Digital Adoption

What is Digital Adoption?

Digital adoption is, in the simplest terms, achieving a state in which your employees and/or your customers are using a provided software, tool, or any other digital asset properly and to its full potential.

With the invention of mass electronics production and computers making their way into our homes in 1980s, the adoption of such products among people has become a problem. Not everyone was potent in “computing”, so extra effort was needed to train such users.

In 2000s, with companies transforming to digital databases and platforms to make work happen, in a way that would be much more efficient, integrated, easier, and safe. 

However, with every advantage came disadvantages.

Some of companies’ employees and customers could adopt the digital transformation much better than the others, however, there still was a potion of customers who had a hard time understanding, implementing, adopting products. Though the concept of digital adoption was born.

Those who operate in digital adoption aim to both improve the customers’ understanding of products by offering them educational resources, and make the necessary changes regarding the product to make it easier to use. 

Although digital adoption as a general term refers to both the satisfaction of customer and employee, there are some differences between the two users, especially when theory turns into practice.

While employee’s digital adoption includes training on the digital tools and the monitoring of the effectiveness of the tools being used fully; the customers’ adoption revolves around in-app tutorials and ads. Thus, the way to achieving digital adoption is through these two different users.

Why is Digital Adoption important?

The reason why such adoption is crucial is because of the positive effects it may have on the general workflow, work atmosphere, and quite possibly the whole business.

If digital adoption is achieved, there will be:

  • Improved customer satisfaction: your customers will be much more satisfied with what you offer, as they will be more able to use your platform
  • Increased employee performance: employees who don’t have a hard time adopting digital products will be more efficient
  • Better integrated work: as the whole team is on a digital platform, there will be better communication and collaboration
  • Optimized and automated workflow: if the majority of the user base is well onboard to the digital platform, the workflows will be more scalable.
  • Reduced expenses: with all the improvements and the removing of unnecessary product education due to digital adoption, there will be a reduction in expenses.

It is a great opportunity to be able to achieve all these positive effects with one step, however, since these effects are very drastic, so are the negative effects if the digital adoption is not applied or applied poorly.

If digital adoption is not achieved, there will be:

  • Decreased productivity and performance: employees and users who can’t adopt the product will be less potent In using it, resulting in a drop in performance metrics
  • Lowered employee morale and satisfaction: as the workplace will not be fully integrated, the collaboration and cooperation among employees will drop resulting in employee performance losses
  • Customer frustration leading to customer churn: users who can’t grasp your product has no reason to stay, so they churn.

How can I improve Digital Adoption?

In order to fully establish a well digital adoption among your business, whether it is for customers or employees, a company needs to offer the necessary resources for educating users and getting them on board.

They can use user manuals, to initially educate users and help them when in need.

They can use walkthrough videos, to show users how everything works and the simplicity of processes in-person.

Also, and most usually, they can use interactive onboarding material, which is widely confirmed as the best way to educate new users.

In addition, if you are serious about improving your digital adoption, a company needs to understand its audience and address the existing and potential digital adoption issues.

Selman Gokce

Selman Gokce is the Senior Inbound Marketer of UserGuiding. He is highly invested in user onboarding and digital adoption, especially for SaaS, and he writes on these topics for the UserGuiding blog. When he's not writing, you can find him either listening to LOTR soundtracks while cooking or getting angry because he lost in a video game.