Step into Ms. Johnson's bustling fifth-grade classroom at Anytown Elementary on a crisp Monday morning. The air is electric with excitement as students eagerly anticipate the chance to earn coveted 'good behavior points' on our platform. But here's the twist: as the day unfolds, Ms. Johnson forgets to log into our platform. She's not alone. In fact, not a single teacher in the entire school has actively used the platform in weeks. The once-thriving ecosystem of encouragement and positive reinforcement has withered, leaving students, parents, and our team perplexed: what went wrong?
In the realm of customer success, engaging users remains an enduring challenge. Limited stakeholder involvement in SaaS platforms post-purchase is an all too familiar hurdle. In our case, institutions like Anytown Elementary become emblematic of this concern. Why aren't teachers embracing the platform, and how can we fix it?
A Collaborative Approach
To tackle this challenge head-on, we embarked on an experiment involving ten schools, each wrestling with unique challenges. These institutions became the epicenter of our mission to rekindle user engagement. We identified a significant roadblock—site leaders, responsible for platform implementation, grappling with a multitude of responsibilities, often relegating our solution to the backseat.
Our approach was simple: initiate contact with all teachers, igniting their enthusiasm through a $25 gift card raffle. Teachers earned raffle tickets for logging into LiveSchool and awarding points. We celebrated each teacher's milestones and reached out to those not yet using our platform. We also provided weekly leaderboard updates and valuable tips to navigate the platform effectively.
Following the initial month, we assessed the impact of our efforts. Did user engagement witness an upswing, and were users deriving value from the platform?
Results exhibited variance across schools, but in two out of ten schools with limited initial user participation, we witnessed substantial growth in user numbers, signaling a positive response to our initiative.
Are you looking for something similar to try with your customer base? Here's what we would suggest:
- Identify the Root Causes: Begin by delving into the reasons behind declining user engagement. Conduct surveys, gather feedback, and engage users in conversations to pinpoint specific issues or challenges.
- Segment Your User Base: Acknowledge that not all users are alike. Segment your user base to identify groups with different needs and levels of engagement. Tailor your strategies to cater to the unique requirements of each segment.
- Incentivize Participation: Explore the use of incentives, such as gift cards or rewards, to motivate users to engage with your platform. Incorporate gamification elements that make using your product an enjoyable and rewarding experience.
- Celebrate Milestones: Take time to acknowledge and celebrate users' achievements and milestones. Recognize their contributions, whether through leaderboards, badges, or personalized messages. Positive reinforcement can have a profound impact.
A Brighter Future Awaits
In the ever-evolving landscape of customer success, every challenge presents an opportunity for growth and adaptation. Armed with the right approach, a brighter future awaits—a future where user engagement thrives, and the rewards are reaped by all.
Laura Litton, the Director of Success at LiveSchool, has a wealth of experience in educational consulting, customer service, project management, and dynamic teaching strategies. Her passion lies in empowering teachers, nurturing positive school cultures, and fostering sustainable solutions. With a track record of building highly effective customer success teams, Laura thrives on creating continuity and joy within educational communities.