AMA: Splunk Senior Director of Customer Success/Enablement, Nancy J Luscri on Customer Success and Adoption through Education and Enablement

There can be multiple reasons why a customer doesn’t adopt your product. For very young start-ups, it could be that there is no product-market fit. But assuming product-market fit has been established and there’s a large enough total addressable market (TAM), typically customers don’t adopt the product because they are not getting and seeing the value in the product. And there are numerous reasons why customers may not be getting and seeing the value, such as:A) Customers are inconsistently usin ...Read More

Onboarding plays a paramount role in successful production adoption, especially when the product is not intuitive or simple to learn, which, as we all know, applies to most enterprise software. Proper onboarding can make the difference between a delighted customer who will renew year after year and a customer who churns a few months later from lack of perceived value. The two techniques that are most helpful, especially when used in tandem are:A) Align product adoption with a use case of a busin ...Read More

CX and Marketing can create multiple collaborative initiatives to enhance product adoption, namely jointly tailored marketing campaigns that are aimed at the customer’s adoption journey at key inflection points and well-timed drip messages to communicate new product features in relevant ways. Marketing typically has access to an invaluable customer data set by various dimensions (industry, vertical, geo, ARR, NPS, MQL, campaign results, etc.), and marrying elements of that data set with CX data ...Read More

To properly enable a customer to self-onboard, you must provide different resources that meet the customer wherever they are in their adoption journey. Some examples of this are:A) Technical documentation site/platform that users can filter on by product or feature. This should be similar to a detailed user manual listing everything about your product. B) Self-service knowledge articles, FAQs, chatbots via a support channel. C) Company YouTube or Twitch channel with shorts or longer-form video t ...Read More