The process of developing a digital adoption strategy can feel overwhelming. With so many tools to manage, process changes to document, and training to distribute it can feel like an uphill battle.
There are tools out there that can help you manage the process but even choosing one of them from the many options can feel overwhelming.
Why is that? Well, knowledge management, user adoption, and change management tools are hotter than ever. This is because organizations are recognizing the need for them to manage the digital adoption process. In fact, according to a study done by Zion Market Research, the industry is estimated to grow to nearly $20 billion by 2022!
But why does it matter? And what tips, tricks, and strategies can you start using today to get you going on your digital adoption journey?
Why does it matter?
Why is it important that you develop a strategy in the first place and what does research tell us about potential impacts of low adoption?
Low adoption impacts data cleanliness. If people don’t use a tool or don’t know how to properly use a tool, the data either isn’t put in or, more often, input incorrectly. Bad data consequently leads to skewed forecasting models, poor financial decisions and the list goes on.
According to the research director at Gartner, Mei Yang Selvage, it causes a number of adverse effects that are often overlooked. “Failing to measure this impact results in reactive responses to data quality issues, missed business growth opportunities, increased risks, and lower ROI,” said Selvage.
Low adoption also directly impacts revenue. According to the Salesforce “State of Sales” annual report, on average Sales reps spend just 34% of their time selling. Why? A majority said they spend the rest of their time inputting data, managing emails/communications, and tracking down the right information.
A part of the time they could be selling is wasted to tracking down information in the very tools that are supposed to help make them more productive!
How else is it impacting your bottom line? An IBM study found that “when teams are appropriately trained, companies save an average of $70,000 annually and receive a 10% increase in productivity.”
So what strategies can you start using right away to help curb the consequences of low adoption?
Strategies you can adopt (see what we did there?)
If you’re starting from scratch, consider starting with the following tips:
1) Start with an audit. It will be impossible to drive adoption without understanding how many tools you have and who has access to them. Map out which teams use which tools so you can segment it down a bit. It will also be a good idea to track down the costs of each one and make sure you check if they are billed monthly or annually. The reason this step is important is understanding if you can cancel a subscription/service/tool if need be. Software usage and waste reports found that on average the cost of unused software is approximately $259 per desktop. This adds up to 37% of waste in the overall cost of licensing the tools!
2) Understand the essential elements. It’s important to understand what needs to go into an adoption strategy and what you’ll need to consider. The 5 essential elements you need to focus on are timing, communication, documentation, training, and reinforcement (more on this below).
3) Consider crafting an enablement strategy. Find out how you can help your team do their jobs and use their tools better with a comprehensive enablement strategy. For more detailed information about crafting an enablement strategy, click HERE.
If you’ve already started your digital adoption journey, first give yourself a pat on the back. It can be a tricky process and you’ve already crossed the starting line! Extra kudos if you already have a plan for an enablement strategy!
Now that you’ve laid the foundation, take a look at the following tips to double down and accelerate your adoption journey:
1) Understand why perceived usefulness is important. A particular tool may be easy to use but it doesn’t matter if your entire team does not think so. Perception is reality when it comes to adoption. People will always be resistant to change so it is important to make sure there is an incentive to use new tools, existing underutilized tools, or adopt new changes being rolled out. If it is clear to your team they will benefit from using the tool, they’ll be more likely to do so. Also, be sure there is clear training and build excitement around it. If everyone starts to get excited, social dynamics and the status quo will help persuade those on the fence.
2) Make it user friendly. How is user-friendly different from perceived usefulness? Great question! Just showing the benefit and building excitement will not be enough. If it’s not intuitive or is too difficult to figure out, the tool will ultimately be abandoned. This means providing the proper training and making resources readily accessible and easy to find. This way when inevitable questions come up, the user can get the resources they need and not abandon their workflow.
3) Expand your plan for the “essential elements.” As mentioned above, there are 5 key components you will need to consider when embarking on your digital adoption journey:
a) Timing – Just like how you can’t boil the ocean, you cannot drive adoption overnight. It is important to level-set your expectations when it comes to timing and developing a realistic timeline. A few things to keep in mind:
- Do NOT start a project at the end of the quarter/end of the fiscal year. You and your whole team are busy enough and a new initiative will likely not be successful when people are already up to their ears in workloads.
- Also, as tempting as it will be, avoid choosing Monday mornings as a kick-off for change. People will be more receptive to it once they are ready for the week and have gotten back into work mode.
b) Communication – Change can often be uncomfortable or even scary for some. Talk to your team first. Discuss what their pain points are and address their concerns about what the change will mean for them. Lead with the benefits before discussing the changes and reassure them that this will be helpful. Next, be sure to send out written communication with important details and dates. If it is a big change, like rolling out an entirely new tool, make sure you send LOTS of notifications and notice.
c) Documentation – This is one that we all agree is of high importance but can often fall down the list of urgency. It is important to remember that documentation, just like we mentioned in timing, does not have to happen overnight. You will want to be sure that training documentation is available upfront and is easy to access. To ensure you and your team are successful, dedicate 10 minutes every day to documentation. Taking it in stride will eliminate documentation burnout. And! Be sure to make it all centralized. Scattered documentation will render efforts unsuccessful.
d) Training – If we haven’t made it clear already, training is a cornerstone of adoption. How can you expect people to adopt changes and use new tools if they are not told how to do so or given expectations? This does not mean one upfront training session! The most important thing to remember about training is that it is not a one time exercise. For training to be successful, it must happen on a continuous basis. Why? Science!
e) Reinforcement – To reiterate what we just said (and to prove the point), you have to make learning and training a continuous journey. Think about this, your working memory only retains 7-10 pieces of information. And to make a long term memory? You have to have R-E-I-N-F-O-R-C-E-M-E-N-T. Learning science has found that the best approach is “bite-sized” digestible chunks of knowledge. Make training an in-app journey that lives where your users work to reinforce it on a continuous basis.
Making the journey simple and spectacular
Now that you have the strategies you need, let’s talk about tools.
Traditionally this has meant lengthy courses filled to the brim with difficult to remember details, walkthroughs that break with every new update, google docs, emails, difficult to locate power points, etc.
None of this has led to overall success. So what’s missing?
This is where in-app learning shines. What is in-app learning?
Learning embedded within applications to deliver training anywhere users are working.
This is a game-changer because users no longer have to stop their workflow or disrupt their processes to find answers.
All of this leads to ease of use, less volume on your support team/ IT department/ SF Admin, and ultimately drives adoption.
Driving home your efforts
It won’t be an overnight journey, but you’re now well on your way to driving adoption in your organization.
Remember to revisit the essential elements if you are feeling lost or stuck at any point. And remember, you’re not alone. If adoption were easy we wouldn’t keep coming back to address new challenges. It’s a continuous journey because organizations and technology are in a constant state of flux. But, implementing the above strategies will put you on the road to adoption success.
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Let’s face it, the majority of us struggle with digital adoption across the board. According to CSO Insights, less than 40% of CRM users have adoption rates above 90%.
It’s one thing to purchase a tool and train your team on that tool, it’s an entirely different story getting them to properly use it. This challenge is felt across the tech stack and only grows with the more tools and processes we add.
So, if you’re in the low adoption boat, welcome to the club.
Now, what can you do about it? How can you drive digital adoption in your organization and get the most ROI on your tech investments to drive organizational change?
It starts with an understanding of what it actually means and how the rise of digital adoption has led to more changes, tools, and training than ever before.
So, what is digital adoption?
Let’s break it down. Simply put, digital adoption refers to getting the most out of your tools, applications, and organizational changes.
It also means getting the most out of the considerable time, money, and training you have invested in each one.
Stop for a minute and think about how many tools you use on a day to day basis in your position.
Email, Slack, Word, PowerPoint, Excel, Salesforce, Outreach, etc. The list stacks up pretty quickly. And according to InsideSales.com, the US spends around $15 billion just on sales acceleration tools alone.
Even if you look at just one tool like Salesforce, it stacks up. Let’s assume that the average Salesforce user has specific customizations, dozens of different processes, and no less than 300 fields they need to understand. That’s a lot of information! AND, according to a survey done by Spekit there are five changes or updates being implemented every week in the average Salesforce org!
In comparison, 20 years ago an employee might have had one tool they needed to be trained on with updates happening every couple of years.
For example, take a look at Siebel Systems (a CRM company) in the 1990s. They released their “Seibel Sales Information” platform in 1994 but version 2.0 did not come out until 1995. That meant once an employee was trained on the initial system, they were good to go for at least a year. That’s a big difference from where the modern worker is at today! It also highlights why developing a digital adoption strategy is necessary but highly complex.
You’re spending more money on tools and changes are occurring faster than ever before, so ensuring your team is both using technology and using it correctly is essential.
How is this affecting my organization?
So, how is poor digital adoption likely affecting your organization? If you’re like most organizations, the impact comes in the form of:
- Decreased productivity
- Wasted time
- Communication gaps
- Dirty data and the list goes on.
Think about just one following scenario:
Your Salesforce Admin makes changes to the lead object that now requires additional information be entered in order to create a new lead. They send out an email to the sales team about the process change with screenshots of the new fields. The sales team skims over the email and makes a mental note of the change.
Sound familiar? In a survey done by Spekit, 42% of SF admins reported that they send change notices by email.
A few days later one of the sales reps goes to create a new lead.
When they click save they get an error message. They feel confused, they did what they always do, so why is there a problem?
After a minute they remember the email from the Salesforce admin that said something about changes. When they go to look for the email, however, they can’t find it. Now they need to connect with a coworker, the admin, or their manager to get the answer they need.
See how the time adds up? Now a simple action in their workflow is slowing them down.
Having a better understanding of what digital adoption is will lead you to understand how scenarios like the one above could be negatively impacting your business.
Why you NEED a digital adoption strategy
The takeaway? Not having a digital adoption strategy is no longer an option. Only 40% of customer relationship management (CRM) software users have adoption rates of 90% or higher. Attempting to forge a path without a strategy will almost certainly lead to bad data, poorly used tools, a lack of communication, and ultimately loss of revenue.
The good news is having an understanding of what digital adoption is and why it is important is a huge first step in creating a digital strategy. You can’t solve a problem if you refuse to admit it exists, right?
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The role of digital and sales enablement is on the rise.
In fact, according to CSO Insights, in 2013 just 20% of organizations had a dedicated sales enablement role. By 2018 that number had grown to 60% and continues to rise.
This is because companies, and people like you, are recognizing that a sales enablement strategy is vital to increase win rates, fully support their sales team (and other teams in their organization), maintain customer loyalty and happiness, and ultimately increase the bottom line.
According to Chorus.AI, “teams who invest heavily in Sales Enablement see 32% higher team sales quota attainment, 24% better individual quota attainment and 23% higher lead conversion rates.”
But, how are the most successful companies actually using an enablement strategy to achieve their goals?
Here are some strategies and best practices we’ve heard and learned through the years while speaking to sales and digital enablement leaders across industries to help you get started.
Start here (even if you’ve already started your enablement strategy)
First, cover your bases with the following essentials. Even if you’ve already kicked off your enablement initiative, it’s a good idea to make sure you have addressed the following:
- Run an audit on your current materials and tools. What do you already have in place? Are you updating collateral or replacing an outdated system? This audit is your foundation for your entire sales enablement strategy. If you don’t know where you stand, how can you plan where you want to go?
- Decide who is owning this process and will be tasked with driving it forward. There should be a point person (or several) seeing that efforts are continual and don’t fade away after the initial hype. According to Highspot, companies that have a dedicated sales enablement role or team are 52% more likely to have a sales team and process that aligns with their customer’s expectations.
- Create a single source of truth. After you have completed your audit, be sure to document everything in a “single source of truth.” This will be important as you set out to plan your enablement strategy. Make sure all invested parties know where to find this documentation and the necessary people have access to add and make edits.
- Define your buyer personas. It sounds like an obvious one, but do you have it clearly defined and written out somewhere that is easy to access? This will make a huge difference for your team as they work on their outreach and sequencing.
- Don’t forget to make battle cards! Again, seems obvious right? But if they’re not clearly defined, updated and easily accessible, odds are they won’t be used. Make sure your team knows exactly where to access them so when they’re on a call they can pop them up right away and handle objections with ease. *Another note* Make sure someone is tasked with keeping the cards up-to-date. You’re changing and scaling constantly so you better believe your competitors are as well. Info about their offerings from 6 months ago might already be obsolete.
- Identify the reason you are undertaking this process and define the goals of your enablement program. Start with your top 5 “must-haves” and set a realistic timeline for these goals. Set benchmarks and be clear on what needs to be accomplished to hit them.
Once you’ve completed the above, here are best practices you should employ going forward to reach both your sales and organizational enablement goals:
1. Make it a habit. Make sure whoever is owning the enablement strategy is taking time every day (yes, EVERY day) to document. This process is not necessarily the most fun, but it is essential. You need to be sure that all documentation is up to date and the sales team is accessing the right info. Similarly, make sure that your team is also being thorough and accurate with their documentation to ensure transparency, easy to find information and clean data.
2. Check-in with your team regularly. This one often gets overlooked. Learning and training shouldn’t end after onboarding. It should be a process you revisit and reinforce on a regular basis. Hold quarterly training sessions (more or less depending on your team’s needs). And don’t forget this is NOT just PowerPoints with the same info every time, you will lose attention quickly. Make it interactive! Ask the team for feedback on what’s working and what they are struggling with. Work together to brainstorm new goals and creative ways to better the selling process.
3. Provide access to training and resources for the tools/applications they use every day. This needs to be a big part of the onboarding and continuous learning process. According to an IBM study, only 21% of new hires intend to stay at companies that do not offer training for their current jobs. After onboarding, you will also have to make sure they know where to find the resources they need when questions inevitably come up down the road. If employees aren’t using your tools (or using them improperly) you’re wasting time and money.
4. We said it before and we will say it again, update all collateral regularly. This one will take some time and likely some help from your marketing team/graphic designer (so ask nicely!). This is the material that is being presented to prospective buyers and is representative of your brand so it is critical that it make a good first impression. Take this one in phases. Ask which pieces need to absolutely be created or updated first and which ones are the “nice to haves.”
These steps are just the beginning but will put you well on your way to a fully digitally enabled organization.
Evaluate and monitor metrics
Full digital and sales enablement is an ongoing process so be sure to track your progress along the way. Find out what’s working and what needs work. Some will be obvious like seeing a higher volume of closed-won deals or a steady flow of quality MQLs and SQLs (marketing-qualified leads and sales-qualified leads). Others might be more difficult to see numerically like overall employee satisfaction, consistent use of branding materials, and digital adoption (but there are ways!).
Keep at it. It will likely take some time and tailoring to meet your unique goals.
An effective and well-executed sales enablement strategy and well-run enablement team will drive success across the organization and materialize in the form of:
- Higher rates of quota attainment
- Higher digital adoption
- Higher win rates
- Increased pipeline
- Happy sales team
- Meeting revenue projections
- Meeting quarterly and annual goals
- And more!
To learn how Spekit helps sales enablement leaders drive productivity across industries, check us out here.
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Let’s talk enablement.
If you’re new to enablement, you won’t be much longer. While a few years ago you’d only hear about the term “sales enablement” in SaaS and tech, today the role is is popping up everywhere, across industries.
In fact, in the past five years, the sales enablement function has experienced a 343% increase in adoption! And worldwide spending on digital transformation is expected to “surpass $2.1 trillion by 2021.”
And, it’s not just sales teams who need enablement. Digital enablement, where employees across the org are empowered with the training and resources they need to be successful with their tools and effective in their roles, has become an absolute necessity.
But, where did it come from and why is it, “SO hot right now”?
Let’s start from the beginning…
Where did digital and sales enablement come from, anyway?
Digital enablement has changed drastically in recent years because technology has changed dramatically.
Think about it…
You’re using WAY more tools today than ever before. And each of these tools has its own unique processes, customizations and regular updates.
You might use Outreach for creating sequences, Seismic to gain sales insights and close deals, prospect new customers in LinkedIn Sales Navigator and likely live in Salesforce. There are dozens more tools your team is responsible for using with the goal of driving productivity to close more deals, faster.
Each of these tools is releasing new features, updates, UI enhancements, etc. regularly. And, you’re likely adding your own customizations (new fields, process updates, etc.) along with these product changes. Essentially, the tools we use and the methods by which we use them are in a constant state of evolution.
That’s a big departure from legacy tools of the past! In the 1980s and 1990s, our software was updated every few years and you only had a few tools to manage. This meant it was safe to say once a user was trained and enabled on a tool, they were good to go for a while.
One too(l) many
The tools you use have a huge impact on the bottom line. This is both because of the cost of technology, but also because they enable your sales team to perform at their absolute peak.
If they’re not being used, being used incorrectly or not utilized to their full capabilities, you’re losing money. It’s killing your team’s (and likely your own) productivity and you’re not seeing a return on your tech investment.
In fact, according to 1E, the cost of wasted spend on software in the US adds up to about $30 billion per year!
This is where the rise of digital enablement comes into play.
We have established that we have more tools and more changes to train on and communicate than ever before. And to maximize your investment in these tools, you need digital enablement to answer questions such as…
- How can we help our team maintain productivity and be effective while using these tools?
- How can we easily communicate changes and train on our ever-changing tech stack in a way that’s not disruptive to our team’s day-to-day?
- How can we maximize adoption in our tech stack to realize ROI?
You may also be thinking, why is digital enablement the solution to these questions? Well, the why begins with science.
It’s just science
The science of learning shows us that, much like technology, the way we learn has evolved. We’re constantly bombarded with new information, leaving little room for retention. In fact, studies show 90% of new information is forgotten in just one week.
Think about it this way; we used to have phone numbers memorized to make a quick phone call without a Rolodex handy.
Now, say a name on your phone and Siri does all the heavy lifting. We could call the same person every day and not have their number memorized because it’s not reinforced, thus never making it into our long-term memory.
If you can’t expect somebody to remember a number they call every day, you can’t expect them to remember that training course or PowerPoint you presented two days ago.
And, this memory retention/tool proficiency gap impacts more than performance. In fact, 86% of millennial’s saying that training impacts their decision to stay in a position.
So, if your team doesn’t understand how to properly use their tools, you’re likely suffering from low productivity, wasted tech spend AND possibly members of your team altogether!
Tech growth = training growth, yeah?
You would think that innovation and expansion of our tech stack go hand-in-hand with new and innovative ways to train employees on this stack, right?
But, our training and enablement strategies still have a lot of catching up to do. We’re still relying on tools like PowerPoint, a tool introduced in 1987 to train on processes or onboard our team. We use WebEx for virtual training, a platform that came on the market in 1995.
Many rely solely on LMS systems, specifically designed for one time, lengthy absorption of knowledge, but that employees quickly forget and information is rarely reinforced.
These tools aren’t designed to keep up with the rapid rate of small changes introduced in technology today and the short-attention spans, low retention of the modern employee. The modern worker needs continuous, bite-sized reinforcement of training and enablement.
In fact, according to a survey done by Spekit and leading sales consultancy JBarrows of sales enablement leaders, 67% of those surveyed said the number one factor that impacts their ability to put their training into practice was lack of reinforcement after the training session.
For digital enablement to keep up, it needs to be flexible, scalable, contextual, reinforced and in real-time. Companies like DocSend, JLL, and Mariner Wealth who are doing this well through a combination of in-app learning software investments and stellar strategy have seen significant boosts in productivity and more self-sufficient reps which all, ultimately leads to more revenue.
More changes on the horizon
Meeting users where they work is the new bread and butter, so to speak. And having a strategy to enable your team is no longer a “nice to have” but essential.
Changes will only keep coming faster and faster as we continue to evolve and maintain this rapid rate of growth. So ask yourself, is your team ready?
Check back for our next blog post that will give you insights into strategies top enablement pros are using to address these enablement challenges head on.
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Installing a digital adoption platform is the next big thing in the 21st-century business landscape. The coronavirus pandemic and the disruption it has unleashed have compelled business owners to recognize its importance. The truth is, all of us must pivot to the digital landscape and master its rules if we are to survive, let alone thrive, in the new normal. But acceptance of this hard truth does not necessarily translate into action.
According to IDG’s Digital Business Research, 89% of the companies surveyed said they are planning to roll out a digital-first strategy for implementation. However, only 44% actually follow through on this commitment.
Probably one of the reasons for this failure is that they did not have the proper adoption tools. Without these, a workforce who is just dipping their collective toe into the online world would feel intimidated. As a result, they would be slow in using those tools, or might even disregard them altogether.
Things to consider in choosing a digital adoption platform
Choosing the right digital adoption platform for your company will banish these fears. It can even make learning the new software you are bringing in fun and exciting . Critical to your choice is a digital adoption framework that will empower your team to fully understand the new solution they are given. It will teach and train them how to master it and maximize its value to the company. Aside from that aspect, there are other important things to consider in selecting a digital adoption platform. Here are the top 5:
A user-friendly digital adoption platform with a seamless integration process will attract your team members into using it frequently.
They will see it as a valuable tool in helping them accomplish their tasks, and not another challenge that they will have to hurdle. They can spend more time on it, especially if it can easily transition into any of the devices they are using, such as a smartphone or a laptop. They can easily navigate their way through their respective tasks using the platform like a very helpful map.
This mixture of apparent simplicity and efficiency is one way how to increase digital adoption in your workforce. The more complex the software, the harder it is to understand, the frustrated the employees tend to feel. If they feel lost in using the software, they can suffer burnout and experience demoralization.
2. Tool training
Most people tend to forget what they have learned a few weeks, or even days, after the training. Reinforcement is necessary to make sure they retain their newfound skills or knowledge. This is where tool training comes in. Do not confuse tool training with the learning courses that were given to your people during day one.
Instead, tool training are resources that have been embedded in the software like a live tutorial that can be accessed at any given time. Unlike learning courses or classes, the employee does not have to turn off the work that they are doing to re-read a particular document. This kind of program might even encourage him to learn even more; according to one survey, 79% of employees prefer to learn while working on the job.
Instead, the digital adoption platform’s tool training is an integral part of the app or software. The user can tap into it any time to ask a question or clarify a process, without having to interrupt his current task. What is practical about the app is that they can apply their learning immediately to the task at hand.
3. Training customization
This is the gold mine that is rarely found in any in-app training. More often than not, training courses and other learning materials are carved in stone or programmed to function in a definite way.
An effective digital adoption platform, however, will adapt to your circumstances. Learning is not a static field: over time, you will be able to spot the most persuasive content or precise tools that can improve your people’s abilities.
A state-of-the-art digital adoption platform can customize your training content to suit your business needs. It can hone in on the specific skills that they need to build on. At the same time, it has various forms and other materials that will prevent you from starting at ground zero. No need for you to start from scratch. You can use these templates to create your own content that will best speak to the needs of your workforce.
4. Remote collaboration
Training and learning in all their forms can be more challenging if the workforce is spread throughout various locations. That is the current state of most offices today who have to resort to a work-from-home arrangement to safeguard their people from the coronavirus.
Imagine each employee who has to learn a new software or solution. When things inevitably bog down or should the employee need help, the IT officer who usually steps in might not be available because he is living a thousand miles away.
In those cases, the employee groping their way through the new software can use the digital adoption platform to get back on track. They can retrace their steps, find out where they went wrong, discover the appropriate solution, and then do course correction.
This kind of ever-present assistance is vital in work-from-home situations where personnel have to be productive, despite not being in the same office. If you are in that situation now, it might be advisable to check the guide to remote work essentials from FinancesOnline.
5. Communications tools that help you generate teams
A cutting-edge digital adoption platform can also help your company build your own teams through its advanced communication tools. There are times that companies find themselves having to create committees or groups for training from ground zero. Communications tools can bunch new students into batches, and then migrate them to teams of “graduates” who are skilled in using the software later on.
During the next few months, these team members can work at the same pace as you customize their training content. You can also design leadership modules that will mentor your promising candidates, customized according to their needs, and with security protocols that no other member can breach. If either members and/or leaders need to have their skills upgraded, the communications tools can send them notifications about the next class or training. They can also classify these messages according to the teams’ geographic locations, levels of skill and knowledge, or any other category you define.
The must-haves in choosing a digital adoption platform
These days, adapting technology is not just a matter of buying or installing the trending or most popular software. Doing it the correct way with the right technology can significantly sharpen your competitive edge. According to McKinsey, an organization that has learned how to leverage on one technology will keep on adding others. For example, after successfully deploying cloud-based services, it can move on to using mobile internet technologies and big data and architecture.
The ideal technology must provide for a learning curve that is swift and untroubled. It must be easy enough for your people to use, and equally agile to adapt to your business challenges. Its method of teaching must not be disruptive, but should be incorporated into the work processes.
The best digital adoption platform is not just a solution that can just adjust to your systems; it actually functions as a partner on your pathway to competitive edge and corporate success.