Adoption Jobs

This guide walks you through configuring an adoption job in Trig, with detailed explanations of why each configuration choice matters and how to think through decisions for your specific business.

Worked Example: Throughout this guide, we’ll follow TeamFlow, a collaborative project management tool. TeamFlow has noticed that customers who complete onboarding often plateau in the weeks that follow—some develop deep habits and become power users, others log in occasionally and eventually churn at renewal.

Why adoption matters

The adoption gap

Most companies invest heavily in:

Onboarding: Getting customers to their first “aha moment”
Renewal: Saving customers who are about to churn

But they neglect:

Adoption: The 10 months between onboarding and renewal where habits form

This creates an adoption gap—a period where customers are left to their own devices, slowly disengaging while your attention is elsewhere.

The adoption-retention connection

Adoption Pattern	What It Looks Like	Retention Outcome
Deep adoption	Daily usage, multiple features, team-wide engagement	95%+ retention
Moderate adoption	Weekly usage, core features only, single user focus	70-80% retention
Shallow adoption	Monthly or less, minimal feature use, champion only	40-50% retention
Failed adoption	Declining usage, abandoned features, no engagement	Under 20% retention

The difference between deep and shallow adoption is often 11 months of accumulated habits—or lack thereof.

The intervention window

Adoption is the stage where small interventions have outsized impact:

During onboarding, customers expect guidance—it’s built into the experience
At renewal, customers have already formed opinions—you’re fighting inertia
During adoption, customers are still forming habits—a timely nudge can redirect their trajectory

Step 1: Define your adoption stage

How to think about stage boundaries

Entry considerations:

Has the customer completed your defined onboarding milestones?
Have they had enough time to form initial habits? (Usually 14-30 days minimum)
Are they past the “honeymoon period” where everything looks positive?

Duration considerations:

How long does it take for usage patterns to stabilise?
When do you have enough data to distinguish adopters from drifters?
How much time before renewal do you need to intervene if adoption is failing?

Exit considerations:

What does successful adoption look like in measurable terms?
At what point have they “graduated” to a stable, retained customer?

Example configuration

Stage Duration: Day 31 to Day 180

Entry Criteria:
- Onboarding stage = Complete
- At least one onboarding objective achieved
- Customer status = Active
- Not in at-risk retention job

Exit Criteria (Success):
- All 5 adoption objectives achieved
- OR: Adoption health score = "Healthy" for 30+ consecutive days

Exit Criteria (Failure/Escalation):
- Adoption health score = "Critical" for 14+ consecutive days
  → Move to at-risk retention job

Step 2: Define your adoption objectives

Types of adoption objectives

Objective Type	What It Measures	Examples
Depth	How much they use core features	Projects created, tasks completed
Breadth	How many features they’ve adopted	Features used, integrations connected
Frequency	How often they engage	Daily active users, weekly sessions
Team spread	How many people are engaged	Active users as % of seats
Workflow integration	How embedded you are	API usage, automation rules

Example: TeamFlow’s adoption objectives

#	Objective	How We Measure It	Target	Why This Matters
1	Team Activation	`active_users / licensed_seats >= 50%`	Day 45	Team-wide adoption = 3x retention
2	Project Velocity	`>=3 projects with >=10 tasks each`	Day 60	Multi-project = embedded workflow
3	Collaboration Habit	`>=5 comments/mentions per week` (3 weeks)	Day 75	Communication hub = switching costs
4	Feature Expansion	`>=3 advanced features used`	Day 90	Advanced features = deeper value
5	Workflow Integration	`>=1 integration OR automation`	Day 120	Technical integration = hard to leave

Step 3: Define health indicators and warning signs

Healthy adoption indicators

Indicator	What It Means	How We Measure
Consistent weekly usage	Product is part of routine	Active days ≥3 per week, sustained 4 weeks
Usage growing or stable	Engagement isn’t declining	WAU trend flat or positive over 30 days
Team engagement spreading	Multiple people invested	New users activated in last 30 days
Feature exploration	Discovering more value	New feature used in last 30 days
Champion highly active	Key advocate engaged	Primary contact active in last 7 days

Adoption warning signs

Warning Sign	What It Signals	How We Measure
Usage declining	Disengagement beginning	WAU down >25% vs prior 30 days
Single-user dependency	No team adoption	Only 1 active user for 30+ days
Feature regression	Abandoning capabilities	Previously used features unused 30+ days
Champion absence	Key advocate disengaged	Primary contact no login for 14+ days
Stalled objectives	Not progressing	No new objective achieved in 45+ days
Login gap	Extended absence	No team logins for 7+ days

Health score calculation

Health Score:

- Excellent: ≥4 positive indicators, 0 negative indicators
- Good: ≥3 positive indicators, ≤1 negative indicator
- Moderate: ≥2 positive indicators, ≤2 negative indicators
- Poor: Fewer than 2 positive indicators OR 3+ negative indicators
- Critical: ≥4 negative indicators OR login gap >14 days

Step 4: Configure adoption interventions

Intervention design

Different warning signs need different interventions:

Intervention A: Usage Decline

Trigger: WAU declined >25% vs prior 30-day periodAudience Filter:

Tenure >45 days (not still in onboarding turbulence)
Not already in intervention job (30-day cooldown)
Health score ≥ “Moderate” (not yet critical)

Timing: Within 48 hours of trigger detectionGoal: Understand why and re-engage before they drift further

Intervention B: Single-User Rescue

Trigger: Only 1 active user for 30+ consecutive daysAudience Filter:

Licensed seats > 1 (excludes legitimate single-user accounts)
Tenure >60 days (had time to expand)

Timing: Next business day, 10 AM customer timezoneGoal: Help them expand to team members before champion changes jobs

Intervention C: Champion Re-engagement

Trigger: Primary contact no login for 14+ daysAudience Filter:

At least one other user still active
Primary contact identified in CRM

Timing: Within 24 hours of triggerGoal: Reconnect with champion or identify new stakeholder

Intervention D: Stalled Progress

Trigger: No new adoption objective achieved in 45+ daysAudience Filter:

At least 1 objective still incomplete
Tenure >60 days

Timing: Next business dayGoal: Provide guidance, training, or support to unblock them

Intervention E: Login Gap Emergency

Step 5: Write your intervention messages

Message philosophy

Adoption messages are delicate. You’re reaching out to someone who’s disengaging—potentially frustrated, overwhelmed, or simply not finding value.

Feels Needy	Feels Helpful
”We noticed you haven’t logged in lately"	"I wanted to share a quick tip for [their use case]"
"Don’t forget about us!"	"Is there anything blocking you from [objective]?"
"Your team isn’t using all the features"	"Teams like yours often get value from [feature]“

Example messages

Usage Decline
Single-User Rescue
Champion Re-engagement
Stalled Progress

Subject: Quick question about your [Product] setup

Hi {first_name},

I was looking at how your team uses [Product] and noticed
things have slowed down a bit recently. I wanted to check
in—is there something that's not working the way you expected?

Sometimes teams hit a wall with [specific feature based on
their usage], and there are usually quick fixes. If that's
happening, I'd be happy to jump on a 15-minute call to sort
it out.

Or if priorities have just shifted, no worries—I'm here when
you need me.

Sarah
Customer Success

Subject: Getting your team into [Product]

Hi {first_name},

I noticed you're the main person using [Product] on your team
right now. That's totally fine for some workflows, but most
teams find they get a lot more value when everyone's in the
same system—less status update meetings, less "where's that
document?" conversations.

If you'd like help getting your teammates set up, I can send
you a quick guide, or even join a 15-minute call to walk them
through it.

Want me to send that guide over?

Sarah
Customer Success

Subject: Checking in

Hi {first_name},

I haven't seen you in [Product] recently, though I see your
team is still active. Just wanted to make sure everything's
okay and see if there's anything you need from me.

If your role has changed or someone else is now managing
[Product], I'm happy to connect with them instead—just let
me know.

Hope you're doing well.

Sarah
Customer Success

Subject: Getting more from [Product]

Hi {first_name},

I've been looking at how your team uses [Product], and I
think there are a few features you might find valuable that
you haven't explored yet.

Would you be interested in a quick 20-minute walkthrough?
I can show you specifically what would help based on how
your team works—no generic demo, just the stuff that's
relevant to you.

Let me know if you'd like to set that up.

Sarah
Customer Success

Step 6: Configure follow-up logic

Follow-up design principles

Change the angle: Don’t just repeat the same message
Increase value: Offer something new (guide, call, help)
Decrease friction: Make the action even easier
Know when to stop: After 2 to 3 attempts, more emails hurt more than help

Example follow-up sequence (single-user rescue)

Day	Action
Day 0	Initial message sent
Day 10	If still single-user → Send follow-up with training offer
Day 21	If still single-user → Internal alert (high churn risk)

Step 7: Configure internal notifications

Escalation triggers

Trigger	Channel	Action
Any adoption intervention sent	Dashboard log	Visibility
High-value customer ($25K+) triggers	CSM Slack DM	Personal attention
Follow-up triggered (first message didn’t work)	Slack channel	Team awareness
Health score drops to “Critical”	CS Manager alert	Potential escalation

Sample alert

⚠️ Adoption Alert

Customer: Acme Corp ($18,000/year)
Adoption Day: 75
Health Score: Poor → Declining

Warning Signs Detected:
• Usage down 38% vs last month
• Only 3 of 12 seats active
• No new features explored in 45 days

Intervention sent: "Single-User Rescue"
Consider: Training session offer, CSM outreach

📊 View in Trig → [link]

Step 8: Define success metrics

Metrics to track

Metric	What It Measures
Objective completion rate	% completing each adoption objective
Health score distribution	% in each health category
Intervention response rate	% who engage after intervention
Recovery rate	% who improve after intervention
Correlation to renewal	Do adoption metrics predict renewal?

Summary checklist

Adoption stage defined (entry after onboarding, ~6 month duration)

5 to 7 adoption objectives covering depth, breadth, frequency

Health indicators (positive signals) defined

Warning signs (negative signals) defined

Interventions configured for each warning sign

Follow-up sequences designed

Internal escalation paths configured

Next steps

Configure Expansion Jobs

Capture revenue growth from your happiest customers

Configure Renewal Jobs

Proactive renewal management that prevents churn

Getting Started

Core Concepts

Guides

Use Cases

Resources

Adoption Jobs

Why adoption matters

The adoption gap

The adoption-retention connection

The intervention window

Step 1: Define your adoption stage

How to think about stage boundaries

Example configuration

Step 2: Define your adoption objectives

Types of adoption objectives

Example: TeamFlow’s adoption objectives

Step 3: Define health indicators and warning signs

Healthy adoption indicators

Adoption warning signs

Health score calculation

Step 4: Configure adoption interventions

Intervention design

Step 5: Write your intervention messages

Message philosophy

Example messages

Step 6: Configure follow-up logic

Follow-up design principles

Example follow-up sequence (single-user rescue)

Step 7: Configure internal notifications

Escalation triggers

Sample alert

Step 8: Define success metrics

Metrics to track

Summary checklist

Next steps

Configure Expansion Jobs

Configure Renewal Jobs

Getting Started

Core Concepts

Guides

Use Cases

Resources

​Why adoption matters

​The adoption gap

​The adoption-retention connection

​The intervention window

​Step 1: Define your adoption stage

​How to think about stage boundaries

​Example configuration

​Step 2: Define your adoption objectives

​Types of adoption objectives

​Example: TeamFlow’s adoption objectives

​Step 3: Define health indicators and warning signs

​Healthy adoption indicators

​Adoption warning signs

​Health score calculation

​Step 4: Configure adoption interventions

​Intervention design

​Step 5: Write your intervention messages

​Message philosophy

​Example messages

​Step 6: Configure follow-up logic

​Follow-up design principles

​Example follow-up sequence (single-user rescue)

​Step 7: Configure internal notifications

​Escalation triggers

​Sample alert

​Step 8: Define success metrics

​Metrics to track

​Summary checklist

​Next steps

Configure Expansion Jobs

Configure Renewal Jobs

Why adoption matters

The adoption gap

The adoption-retention connection

The intervention window

Step 1: Define your adoption stage

How to think about stage boundaries

Example configuration

Step 2: Define your adoption objectives

Types of adoption objectives

Example: TeamFlow’s adoption objectives

Step 3: Define health indicators and warning signs

Healthy adoption indicators

Adoption warning signs

Health score calculation

Step 4: Configure adoption interventions

Intervention design

Step 5: Write your intervention messages

Message philosophy

Example messages

Step 6: Configure follow-up logic

Follow-up design principles

Example follow-up sequence (single-user rescue)

Step 7: Configure internal notifications

Escalation triggers

Sample alert

Step 8: Define success metrics

Metrics to track

Summary checklist

Next steps