デジタルアダプションとは

デジタルアダプションとは

Digital adoption is the process by which users learn to leverage new technology (software products, apps, websites, etc.) to its fullest potential and derive maximum value from a digital process or solution.

デジタルアダプションは人間中心のプロセスで、テクノロジーそのものだけでなく、テクノロジーを使用する人々にも重点を置いています。 生産性を高め、ユーザー体験を向上させ、ソフトウェアの最適化を図ることを目的としています。適切なデジタルアダプション戦略は、これら3つの柱の交点に位置し、効率的で成熟したデジタルワークプレイスを実現させます。

デジタルアダプションが重要なのはなぜですか？

In today’s rapidly evolving digital landscape, embracing new technologies and processes is no longer optional. It’s essential for business survival and growth. Consider the consequences to organizations without digital adoption.

• デジタルディスラプションはあらゆる業界で続いており、企業は、効率性の向上、顧客体験の強化、競争力の獲得を可能にするデジタルアダプション戦略を導入している競合他社に遅れをとるリスクがあります。 
• デジタルの成熟度が低い企業は、デジタル先進企業と比較して生産性に大きな格差があり、収益や機会の損失につながっています。 
• 新しいテクノロジーを効果的に活用するためのスキルやサポートがなければ、従業員は不満を感じてやる気を失い、離職率の上昇につながります。 
• また、デジタルテクノロジーは常に進化しているため、デジタルアダプションの実施に苦戦している企業は、これらの進歩をイノベーション、プロダクト開発、顧客サービスの向上に活用する機会を逃しています。

According to a 2021 report from Harvard Business Review Analytic Services sponsored by Pendo, 89% of executives say that driving the adoption of employee-facing software is a priority, but only 30% say their organization is highly effective at doing it. The other 70% risk: 

• Increased operational costs due to inefficient workflows and manual processes
• Loss of market share to competitors who actively leverage technology to boost sales
• Employee disengagement and attrition due to outdated tools and lack of training 
• Reduced agility and innovation, without which they cannot adapt to a fast-changing landscape.

これらのリスクを軽減し、持続可能な成長と成功への道を切り開くためには、企業は調達したデジタルツールを、従業員ユーザーにも顧客ユーザーにも確実に定着させなくてはなりません。 

主なカテゴリー

ほとんどのデジタルアダプションの取り組みは、次の2つのカテゴリーに分類されます。

顧客向けのデジタルアダプション 

顧客向けのデジタルアダプションは、顧客向けのプロダクトやアプリケーションへのユーザーエンゲージメントの促進に重点を置いています。そして、ユーザー満足度やプロダクト使用率、最終的には顧客リテンションを向上させることを目標にしています。たとえば、新しいモバイルアプリやソフトウェア機能をリリースする場合、顧客向け戦略により、ユーザーはアプリを簡単に操作したり、最新の機能を見つけて使用する方法を理解したりして、それらを活用できるようになります。 

従業員向けのデジタルアダプション

Employee-facing digital adoption focuses on ensuring employees understand and effectively use internal software and tools to improve workflows, boost productivity, and achieve business goals faster and with less friction. For example, when deploying a new ERP system, an employee-facing strategy should make onboarding employees to the new platform as painless as possible.

デジタルアダプションにはどのようなメリットがありますか？

デジタルアダプションの最も明白なメリットの1つは、企業が構築または購入したテクノロジーのROIが向上することです。しかし、デジタルツールの定着化が成功すれば、さらにビジネス全体にプラスの影響をもたらします。 

Digital adoption is also about empowering your workforce to leverage these tools effectively, transforming how your business operates and interacts with customers. When users (whether customers, employees, or both) maximize the value of their technology, they are happier, more productive, and more likely to remain users. Here are some of the most common benefits of:

• Improved workflows and internal efficiency — Imagine using a new project management tool to streamline team communication and collaboration, allowing for real-time updates, task delegation, and centralized file storage. This tool can eliminate lengthy email chains, scattered documents, misunderstandings, and errors, leading to faster completion of projects.
• Increased productivity — Adopting digital tools can automate repetitive tasks, freeing valuable employee time for more strategic work. For example, automated marketing campaigns or data entry tools can significantly reduce the time spent on mundane activities, allowing employees to focus on tasks that require creativity and critical thinking.
• Less user frustration with technology — Struggling users can quickly become overwhelmed and abandon new systems, hindering adoption and ROI. Digital adoption strategies like clear guides and in-app support minimize frustration and encourage continued engagement.
• Higher customer and employee satisfaction — Customers who can easily use a product or service are more likely to be satisfied and loyal. And empowered employees who can use a technology effectively experience greater job satisfaction and contribute more to the company.
• Reduced costs — Extensive training, errors, and rework can significantly increase operational costs. Digital adoption helps companies maximize their technology investments by minimizing training needs, streamlining processes, and reducing errors.
• Data-driven decision-making — Digital tools generate vast amounts of data on customer behavior, operational performance, and market trends. By leveraging analytics platforms, businesses can gain valuable insights to inform strategic decision-making and identify areas for improvement.

デジタルアダプションとデジタルトランスフォーメーションの違いは？

「デジタルアダプション」と「デジタルトランスフォーメーション（DX）」は同じ意味で使用されることが多いですが、両者の間には決定的な違いがあります。 

• Digital adoption refers to successfully integrating and utilizing new digital technologies within an organization. It ensures users (customers or employees) embrace and effectively use the latest tools and processes.
• Digital transformation is a much broader concept that encompasses the complete overhaul of an organization’s operations, culture, and business model to leverage the power of software and other digital technologies. It involves not just adopting new tools but also reimagining and optimizing how work gets done.

	デジタルトランスフォーメーション	デジタル利用・定着化
What it is	The organizational strategy to redesign business processes using technology	The user-level execution of that strategy — getting people to actually use the tools
Who drives it	C-suite and executive leadership	IT, customer success, and L&D teams
What it measures	Strategic milestones, market position, business model change	Feature adoption rates, time-to-value, DAU/MAU, support ticket volume
What it looks like when it fails	Failed digital initiatives, cost overruns, abandoned tools	Low feature usage, high churn, expensive retraining cycles
Timeframe	Multi-year strategic programs	Weeks to months per initiative

デジタルトランスフォーメーション（DX）において、デジタルアダプションはどのような役割を担っているでしょうか？

• In a company where employees successfully adopt workplace software, digital transformation efforts are much likelier to succeed. Successful digital transformation, among other elements, means employees become confident and empowered to use the digital tools to help them thrive in the workplace. It’s also a process in which employees become a part of the change itself, providing business technology and ops managers with critical feedback and demonstrating new and better ways of working that can inform how they plan digital change for the better going forward.

Digital adoption examples

SaaS product onboarding

A B2B SaaS company uses in-app walkthroughs to guide new users through core features during their first session. Contextual tooltips appear as users navigate, replacing one-time email sequences. The result: users reach their first "aha moment" faster, and activation rates improve without any additional headcount.