Reinventing adoption & use framework

A global agribusiness leader with a farm solution already in customers’ hands saw utilization lower than expected in one of its key markets. The company wanted to test new ways of driving utilization that went beyond adding more training or more people in the field, and it wanted to do it as a controlled experiment: learn what actually moves a customer from delivery to sustained use, improve results in that market, and take the learnings to the rest of the region.

Magoya began discovery in the field: talking with customers, operators, channel partners, specialists and leadership in the chosen territory. The main output of this process was the creation of the post-sale usage journey mapped step by step, with deeper detail than the company’s existing materials, and a clear segmentation of customers by technology maturity.

On that basis Magoya designed a holistic strategy to approach this problem and now runs a one-year pilot built as an experiment. The pilot combines every layer adoption and sustained utilization needs, into one operation:

• People in the field. Field Specialists assigned to the existing channel partners, working the journey with each customer at the moments that matter in the season.
• Digital and customer support. A support team on phone and messaging that is proactive, not just inbound: contact before key season moments, virtual visits, follow-up after every field interaction, and answers when the problem happens, not when the office opens.
• On-demand digital engagement with AI on top. Agents that assist the field and support teams, simplify the registration of every touchpoint and feed a shared knowledge base, so everyone who talks to a customer knows the same about them, and the customer feels no difference in who answers.
• Content by role. Localized materials each type of user contacted throughout the journey of one customer. Content with the message, format and cadence each one actually uses.
• A supporting tool that connects and measures progress. A light platform on top of the company’s existing systems, integrating their data to record the complete customer journey, every touchpoint, drop-off and cause, and to track results against the control group.

The first months set the baseline per customer before committing numbers. The company’s own implementation leads were embedded in the Magoya’s team so the method stays in the organization.