AMA: Yext VP, Client Solutions Management, North America, Jessica Broderick on Product Adoption

Client onboarding plays a critical role in driving product adoption because it lays the foundation for their understanding of the technology and how to use it. The quicker they adopt the product, the sooner they will start seeing value. The following techniques are key to a successful onboarding: Partnership Kickoff. Set up time with the client to understand who will be using the product and how they plan to measure success. Product Training. Get the client familiar with the product early on. Se ...Read More

The best type of content for a customer is dependent on their technical abilities, learning style, and end goal. Because of this, it is important to provide the right content for the right person at the right time. Here are some examples of the top content assets based on role: Technical Users. If you have a client who is very technical with hands on keyboard, you want to provide them with technical specifications for how the product works and/or API documentation so they can be self-sufficient ...Read More

The CSM is an internal and external advocate for the customers they support. Because of this, it is important for them to collaborate with internal teams to ensure clients have everything they need to be successful and adopt the product. As an example, customers will often make feature requests for an enhancement to the product that helps them improve a specific use case. By working with product development teams, CSMs can drive innovation to the product roadmap that directly aligns to how their ...Read More

The most successful way to gain momentum and create a sense of urgency for product adoption is to tie it to an immediate business need or strategic initiative for the client. Here are a couple of tactics I find helpful: Repurpose a weekly or monthly touchpoint with the client and use it to discuss their initiatives Identify a specific high impact pain point they're having and align your product as the solution Provide examples of how other clients have successfully used the product Expand to oth ...Read More

The biggest red flag for a customer not adopting the product is low user engagement in the platform. If no one is logging in to the product on a regular cadence it can mean that they don't see it as business critical. The best way to gameplan for this is to identify power users during the onboarding process and enable them early on. In the event that you still lack engagement, find other people or teams within the clients organization that could benefit from the product. More users = higher adop ...Read More