Elliott Tucker, B2B e-commerce lead at HP, offers his thoughts on how to leverage digital adoption tools to intentionally define and measure success and link it to business results.
As Tucker points out, “One thing about digital adoption that I’ve come to find is that with all the management of change, new tools, and information that we are able to provide our customers and employees through the digital adoption tools, we usually fail to define and measure success, find ROI, and correlate business outcomes to the definition of success while using these digital adoption tools.
Elaborating on his statement, Elliott Tucker shares a case study on a transformational project at HP, where new customers were migrated from the aging platform to a new platform that can deliver a better customer experience.
HP started a multi-year endeavor to better serve its customers and preserve their capacity to develop and meet changing needs.
High levels of cooperation were required to make sure that systems and processes were linked and controlled to make the new platform possible. After the platform was set up, the focus switched to making it possible for all parties to utilize the platform effectively. Now, a workstream devoted to controlling the risk has been created in order to help the stakeholders (customers, partners, and staff).
The problem statement: A digital adoption platform was employed to better assist them and simplify the transition. Different workstreams were devoted to making it easier for a customer to use a new storefront or for workers to make updates for customers.
The HP team was unable to calculate their return on investment despite using the digital adoption platform for one and a half years. The absence of success measurements, in this case, was an issue. Metrics had to be established and tracked in order to gauge the value.
The objective was to create and put into action a plan that would track progress, the ROI of adopting digital technology, and customer and employee engagement. Afterward, compare the tool’s effectiveness to the pre-established measures and report the results.
“We have been delivering self-help for staff and customers utilizing a digital adoption platform, assisting them in navigating the new storefront, making changes to their profiles, requesting quotes, etc. Through this, we gathered the data and examined them, but since we did not establish what success looked like, we were unable to determine what to look for in the numbers or what level was appropriate. As a result, we developed a number of unique use cases distinct from what we were already doing with the digital adoption tool, Tucker continued.
The concept for these use cases originated with the creation of adoption funnels for digital technologies in order to gauge success, calculate ROI, and link those figures to financial results.
Prior to the idea of developing funnels, here’s how the team defined the success metrics:
Now, these levels or definitions of success were to be related to the business outcomes:
And the resulting funnel basically had 3 different aspects to look at:
Although this funnel can be further elaborated, it gives the basic idea of how to develop a funnel while being intentional with the digital adoption tools.
Even though this funnel can be further developed, it provides the fundamental framework for creating one while being deliberate with the digital adoption tools.
Finally, it’s about sharing the conclusions drawn from this data, namely
“And so by piecing and stitching together these different data sources, we were able to have a more complete picture. And to be doing this, it all starts from being intentional in the digital adoption workstream, at the management of change workstream or, using data to build that workstream and make sure that people understand that this is important”, said Elliott.
It’s crucial to be deliberate while using technologies for digital adoption and managing change, which entails:
The intended consequences of your technology installation are likely to suffer if success indicators for digital adoption are not defined and tracked. To maximize the return on investment, it’s crucial to understand the goals underlying the use of digital adoption tools.
These are some key points to remember while using digital adoption tools. They include how to define success, use them purposefully, and drive user success while uncovering value and calculating return on investment.
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