webinar: software adoption crash course for customer education leaders
TRANSCRIPT
SOFTWARE ADOPTION CRASH COURSE FOR CUSTOMER EDUCATION LEADERS
2 © ServiceRocket
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ABOUT SERVICEROCKET
Training Services For when you need help running your education
operation.
Customer Education University
Build the customer education skills you need
Learndot LMS designed specifically to
help you run a customer education business.
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Course: How to Build and Run a Strategic Customer Education Operation Course: How to Design Your Customer Education Strategy servicerocket.com/ceu
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AGENDA
• What is adoption • Why education organizations are ideal for driving adoption • Customer education and the adoption curve • Results some education organizations are achieving
www.tsia.com
• 25+ years of education experience in the high-technology industry
• Previously managed domestic and global education teams for pre-IPO as well as Fortune 500 companies
• Professional Trajectory: Ellie Mae, Hewlett-Packard, Mercury Interactive, VERITAS, Amdahl
Maria Manning-Chapman VP, Research, Education Services [email protected] (408) 813-7979
www.tsia.com
Data
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• Renewal of annuities • Offer development • Monetize recurring services • Pricing
• Break-fix hardware service • Depot maintenance • Parts and logistics management • Dispatch • Implementation services
• Integration services • Consulting
• Adoption, retention and expansion • Proactive customer engagement
models • Cost effective Sales models • Customer experience initiatives
• “Paid to operate” • Managed infrastructure and applications • Customer premises, cloud
and hybrid
• Content development • Learning and delivery modalities • Training technology • Certification and partner programs
• Support channel optimization • Shift from break to value • Predictive support services • Knowledge management • Voice of the customer
• New business with existing customers • Customer engagement models for upsell
& cross-sell • Services-driven lead generation • Predictive analytics & automation
www.tsia.com
Leverage Our Platform
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On Demand Research Access your TSIA research executives for timely board ready insight & critical strategic support.
Benchmarking Validate and quantify your performance in comparison to the industry and your peers.
Industry Events Attend the biggest events in technology services at TSW (Technology Services World), designed to connect you with your peers twice yearly in an elite forum for best practice sharing & thought leadership.
Topical Webinars Stay current with weekly webinars on industry trends, critical best practices insights, and leading-edge service technology solutions.
Research Vault Unlock the world’s largest vault of data insight, research assets, & proven frameworks in the tech services industry.
Industry Studies Dive deep into the analysis of key service areas, reported on and delivered by the industry’s leading Research Executives.
What is Adoption
www.tsia.com
Adoption: Two Views
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Product adoption
Increased consumption of education content
Increased consumption/usage of product
Content adoption
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Able to Use the Product More Not Able to Use the Product More
12 Source: TSIA Training/Adoption Quick Poll, 2016
56%
68%
Use the product
more
32% Use more product features/ functions
Work more independently
44%
87%
13%
56%
Able to Work More Independently Not Able to Work More Independently
Able to Use More Features/Functions Not Able to Use More Features/Functions
Training Drives Product Adoption
Why Education Is Ideal for Driving Adoption
www.tsia.com
ES PS SS
1 : Many 1 : Few 1 : 1
Education Services: One-to-Many Model
www.tsia.com
Content Adoption 1) Account-level (broad) 2) Individual-level (deep)
Broad Adoption
Deep A
doption
Customer Education and the Adoption Curve
www.tsia.com
Education
Education
Product
optimization/ best practices
packages (ES + PS, etc.),
certification, community for “specialists”
Education
Intermediate level material introducing additional features/ functions
certification, chat/forums,
Education
On-boarding material such
as “getting started” bundles,
badging to show progress
Education
Introductory
material such as product overview
videos, blogs, white papers
Education Services and The Adoption Curve
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EN
GA
GE
ME
NT
TIME
Planning Change
management, product launch
Awareness Exposure to the product
Application Increased usage
of the product
Commitment Institutionalized
usage of the product
Advocacy Willing to
recommend (NPS), evangelize,
referenceable
Innovation Provide input
to product management
Education
Conduit from customer to R&D
and/or product management
regarding product enhancements
Collaboration opportunities
between ES and customer
“experts,” such as moderating chat rooms, creating
videos, champions group
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Fill the White Space
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Classroom Training Virtual Instructor-led Training
Onsite Training Digital Learning Social Learning Mobile Learning
Blogs (read or write) Chat/Forums Assessments
Badging Certification
Metrics to Consider
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1) Install Base Penetration Rate – percentage of installed accounts that have consumed any type of training offer
2) Account-Level Penetration Rate – of the total population in an account who could consume training, what percentage has/has not consumed content
3) Individual-Level Penetration Rate – what is the level of content consumption at an individual level, by volume, or time, and how does it compare to what your ES organization deems as a good – better – best level of content consumption
4) Product Subscription Renewal Rate – compare product subscription renewal rates for trained vs. untrained customers
5) Reduction of Support Calls – compare call volume into support for trained vs. untrained customers
Metrics to Consider
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One TSIA Member’s Results: Badging
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One TSIA Member’s Results: Social Learning
www.tsia.com
www.tsia.com © Technology Services Industry Association
www.tsia.com
• 25+ years of education experience in the high-technology industry
• Previously managed domestic and global education teams for pre-IPO as well as Fortune 500 companies
• Professional Trajectory: Ellie Mae, Hewlett-Packard, Mercury Interactive, VERITAS, Amdahl
Maria Manning-Chapman VP, Research, Education Services [email protected] (408) 813-7979
TSIA Customer Engagement Model
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Land Adopt Expand Renew
Land: Activities required for selling an offer and the initial implementation of that offer. Adopt: Activities involved in making sure the customer adopts the solution that was implemented. Expand: Activities required to help customers expand their budget spend with the company. Renew: Activities required to ensure the customer renews their relationship with the company.
Free/Low Cost Fee
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