Elliott Tucker, B2B e-commerce lead, HP shares his views on how to be intentional in defining and measuring success with the use of digital adoption tools and relate that to business outcomes.
“One thing around digital adoption that I’ve come to find is that with all the management of change, new tools, and information that we’re 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”, Tucker mentions.
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.
To better serve their customers, and maintain the ability to grow and adapt to future needs, HP embarked on a multi-year project.
There was a need for high levels of collaboration to ensure that systems and processes were connected and managed to enable the new platform. And once the platform was up, the need shifted to enabling all parties to use the platform successfully. Now in order to aid the stakeholders (customers, partners, and employees), a workstream dedicated to managing the change was put into place. This was done by leveraging a digital adoption tool to ease the transition.
There were different workstreams dedicated to making it easier for a customer to use a new storefront or for employees to make updates for customers, and a digital adoption platform was used to better aid them and ease the transition.
But even after using the digital adoption platform for one and a half years, the HP team wasn’t able to measure their return on investment. The problem here was the lack of success metrics. In order to measure the value, metrics needed to be defined and tracked.
The goal was to define and implement a plan that measured the level of success, the return on investment of the digital adoption, and engagement from their customers and employees. And with this, measure the effectiveness of the tool against the pre-defined metrics and report it out.
“We have been using a digital adoption platform to deliver self-help for employees and customers, to help them navigate the new storefront, make changes in their profile, request a quote, etc. Through this, we collected the analytics and reviewed them but since we did not define success, we never knew what to look for in these numbers or what an acceptable level was. Hence, we came up with a set of separate use cases outside of what we were currently doing with the digital adoption tool”, Tucker added.
New use cases targeted towards success metrics:
The idea for these use cases started with the development of funnels for digital adoption to understand success, measure ROI, and correlate that to business outcomes.
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.
Now as the funnel is developed, the ‘what is to be measured’ part is taken care of. It’s time to get more tactical and look at the ‘data’ part, that is:
And ultimately, it’s about delivering the insights from this data, that is:
“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.
When it comes to the management of change and the use of digital adoption tools, it’s very important to be intentional, that is:
If you don’t define and monitor success metrics for digital adoption, the desired outcomes of your technology implementation are likely to suffer. The intention behind the implementation of digital adoption tools is important to get to the ROI.
So these were some takeaways on what you can achieve by defining success and being intentional in the use of digital adoption tools, and how that drives success for users, uncovers value, and helps understand the return on investment.
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