Overview:

• Introduction to the Customer Adoption Framework: stages of onboarding, engage and discover, buy and try, repeat and reward.
• Why customer adoption matters for manufacturers and distributors.
• Benefits of mastering the customer adoption process: increased revenue, higher customer retention, and improved loyalty.

Learning Objectives:

• Understand the basics of customer adoption in the B2B eCommerce context.
• Identify key differences between customer acquisition and adoption.

Overview:

• The critical first step: guiding customers to use digital tools.
• How to streamline the onboarding process: simplification, incentives, and internal evangelism.

Key Lessons:

• Building a frictionless registration process.
• Partnering with sales teams for internal adoption.
• Simplifying access with username and password strategies.
• Case Study: Successful Onboarding for B2B companies.

Practical Exercise:

• Create a step-by-step onboarding plan for new customers.

Overview:

• Helping customers explore your product catalog and digital offerings.
• How search and product content drive engagement.

Key Lessons:

• Optimizing product search and navigation (importance of site search tools).
• Building content programs (not just projects) for long-term success​.
• Driving internal awareness and buy-in for customer engagement tools.

Practical Exercise:

• Implement an action plan for improving search functionalities.
• Review the top 100 searches on your digital platform and identify areas of improvement.

Overview:

• How to move customers from engagement to their first purchase.
• Ensuring a seamless buying experience and building customer confidence in your eCommerce platform.

Key Lessons:

• Best practices for simplifying the buying process: intuitive product search, loyalty programs, and customer incentives​.
• Internal sales support: training sales teams to drive online sales and adoption.
• Ensuring the perfect first order: managing expectations and delivering a flawless fulfillment experience.

Practical Exercise:

• Develop a customer journey map from discovery to first purchase.

Overview:

• Encouraging repeat purchases and building long-term customer loyalty.
• The importance of a “perfect order” beyond the purchase​.

Key Lessons:

• Building loyalty programs that matter for B2B customers.
• Designing reordering tools and custom pricing for returning customers.
• Creating incentives for both the customer and the sales team.

Practical Exercise:

• Design a repeat purchase incentive program for your company.

Overview:

• Integrating customer feedback and continuously optimizing your adoption process.
• Using digital analytics to track customer engagement and optimize performance.

Key Lessons:

• Setting up a feedback loop to continuously improve the adoption journey.
• Monthly tracking of key performance indicators (KPIs): registrations, first orders, repeat orders, AOV, and revenue​.
• Reporting progress to executive teams and aligning with cross-functional teams.

Practical Exercise:

• Develop a reporting structure for your digital adoption metrics.

Overview:

• How vendors and agencies can map their solutions to the Customer Adoption Framework.
• Aligning vendor tools with client needs through the adoption journey.

Key Lessons:

• Messaging strategies for each stage of the customer journey.
• Mapping digital tools and platforms to support customer onboarding, engagement, and loyalty.

Practical Exercise:

• Create a solution mapping document for a client that aligns their digital tools with the Customer Adoption Framework.