard measure. To do this, we’ll use the “Last Seen Date” field from PX to build this portion of the scorecard. Consider the following example for scorecard criteria:

• Last Seen Date within 7 days- set score to Green

• Last Seen Date Between 8-21 days- set score to Yellow 

• Last Seen Date > 21 days- set score to Red

Feature Usage 

Consider these questions: What is the intention of your product? What is your value proposition? Why do organizations purchase your product? Got the answers to these questions in your mind? Good! Now think- what features(s) within the product represent those answers? What is one action an end user can perform in your application that tells you that they have received meaningful value from your product? These are known as golden, core, or sticky features.  Here are some examples: 

• An alert-management system designed to discreetly notify office employees of emergencies via text message and computer notifications views ‘sending notifications’ as the golden feature of their platform.

• A collaboration platform which provides a central hub for issue tracking and resolution considers ‘creating issues’ as the stickiest feature of their solution.   

It is helpful to identify just one action, like in the examples above, that indicates platform usage for its core purpose. Now think about the ways in which a user can perform this action in your application (i.e., are there multiple ways a notification can be sent?) Ensure these clicks or actions are mapped using the PX Product Mapper. 

Set Thresholds 

Now that you’ve identified the golden feature and ensured that it is mapped appropriately in PX, consider how often end users should be interacting with this feature to be labeled healthy and establish scorecard criteria. Here are some examples:

• Number of notifications sent:

  • > 5 notifications sent per week- set score to Green

  • 1-4 notifications sent per week- set score to Yellow 

  • < 1 notification sent per week- set score to Red

• Week over week trends 

  • WoW trend of issues created increased by > 5%- set score to Green

  • WoW trend of issues created increased by 0%- set score to Yellow

  • WoW trend of issues created increased by < 0%- set score to Red

Variations 

Perhaps you have a versatile application that can be utilized in various ways by your customers. In that case, it may be difficult to identify just one golden feature to measure product health upon. In order to keep the product adoption scorecard measure simple, choose 5-10 features that are of importance and consider the thresholds below:

• >8 features used per week- set score to Green

• 2-7 features used per week- set score to Yellow 

• < 2 features used per week- set score to Red

Week over week trends can be used with this variation as well:  

• WoW trend of # of golden features used increased by > 5%- set score to Green

• WoW trend of # of golden features used increased by 0%- set score to Yellow

• WoW trend of # of golden features used  increased by < 0%- set score to Red

🧩 Putting it All Together 

Now that the user activity criteria and feature usage thresholds for healthy adoption have been established, it’s time to put it all together. Consider whether user activity and feature usage should be weighted evenly to make up the Product Adoption measure or if your organization considers one of these metrics to be more indicative of customer health than the other. Next, what percentage of total overall customer health should the Product Adoption measure make up? Example:

• Overall Customer Health:

  • Engagement 25%

  • Deployment 25%

  • Product Adoption 50%

• Product Adoption Measure Group:

  • User Activity 75%

  • Feature Usage 25%

Bonus

Why not add customer sentiment to the overall customer health score? Gather end user feedback directly from your application via PX-launched in-app NPS survey engagements and feed the results into CS in real time. Consider the following scorecard thresholds for NPS sentiment:

Average NPS Score

• > or equal to 9- set score to Green

• Between 7-8 - set score to Yellow 

• < 6 - set score to Red

Overall Customer Health:

• Engagement 25%

• Deployment 25%

• Product Adoption 25%

• Sentiment (NPS) 25%

What's Next? 

With this Product Adoption Scorecard, you've begun to familiarize yourself with using PX adoption data to build metrics (i.e. scorecards) in CS. This is a great first step to get some initial insights into how product adoption affects customer health. Next, there are many ways this use case can be upleveled:

• Consider additional golden features to feed the Feature Usage portion of the scorecard measure

• Vary adoption scorecards by segment. For example, enterprise segment customers may have different feature usage thresholds or active user criteria than SMB segments.

• Consider user maturity. Multiple product adoption scores can be configured based upon where the user is in their adoption journey. For example, a Novice user may have different feature usage expectations than an Expert level user. 

‍ Do you have a recipe for incorporating product adoption into your customer health score? We’d love to hear it!