September 28, 2016
collaboration, security, mobility, user adoption, digital transformation, IT marketing, UCC, team collaboration, room collaboration, customer experience, enterprise apps, marketing, marcomm, video, DN5622
When IT staffs finish installing a new application or service, the next action typically is not developing a marketing strategy to ensure employee or customer awareness and adoption. Rather, they may move onto the next item on their project list, and transition the new service into operational mode, focusing on break/fix, patches, and minimal enhancements and upgrades.
The problem with that approach is that service after service goes underutilized, employees are not as efficient as they could be or worse yet, they do not know the latest security protocols, collaboration capabilities, or easiest way to remotely access the network. What’s more, customers using these new technologies may be completely unaware they exist, resulting in poor alignment with business initiatives, reduced awareness of IT’s contributions to organizational goals, and greater shadow IT as employees and lines of business seek capabilities outside of approved IT capabilities because they believe that IT doesn’t offer services that meet their needs.
How successful and strategic can IT ultimately be if only a fraction of employees or customers enthusiastically adopt the technologies available to them?
Proactive companies have full-fledged IT marketing programs underway that have improved both awareness and adoption of technology. Some have activated these programs for select IT services; other more leading-edge companies use them as a matter of course. This report evaluates the best practices for establishing what Nemertes dubs User Adoption and Awareness (UAA) programs, addressing the following questions:
- Who should run the program for maximum success?
- What tactics work best for raising awareness?
- What are the top training methods?
- Within what timeframe should organizations expect how much improvement?
- What role should trusted partners play?