It's easy to say that we care about customer adoption, that our priority is to help customers adopt our products. The problem is that customer/product adoption is meaningless. Or at least it's too vague to be useful. It's not like we can run a report on adoption, can we? Megan Macaluso, VP of Strategic Development at ESG joins the show to talk about how we can measure adoption...more precisely. Not only does she lay out specific measurable customer adoption metrics, but she explains that the best way to learn what customers value (and therefore what to measure) is for customer success teams to pay attention to what customers are saying, look for patterns, and turn those patterns into hypotheses that the product teams (or data science team) can test. This is how we turn anecdotal data into objective data.
Too often we get dismissed when we bring up anecdotal stories like, "Customers hate the new green button." Product teams scoff and think to themselves, "You had two whole conversations about the green button? Wow. It must be a real problem." The right way to handle this problem is for the customer success team to say, "We have a hypothesis: This green button is causing customers to not perform that action. Could we test that?" A good product team should respond positively to that. But, advises Macaluso, we have to "pay attention to those indicators."
In short, pay attention. Be a hypothesis machine.
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