Quick Summary: Summer is the perfect time to increase product adoption with low-lift, high-impact campaigns that engage customers around underused features. From in-app refreshes and gamified challenges to targeted training and incentive-driven outreach, these strategies help CS teams drive meaningful usage and long-term value.
Summer has a way of slowing things down. With longer days, vacations, and kids at home, you’ll see more out-of-office replies and slower decision-making. However, this quieter period is actually a great opportunity for your team to help customers explore your product and get more value from it, and increase feature adoption.
Below, you’ll find ideas that are designed to be low-lift but high-impact. Many will require teamwork with your customer or product marketing colleagues—so take the meetings (or virtual meetings) outside, enjoy the sun, and start collaborating. Ice cream is not required, but it is definitely preferred.
1. Launch a ‘summer refresh’ campaign around underused features
Got features that aren’t getting the attention they deserve? Now’s the time to highlight them. Keep it simple and helpful—think “5 Features in 5 Days” or “Quick Wins for Your Team.” Use in-app messages, email nudges, and CSM outreach to build awareness and drive usage.
CS tip: Don’t try to do it all yourself! Use tech to segment users who haven’t engaged with a feature in the last 90 days. Then, reach out with a relevant use case or a quick walkthrough that connects the dots between the feature and their goals. And don’t forget to keep it fun.
2. Promote learning courses tied to product goals
Help customers build new skills with self-paced learning—courses, certifications, or short how-to videos can all make a difference. Tailor your resources to each account’s needs. For example, if a customer is focused on onboarding efficiency but hasn’t used workflow automation, point them to training that helps them get started.
Pro tip: Use customer data to build segments like “completed onboarding but never used automations” or “high login frequency but low feature depth” to target the right learning resources.
If you’re using ChurnZero: Leverage Engagement AI to identify the topics most important to customers in specific segments.
3. Offer summer-only incentives to try something new
Work with your marketing and product teams to offer limited-time incentives around key features—think discounts, free trials, or early access to new functionality.
For example, give select customers the option to try a new reporting dashboard through August, no commitment required. Pair it with a quick-start guide or a CSM-led walkthrough to help them get value quickly.
Make sure the offer is tied to real outcomes—not just activity.
4. Share creative use cases from your community
Your customers are full of great ideas. Ask them to share how they’re using specific features and highlight those stories in your newsletter, community forum, or help center.
Bonus idea: Launch a summer spotlight series where each week you feature a customer who’s found a creative way to use a feature. These stories inspire and showcase real value.
5. Gamify feature adoption around outcomes
A little friendly competition can go a long way. Work with your customer marketing team to create value-driven challenges that can increase product adoption in a low-pressure way.
Ideas to try:
- Monthly challenge: “Complete three automated workflows in July to earn a power user badge.”
- Feature bingo: Create a simple bingo board with different actions or features. Offer a reward for completing a line or the full card.
- Leaderboard: Track feature usage and highlight top accounts in your community or in-app.
- Team challenge: Let teams opt into a challenge where they work together to adopt a new feature—reward them with branded swag or early access perks.
6. Run short, feature-driven lunch and learns
Offer 20–30 minute workshops that show customers how to solve a problem or improve a workflow using your product.
Keep it casual—screen sharing instead of slides, live Q&A, and real use cases. Ask a power-customer or two to host one or two and show how they are using your product. Run a series over the summer to keep momentum going and record sessions for your community or customer success center.
7. Conduct adoption check-ins
Reconnect with customers who may have been too busy earlier in the year. A quick check-in can help uncover feature gaps, revisit success plans, or suggest small tweaks that lead to better results.
8. Share what’s coming next
A slower period is perfect for previewing what’s ahead on your product roadmap. This helps customers plan, provide feedback, and get invested in what’s coming next.
Consider:
- Host a live roadmap preview session with product and CS
- Share a short video walkthrough of upcoming features with context for who benefits most
- Include a “what to try now” section to encourage exploration of related functionality
9. Create a feature-fit challenge
Choose one feature that aligns with common goals across accounts. Build a 3–4 week sequence with small tasks each week to reintroduce features and drive product and feature adoption, like:
- Week 1:Watch a 5-minute explainer video
- Week 2:Complete setup with a provided template
- Week 3:Use the feature in a live customer scenario
- Week 4:Share feedback or results
Offer recognition at the end—badges, shout-outs, or swag, whatever you think your customers will love.
10. Celebrate adoption wins
Recognition matters. Whether it’s a quick email from a CSM, a public mention in your community, or a usage milestone celebration, look for ways to acknowledge customers engaging with your product.
These small gestures can make a big difference in building stronger relationships.
