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As technology solutions providers, you want to make sure your customers are effectively using and adopting your company's products and/or services. When customers are able to achieve their desired business outcomes with a solution, they’re likely to spend more with your company, so it’s in your best interest to make sure customers are realizing a solution’s full potential and achieving their ROI. The best way to ensure this is to provide adoption services that give your customers the training, support, and resources they need in order to realize the full value of a solution.
Adoption services, whether they're free or fee-based, can be offered by support services, professional services, and education services. While they all share the same goal of helping ensure a customer successfully adopts a product, they all have different approaches and delivery models.
If customers have difficulty using a technology product, they can call customer support and speak directly with a support representative, who will walk through a resolution to the caller’s issue. Support services is a one-to-one model; a support agent talks with a single individual, by phone, email and/or chat.
Support services uses a one-to-one model.
While this method provides a great opportunity to offer a customer personalized attention, it isn’t necessarily the most efficient way to drive adoption, as it only services one person at a time.
Professional services organizations help customers with product implementation and installation, walking them through various processes to ensure they successfully get up and running. In this scenario, there's usually an installation team present, consisting of only a few employees from the company, making professional services a one-to-few model.
Professional services is a one-to-few model.
With professional services, you’re able to touch more than one user, but not as many as you could using a one-to-many model.
What makes education services unique when it comes to driving adoption is that it is a one-to-many model. Education services can reach a wider audience, whether it’s instructor-led training in a classroom, virtually or onsite, or on-demand via e-learning. A customer can chose to send any number of users to an instructor-led option and even provide training to an entire enterprise by purchasing an e-learning subscription.
Education services is a one-to-many model.
Additionally, there is further opportunity for cross-sell and upsell, as customers may want advanced training, certification, or remote lab capability. This one-to-many reach makes education services perfectly suited to make the greatest impact in terms of driving adoption. The more people that can be touched, the greater the ability to influence product usage.
For a more detailed look at how education services organizations are in a prime position to ensure effective adoption, be sure to read the “Education Services Adoption Playbook: Nine Plays to Help Drive Adoption.” In this free document, I discuss the concepts, tools, skills, metrics, and processes needed to make sure your customers are successfully moving through the adoption life cycle to achieve their outcomes. Which adoption services does your organization currently offer? I'd love to hear from you in the comments section.
Post Date: January 21, 2016
Maria Manning-Chapman, is vice president of research, Education Services, for TSIA. She has more than 25 years of education experience in the high-technology industry. Maria is well versed in the dynamics of running an education services business and has held leadership positions in operations, virtual learning, business development, curriculum development, delivery, and partner management over the course of her career.
The Technology & Services Industry Association (TSIA) is dedicated to helping technology and services organizations large and small grow and advance in the technology industry. Find out how you can achieve success, too. Call us at (858) 674-5491 or we can call you.