The Adoption Gap: Why Users Don’t Engage and What to Do About It

Post 3 in the “Driving Value Through Transformation” series, building on how we measure value and ROI post-deployment.

The system is live. The business case is clear. The training was delivered. And yet… users aren’t engaging.

Sound familiar?

One of the most common blockers to transformation success is what I call the “adoption gap” - the space between system availability and actual usage that drives business value.

It’s not that users are resisting change outright. Often, it’s that we haven’t given them the right context, motivation, or support to truly embed the change in how they work. And without adoption, even the best technology can fail to deliver outcomes.

In this post, we’ll unpack why adoption stalls after deployment, the underlying causes that leaders often overlook, and how to close the gap with smart, targeted strategies.

Even with a successful technical deployment, adoption can lag. Here are the key reasons I see this happen across programs:

1. Lack of contextual relevance: Users don’t see how the new tool fits into their day-to-day responsibilities. The "what" and "how" are explained, but not the “why now” or “why this matters to me.”

2. Training is treated as a one-time event: Initial training is often too generic, too early, or too theoretical. And once go-live hits, support drops off. Users are left with a static user guide and little else.

3. No reinforcement or follow-through: Even engaged users need reminders, guidance, and encouragement. Without sustained enablement, even well-intended change fades quickly.

4. Change fatigue and competing priorities: People are juggling multiple initiatives, systems, and deadlines. If the change doesn’t clearly make life easier or better, it becomes background noise.

5. Lack of accountability or recognition: When adoption is optional, it stays optional. Without clear expectations or, even better, visible recognition, engagement remains inconsistent across teams.

Closing the Adoption Gap: What Works

To move from access to engagement, organizations need to focus on adoption as a deliberate, human-centered process. Here are five strategies that consistently work:

1. Make Adoption Personal and Relevant

Users are more likely to engage when they understand exactly how the new way of working benefits them.

✅ Tailor communication to specific roles and scenarios

✅ Use simple "before and after" examples

✅ Highlight time saved, reduced steps, or improved outcomes

Don’t just tell people how to use the tool, show them why it helps them succeed.

2. Reinforce Through Continuous Enablement

Adoption isn't a switch you flip at go-live. It’s a journey.

✅ Offer ongoing micro-training (2–5 min refreshers)

✅ Use digital nudges, tooltips, and walkthroughs

✅ Host quick “show & tell” sessions post-deployment

✅ Make learning available at the moment of need

Treat enablement like a product, not a project. Invest in reinforcing the right behaviours over time.

3. Identify and Empower Champions

Champions can bridge the gap between central teams and end users. The best champions aren’t just power users; they’re respected voices within teams.

✅ Nominate champions from different functions or locations

✅ Equip them with messaging, resources, and access

✅ Recognize their efforts visibly

This creates a grassroots layer of advocacy that’s more trusted than top-down messaging alone.

4. Use Data to Target Support

Not all adoption challenges are visible. Go beyond system logins and get curious about how people are (or aren’t) using what you’ve delivered.

✅ Segment adoption data by team, region, or role

✅ Look for drop-off points in key processes

✅ Pair usage data with user feedback to surface blockers

With the right data, you can deliver support where it’s needed most, not just where it’s loudest.

5. Celebrate Progress, Not Just Completion

Recognition fuels momentum. When teams see their progress acknowledged, they’re more likely to stay engaged.

✅ Share quick wins and real-world success stories

✅ Highlight metrics that show movement, not perfection

✅ Use leaderboards, dashboards, or internal comms to create visibility

Adoption is a cultural shift. Celebrating it signals that it matters.

Key Takeaways: How to Drive Lasting Adoption

Here are 5 actions to take now to close the adoption gap in your transformation:

1. Reframe communications to answer “why this matters to me” for every role

2. Shift from launch-based training to continuous learning and support

3. Build a network of champions who can lead from within the business

4. Use usage data and user feedback to pinpoint where help is needed

5. Recognize and celebrate adoption progress across the organization

Up Next: From Training to Embedding – Making Change Stick

In the next post, we’ll go deeper into continuous enablement and explore what it takes to move beyond one-time training to truly embedded change. Because transformation isn’t complete until it becomes business as usual.

Until then, how are you supporting adoption in your Identity Security programs? What have you tried that worked (or didn’t)? I’d love to hear your perspective.

Let’s keep the momentum going!