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Multi-User Activation Opportunities

Unlocking expansion through multi-role adoption

Julie Zehntner avatar
Written by Julie Zehntner
Updated over a month ago

Summary

  • This play identifies active customer accounts where only one or two users are engaged, signaling a need for broader team activation. It’s a key retention lever during onboarding.

Why this works

  • Prevents “single-user dependency” early in the customer lifecycle

  • Drives product value realization across the team

  • Reduces churn risk and unlocks expansion through multi-role adoption

Goal

(1) For the reader

Ensure all relevant users within a newly converted account are onboarded—not just the initial buyer.

(2) For the company

Improve retention and unlock future expansion by ensuring team-wide adoption early.


Accoil Signal

(1) Primary signal

  • Account = new paying customer

  • Account status = in onboarding phase

  • Engagement limited to 1–2 users

  • Activation Score = low to moderate

  • Key setup steps incomplete

(2) Additional insights

  • Account tier = Team or Enterprise

  • Only admin role is logging in

  • Trial prior to purchase was more active than current usage


Action steps

    • Use filters for:

      • Active paying customer

      • Mid user activation

      • Only admins using the product

      • Setup incomplete or minimal feature depth

    • Highlight benefits of inviting the team

    • Recommend key workflows by user role (e.g., finance, ops, IT)

    • Offer 1-click invite templates or a shared team checklist

  1. Share Role-Based Resources

    • Send targeted guides or case studies

    • Recommend integrations or automations relevant to teams

    • Schedule a team onboarding session

    • Monitor login spread beyond original user

    • Set alerts for milestone completion by new users

    • Flag non-activation by Day 14 for CS follow-up


Supporting metrics

Metrics

How to measure in Accoil

Team Activation Rate

Percentage of users in the account who become active

Multi-role Adoption

Diversity of roles engaging with the product

Activation Speed

Time taken to achieve full-team activation

Expansion Readiness Signal

Indicators of potential for account growth



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