What is Customer Adoption & How Can You Increase Your Customer Adoption Rate?

Customer adoption. While it's not as cute as kitty adoption, it still plays a large role in your customer success team.

当您引入新产品，服务，工具或功能时，您希望客户希望升级，购买或采用新产品中的工作流程。

这就是客户采用的全部内容。这是关于帮助客户通过客户成功组织提供的新产品和服务。有时这也称为产品采用。

In this post, we'll dive into why customer adoption is important, the customer adoption cycle, and how to track and increase your customer adoption rate.

Essentially, customer adoption is the process it takes for a customer to learn about a new product/service, express interest, evaluate, test, and then finally adopt a product/service by purchasing it and using it as intended. This is akin to thebuyer's journey在营销中，与product life cycle, but for the customer success team, it's customer adoption.

For example, the type of service someone needs in the awareness stage is different from what they'll need at the adoption stage. Separating the stages of the customer adoption process also helps your customer service team give specialty service toearly adopters。

Understanding consumer adoption goes hand in hand with the创新理论的扩散-- the theory explains that an idea or product gradually gains traction and diffuses throughout a population or social system. Slowly, this idea is adopted and people start buying or using it more in their lives.

那么,什么是客户adoption process like?

客户采用过程

客户采用过程有五个阶段：

• Product Awareness
• Product Interest
• 产品评估
• 产品测试
• Product Adoption

让我们潜入下面。

1. Product Awareness

The first stage of customer adoption is awareness. This is when a current customer becomes aware of a new product or feature. It could be through their CSM or a product notification or a marketing email.

2. Product Interest

In the second stage, a customer is interested in your product or service. If they're a part of your current客户群他们可能会接触到他们的CSM并表达兴趣。

3.产品评估

The next stage is when a customer evaluates your new product or service. They consider whether it's something they want/need and are willing to spend money on.

4.产品测试

然后，客户将以某种方式测试您的产品或服务。通过注册免费试用，成为Beta测试的一部分，观看演示/教程和/或阅读评论（如果有）。

5. Product Adoption

最后，客户决定进行购买。这是客户采用新产品或服务并按预期使用它的时候。为了充分利用该产品的全部潜力，他们可能需要CSM的高触摸客户支持。甚至可能涉及一个入职过程。完成此操作并将产品集成到客户日期中，您就可以达到客户的采用。

While this might sound conceptual right now, it's important to track if current customers adopt new products/services.

Your customer success team is responsible for making sure customer adoption is a smooth process. If all goes well, the customer adoption metrics you gather will help you identify signs of renewal and churn before they happen. You can notice trends and see where in the adoption process customers get tripped up -- perhaps it's not understanding a product because it's too complex.

您可能会注意到，每周使用某些功能的客户通常会续订或停止使用某些功能的客户很快就会流失。

此信息将帮助您的CSM提供更好的客户服务，并确保客户采用过程进展顺利。测量采用将帮助您确保客户从您那里获得所需的ROI。

So, how can you measure it? Customer adoption rate. Let's dive in below.

什么是客户采用率？

客户采用率是被收养客户总数除以客户总数。

例如，如果您有一个新功能启动，而当前的1,000个客户中有250个采用新功能，则采用率为25％。

要计算和衡量客户的采用率，您需要定义采用的用户是什么 - 这可能会根据产品/服务而变化。

Besides customer adoption rate, you can also measure how long it takes users to begin using a new feature (time to first action), and the time it takes for a customer to get value from a product (time to value).

Now with all of the explanation out of the way, you might be wondering how to increase your customer adoption rate. Let's review some ideas now.

1. Conduct beta testing.

如果您正在考虑推出新产品或功能，那么进行Beta测试很重要。在这里，您将了解该功能在作用中的工作原理。您可以在完全启动新产品或工具之前收集反馈并解决扭结。当您进行Beta测试时，您将仅具有某些客户可用的工具/功能。

2. Learn from feedback.

最好的策略来增加客户adoption rate is to listen to your customers. After conducting beta testing, have the customers who used the new tools/features fill out a survey. Learn what works, what they liked, and what they didn't like. Then, you can perfect the tool for the official launch.

3.与忠实的客户接触。

Another way to increase your customer adoption rate is to reach out to loyal customers. You might consider giving them a special offer or special customer support if they're interested in your new product/tool. First-class service is the best way to convince users to continue adopting new products or features.

4.改善客户体验。

Ultimately, the only way to increase customer adoption is to provide an excellent customer experience by providing a quality product. Your product or service needs to add value to your customers while being intuitive and simple to use. With quality products and a seamless customer experience, customers will want to adopt new features and tools when they're released.

5.对您的入职过程保持战略性。

对于大多数SaaS公司，登机客户要么是高触摸或低触摸服务。为了提高客户的采用率，您将希望高价值的客户能够访问high touch customer service。这意味着您的客户成功团队可能会创建自定义的入职文档，并为新产品提供个性化的新功能，直到完全实施新产品为止。

客户采用很重要，因为客户保留可以将公司收入增加25-95％ - 而客户采用只是客户保留硬币的另一面。bob全站app为了增加客户采用，请专注于通过客户成功团队提供出色的客户服务。