Welcome to The New Era of Digital Adoption and DAP 2.0

Enterprise leaders can be heard saying:

“We have every type of digital tool for every different team but no easy way to onboard, increase productivity or deliver actionable analytics for everyone.”

If you’ve worked as a digital leader in a big company over the last 10+ years, you’ve likely witnessed rapid expansion of digital across the organization, where every different team (product, HR, marketing, sales, UX CX, VOC, etc) needed their own data-driven tech stack, as they each had unique business and technical needs.

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As demand for digital experiences multiplied, pretty soon, we had multiple categories of tools for each department spanning web, native mobile apps, and on-premise. Each with their own workflow, UI, and analytics.

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These tools placated every siloed team with a spot solution for their specific function, but they created unnecessary complexity and failed to help teams across the organization with what was truly needed, a tailored user experience for their function and their business and a holistic and shared view of the digital customer experience.

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So how did we get here?

With the rise of SaaS and cloud-based tools, the demand for delivering compelling digital experiences and capturing detailed behavioral data increased, leading to the development of experience analytics (heatmaps and session replays) and journey analytics (tracking the end-to-end customer journey across online and offline sources).

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When the iPhone was introduced, a new category of experiences emerged as did the need to track app usage and retention in separate silos.

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This resulted in a landscape with distinct tools and stacks each focusing on different aspects of the user experience.

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More solution stacks appeared with each sounding similar and yet every team had their own solution and now there were too many tags, and user performance was declining. The data and use cases were overlapping and after investing millions trying to stitch together fragmented solutions across devices and channels, companies realized that experiences were diverging and the data wasn’t actionable.

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The future of digital adoption is convergence

There’s a seismic shift underway. Businesses are demanding consolidation in the digital world.

Here are just a few reasons enterprises are embracing the shift:

• Not wanting to add another separate user experience (the impact on performance)
• Inability to deliver smooth workflows across multiple tools
• Maintaining their own integrations between multiple tools
• Lots of features being unused and data not being acted on
• Too many teams in the dark about what’s available and how to access it
• Budget holders scrutinizing tech expenses vs. adoption/business impact
• Uncertainty about how AI impacts all of this

Bottom line? Companies are tired of wasting time on fragmented tools and data sets, and the unrealized ROI.

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Welcome to the new definition of digital adoption

You don’t have to google “what is digital adoption” to know there are more than a few definitions, almost entirely focused on step by step instruction and learning in the flow.

So how does myMeta define a digital adoption platform? Digital adoption proactively monitors and optimizes digital journeys for every team and for roles within each team.

It empowers businesses with a clear, quantifiable vision for the digital employee and customer experiences allowing for tailoring of the look and feel as well as customization of the workflows both within a platform and across platforms.

The goal of digital adoption is to empower fast and decisive action across teams to enhance digital workflows in HR, operations, product, design, sales and marketing, ultimately boosting customer satisfaction, loyalty, cost savings and revenue.

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How we define it differently

Instead of the heavy focus on step by step guidance, our vision of digital adoption is around empowering clarity, speed, and action. It’s about enabling every team across the org with better business outcomes. And most importantly, it’s about customers.

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Understanding employee and customer needs has never been more important. And yet listening to employees and customers has never been more difficult. Physical interactions have shifted to digital, and it’s no longer one customer interaction at a time, now it’s one product owner to millions.

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In our vision of digital adoption, user experience data is captured and automatically analyzed to help teams instantly visualize and understand the digital experience and quantify its impact on business. And it’s about bringing session-based and user-based analysis together in one place to enable AI assisted solutions for more streamlined and efficient workflows.

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The 6 pillars of digital adoption

High level definitions have little meaning until we understand the actual, specific use cases that drive solution value and customer impact.

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myMeta has identified 6 pillars of digital adoption, with a single prevalent factor across all of them.

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Clarification and streamlining of the user experience is the prevalent objective – meaning the ability to quickly make your team highly productive and keep them engaged for the long term. The six pillars are as follows:

• Intelligent Guidance
• Tailored User Experience
• Cross Platform Workflow
• Workflow Automation
• Generative AI assistance
• Non-intrusive no-code implementation

In addition, myMeta assists with the determination of the impact of interactions on business KPIs

• Monitor the digital user/customer journey, from business KPIs to user/customer friction
• Diagnose what’s happening when things deviate from the desired behaviors and outcomes
• Optimize experiences with data-driven insights on user/customer behaviors

And any team across the org is empowered to leverage any of these use cases. For example:

• IT teams can monitor and diagnose uptime, technical errors and site speed across applications and releases, and then optimize these metrics accordingly. And they can quantify the impact of this friction on business KPIs and identify opportunities for improvement.
• Business and product teams can quantify the impact of application friction on business KPIs and identify opportunities for improvement.
• Marketing teams can monitor applications in their MarTech stack and measure friction on campaigns, landing pages and promotions, and optimize these functions accordingly. And they can quantify the impact of this friction on business KPIs and identify opportunities for improvement.
• HR Teams can identify sources of friction in completing forms or finding the necessary pages online. HR can develop more efficient and productive ways for people to procure equipment, complete travel expenses, and manage benefits.

The convergence of digital adoption goes beyond the need to provide digital listening and visibility at scale it’s about aligning around the employee’s and the customer’s needs across teams. Empowering organizations to focus on the hearts of their customers.

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Conclusion

At myMeta Software, we are reshaping digital adoption. This means that user experiences and customer journeys will never look the same again.

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When we see the future of digital adoption:

• We don’t see web, product, customer journey and experience as separate.
• We don’t see business and tech teams working and storing information in silos.
• We don’t just see the analytics.
• We don’t see complexity and make you ask “how much more training do we need?”

When we see the future of digital adoption:

• We see simplicity.
• We see clarity and fast action.
• We see collaboration.
• We see business results: increased satisfaction, cost savings, and revenue for your company.

And most importantly, when we see the future of digital adoption, we see the customer.

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Welcome to the new era of digital adoption and DAP 2.0.