How to Increase Customer Adoption and Retention of Cloud Services

Why is it that certain companies consistently grow their revenue and their customer base?

It is because they are quick to understand how to keep the customer engaged and wanting more.

Think of your daily Starbucks or Netflix needs.  (For those of you who are over-caffeinated binge watchers)

Successful service adoption requires service providers to focus on three areas: customer engagement, customer-centric  systems, and continual communication of feature additions benefits.

Digital engagement is a new expectation of the connected consumer. They shop online, chat online and review their products online.  However, very few companies make it easy for the customer to easily transact business or resolve issues. Most customers first buy a product or service that they for what we define as the basic service. This is the core elements which are required for them to conduct business.  However, once they get their bill they may wonder what are they paying for with all of those additional line item fees. More often than not there are a bunch of additional features that the customer is probably unaware that they can use or take advantage of as part of their monthly package.

The Trick to Proper Customer Engagement

Customers are only ready to receive so much information at one time. Therefore, you have to keep your message, simple, consistent and in front of your customer. The trick is to deliver the right information at the right time that the customer can consume it. Customers don’t want to learn about a new feature when they are irate about their bill. Therefore, it is really important to think like a customer.

Define How You To Engage The Customer

 

 

 

One idea on how to increase the customer engagement is having a post-email digital nurturing campaign after initial installation

First, ask the customer how they would like to communicate with their service provider. For example, if a text is the preferred method, use a text message to reach out to the owner after the initial installation. After the initial installation send an animated GIF or something graphically interesting highlighting one of your most asked questions with the answer.  

Secondly,  Schedule an online chat or happy call with the customer. This can be done in less than 2 minutes and provide the customer with an opportunity to give you insight into how they like the service.

In the case that your customer doesn’t want to engage with you, but would be interested in “getting a better deal” provide a loyalty program.

These loyalty programs allow them or their employees to like, share or review your business.  Provide a rewards system for them to engage to get a thank you gift. Have them as part of your beta community to get free swag. This type of loyalty program allows others to share their experience and creates a community of people all using your service. They become your group of advocates because you are rewarding their behavior while having them help qualify the future demand for new features or products.

Lastly,  If they don’t like outbound texts, calls or emails, provide them a user portal to give them.

This leads us into our next important need of Customer Portals, Apps or Customer Centric Infrastructure.

2) Customer Centric Systems

Customers expect a personalized, secure environment to interact and engage with when they have a question.  Apps or portals need to provide self-service capabilities, training, escalation processes and historical reporting.  Many customers transact business or look up their bill on their mobile phone. Therefore, when developing a customer portal it is important that it is built with mobile first in mind.  Also, you need to think about security and ownership. As customers become more migratory you need to make it easy to port numbers over and manage customers. Having your portal have information tags in the system which outlines your processes and reminds the customers of when changes will take place.

For example, if you want to port a number over or end a software application it should be made clear to the customer that they are making changes to their account.  

Too often, customers don’t read the fine print and create customer service issues on the backend of the transaction.

However, new apps and customer portals are using loyalty programs for users to download the latest feature and sending emojis or a public thank you to their customers. These small acts of automated kindness are leading to the adoption of more services and customers trying out more features.

3) Lastly, Meet Your Customer Where They Are or Where They Consume Information

Customers will tell you a lot about themselves if you just listen. Most are on LinkedIn or Facebook or follow TechCrunch or other areas.  Keep your communications about your new features going. Specifically, broadcast success with new features and adoptions of customers that have used your product. Teaching and educating your customers about how they can get the best out of their product is something that many don’t want to try unless someone else has had success with the application.

For example, think of how companies are now using call recording and voice to transcription to reduce their paralegal costs and increase their billable hours within the legal industry. By having voice recordings automatically converted to text, it can help a law firm reduce many of their recording costs.

In Summary, personalizing your communication and teaching your customers how you can be more than a provider with new tools and services.  By giving them the tools to run their business, you can be a partner in yours and their future growth.

 

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