Читать книгу The Customer Education Playbook - Daniel Quick - Страница 25

Product adoption challenges can come in many forms. Perhaps your business is releasing new features and customers aren't using them. Or maybe you have an onboarding issue, where customers who are new to your product are feeling overwhelmed or they aren't getting value during those critical first 90 days. It could even be that customers aren't adopting your product at all.

If product adoption is an organizational focus in your business, then your customer education program needs to ask, “How can customer education help to drive product adoption and fix the problem we're facing right now?” For example, if customers aren't adopting the product in the first place, you might want to create a prescriptive learning path for new customers that walks them through getting started. If the issue is that customers aren't trying out new features, you could launch content targeted specifically around those features. At Thought Industries, we create Feature Spotlight videos that focus on a single feature and the value it can provide to the user. As a direct result, I've seen huge growth in the adoption of empty state features, which previously had zero uptake before the content was created and released.

Of course, in some situations, adoption will be mandatory, such as a retail franchise that is onboarding a new point-of-sale product, such as a cash register. In this example, a product adoption challenge could be that users are making mistakes when they are first onboarded onto the solution – they're just not adopting it in the right way. A similar solution in this case would be to create a walkthrough or a tutorial for the first interaction for each new employee handling the machine to reduce or eliminate error.