Escape the Neverland of the technology adoption life cycle with referral software
There are many stories and movies that document and romanticize the idea of never growing up (Peter Pan and Pippi Longstocking). And it’s not hard to see why. Childhood and adolescences is a time full of opportunity, innovation, and creativity without the responsibility or social expectation of having everything figured out. This is very similar to the technology adoption life cycle during the innovators and early adopters stages, from Geoffrey A. Moore’s book, Crossing the Chasm. The type of creative and experimental license and development that takes place during these stages of the technology adoption life cycle is only accepted at this time because of the psychological characteristics that categorize innovators and early adopters.
- Innovators – Innovators are forgiving. They know your technology will have its challenges and maybe some issues but they embrace it because they want to be cutting edge.
- Early adopters – Early adopters can see the potential of your technology before it has presented proven or widespread results. However, their belief in your product includes the expectation that everything is working properly.
Both innovators and early adopters are characterized by their lack of focus on a technology’s proven results as opposed to its ability to have great future results and put them ahead of the curve.
But while those adopters are necessary to amass in the early evolution of your technology’s development, no business wants their growth to halt at the early adopters stage of technology adoption. After all, even Wendy from J.M. Barrie’s classic, Peter Pan, is ready to grow up and leave Neverland eventually. Just as every startup will inevitably attempt to get their technology adoption to grow and cross the chasm to reach the early majority. Unfortunately, unlike Peter Pan, fairy dust and happy thoughts will not fly you over the chasm like it flew the Darlings home (although it would be great if it did).
When trying to cross the chasm to grow your customer acquisition you have to understand the psychological characteristics that are inherent in the early majority to know the cause of the chasm between the early adopters and the early majority. These characteristics include:
- A desire for proven results
- The craving for referrals and reviews from trusted sources
- Evidence of program support
By understanding the characteristics that cause the chasm you can then start to figure out how to construct a bridge between your early adopter and the early majority. Otherwise, like many other startups or new technologies, you might get stuck in the Neverland of technology adoption with little chance for growth.
So what will help you construct that bridge?
The early majority aren’t looking for your assurances on how reliable and cutting edge you are, they need to hear that from sources outside your business that have experienced the benefits and challenges of your technology. This means that your business isn’t the one who can physically layout the bricks to build the bridge, your customers and partners are.
But as you know, to be disruptive you need to have control, automation, and the ability to scale in all your processes and initiatives, including advocacy. Automated referral programs provide those features.
How to give Advocates the materials and motivation to build your bridge
While you may not be able to directly bridge the gap between early adopters and the early majority, you do have the opportunity to increase the referral reach and activity of your current customers and partners by giving them the tools that optimize the process. And lucky for you, innovators and the early adopters are inherently enthusiastic and optimistic about your technology which makes them prime candidates to refer.
Automated referral software turns that simple enthusiasm into action by providing you with the opportunity to incentivize and empower referrals through a consistently branded channel of communication that motivates your innovators and early adopters to make a warm introduction to your potential early majority adopters. Through this channel, Advocates can extend the trust and respect of their previously established relationships to encompass your brand and create a bridge of communication over the chasm to the early majority for high valued interactions.
In fact, the automated referral software bridge is so effective at crossing the chasm that studies have proven that referral leads convert 4x more than marketing leads, (emarketer).
So if you’re in the process of staring down into the chasm that separates your current customer and the next stage of your technology adoption, ask yourself this question.
Do I have the right tools to bridge the chasm?
If you don’t know the answer to that a referral program might be the exactly what you’re looking for. After all, no one wants to be stuck in technology adoption Neverland forever. Calculate how automated referral software can bridge the gap and improve your ROI now!