Have you ever created an amazing solution but after the dust has settled, it didn’t yield the results you had hoped? It can be a frustrating reality for projects. Ironically, the problem may not be with the functionality, but instead be a challenge of adoption. After all, even the best architected solutions on Salesforce do not yield value if no one is utilising them!
But what exactly does user adoption mean? What are the costs of poor adoption, its drivers and warning signs? And perhaps most importantly, what approaches can be taken to avoid the proverbial iceberg? I recently spoke with Izabela Buciak on this very topic. This post summarises some of the outcomes and we hope it will help you unlock the true value of your builds and maximise your team’s Salesforce experience.
What is User Adoption?
“The process of ensuring that end users (employees or customers) are successful in using digital products, applications, or services… in Enterprise IT, [it is] often related to the transition from one system to another”
Let’s start by defining user adoption. It is the process of guiding users to embrace a new solution. This is not just change management; it includes ensuring the solution’s use is sustained and drives long-term business value (e.g. boosting productivity, delivering measurable value etc).
There are two key aspects we wish to highlight:
- User adoption is a systematic, tailored process. It is an essential part of any solution and must be adapted to suit the need; not one-size fits all.
- Your users are your customers. Your solution must address your customer’s needs. For example, imagine if the next generation of smartphones came with a ‘bread toasting camera’. Whether it is technically possible or not, would you use it? Adoption will always be poor until we understand what user’s truly value.
The costs of poor adoption (and the untapped potential)
There are many direct and indirect costs of poor adoption. Here are some examples:
- Whatfix surveyed 500 businesses in 2019. 54% reported CRM adoption levels were less than 90%. 35% of sales reps felt they needed more training. However, >50% felt sales productivity gains of 11-30% were possible with better adoption.
- Userlane in 2022 surveyed 250 senior decision makers in medium/large UK businesses and 1000 employees in similar organisations. >33% of employees reported losing an hour a week to software related issues, 44% delayed tasks due to frustration, 55% would contact their IT teams for support and 8% would even consider leaving their job!
The negative items can easily lead to additional indirect costs, such as reputational harm and even security risks (e.g. if people by-pass intended processes). As such, it is easy to focus on the costs. However, it can be better to view adoption as an opportunity. After all, effective user adoption and engagement can be tremendously beneficial.
The Drivers and Warning Signs of Poor Adoption
“Many companies do not achieve a high adoption rate because of a lack of planning, not building their system to meet the needs of the user base, poor engagement planning, or a lack of trust or buy-in from frontline management and executives”
User adoption can make or break an implementation. The cost of not recognising the causes of poor adoption and their warning signs can be very high. However, identifying these early and proactively preventing or addressing them can set the foundation for success. The diagram below shows some of the common drivers and warning signs to watch out for.
Effective user adoption is not a one-off task. It is a team sport and an on-going journey. To reap the rewards requires ongoing monitoring, adaptation, refinement and communication. Let’s now explore how this can be achieved.
Avoiding the iceberg: Navigating User Adoption for Long-Term Success
"If you fail to plan, you plan to fail"
To avoid the proverbial iceberg, you must plan your course. This is best done by starting early, and actively listening to the views of your stakeholders. The software development lifecycle (SLDS) provides many opportunities to do this, but only if you adopt a user adoption approach. For example, frequent communication is key, but this must also be open and realistic. There must also be opportunity to reflect and adjust course where needed.
It is important to note that user adoption must be baked into each stage of the SDLC. If a stage is missed, it will have knock-on impacts elsewhere (e.g. not engaging your champions actively during the design phase may result in missed requirements). Collective ownership and responsibility are a must. However, when defining your approach, ensure you tailor it to the needs of your business and initiative.
Summary: Realising the opportunity of a User Adoption Approach
This article has attempted to show both the perils and opportunities associated with user adoption. Effective user engagement and adoption does not happen by chance. It is a process which must be nurtured.
In this post, we have explored how user adoption can be integrated into each stage of the software development lifecycle (SDLC). By tailoring the approach to your specific needs, you can ensure open and transparent communication and active participation from your stakeholders. In doing so, you will not only increase the likelihood of your initiative succeeding, but also building a more inclusive, supportive and engaged team.
Thank you
SFDC Penguin would like to say a big thank you to Izabela Buciak for her contributions and insights on this post! We hope you found them useful!
Would you like to contribute to SFDC Penguin? Get in touch!
Bonus Penguin Fact 🐧
Earlier this year, Worcester (England) had the ‘Waddle of Worcester’. This was a 5-mile trail through Worcester, adorned with 40 large and small penguin statues! The event was a success and on the 24th of October, the penguins were auctioned to find their forever homes, raising £368,800 for St Richard’s Hospice.
Check out the penguin statues here!
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