B2B Customers Product Upgrade Chaos
Why do B2B customers resist to adopt new tech or product upgrade
#productadoption #legacyproducts #upgrade
Yesterday I conducted a session on "Building a Resilient Roadmap" and among other questions, there was a very interesting and relevant question.
This was about the #reluctance from customers in adopting new products/versions especially in B2B legacy products. Despite all the discussions in the social media about the new tech, we know that it takes ages for these to become mainstream. We still have efficient systems running in #FoxPro, #Mainframe, #C++ and many other "archaic" languages.
So lets unpack why users/customer companies do NOT want to adopt new software:
1. Nobody likes change. This means learning a new product, way of working, process etc.
2. Tendency to avoid getting out of comfort zone. This change requires upskilling and there might be unknowns and results may vary.
3. Cost of migration, change management, impact on the efficiency during the transition. Allocation of budget, resources and talent
4. Deep questions around ROI, benefit, stability, data, security, proven technology
5. Concern on the transition process and risks and lack of a pressing need
6. Lack of innovation culture
7. Lack of alignment and prioritization at leadership level.
and much more.....
Despite all this the only thing that can assure success for the customers is to stay innovative, relevant and accept change. So then how does one go about convincing customers to adopt the new products:
1. Co-create the products with your customers to ensure that there is a real need and iterate with customers as you build it. When they drive requirements, highly likely they will adopt and also influence other customers to adopt.
2. Create awareness with your customers as what are the benefits of upgrading, why is "now" the right time to do it, what do they "lose" if they do not upgrade and how will this upgrade make their lives better or easy.
3. Build an upgrade plan on a staggered phase so that customers can see a ROI of their investments and that build their trust. Incentivize them for leading it.
4. Provide a "safe" migration passage for their data, processes, configurations and as much "custom" handholding causing minimum disruption. Make it frictionless.
5. Be mindful to not "SELL" but show them the benefit of the technology upgrade and hence do a value based messaging
6. Showcase them how ecosystem plays here like - compliance, competition, Security etc
7. Have Sunset plans and constantly remind and make them aware as what they tend to lose by not upgrading. Have a clear communication plan. This leads to forced or encouraging course towards upgrade.
8. Leverage customer user groups or advisory councils with testimonials and that builds social proof as well as peer pressure.
These are some of the things that have worked for me. What has worked for you.