The most common errors in user adoption strategy
A common error is to focus on ecommerce features to be implemented and the new values these features should bring, completely ignoring the user adoption strategy factor. The thing is, all these features will not work if people do not migrate online from the comfort of customary offline practices, be it phone calls or emails.
Most B2B ecommerce platform users are employees; for them, the procurement process is not 'fun' like B2C shopping, it is hard work with KPIs, deadlines, approvals, reports, etc. Any changes in familiar business processes are stressful for them, even if these changes are for the better. It is vital not to alienate the end-user for a successful B2B ecommerce platform integration deployment.
Imagine that only 10% of the customers actually adopted the new ecommerce solution that a business has deployed:
- All the new features are producing 90% less ROI.
- A business must support both online and offline commerce at the highest level to avoid losing customers.
- Any new business models apply to 10% of the customer base, which makes them extremely expensive.
Only the top B2B enterprises may try and succeed in coercing customers into using the new e-commerce platform; for most businesses, this strategy will fail. This means a business must consider a natural, non-enforced user adoption as a key factor for digital transformation success and avoid the common pitfalls that lead to a loss of customer loyalty.