A people-first approach to digital technology adoption

There’s no doubt that change is stressful; it’s how organisations handle it that makes all the difference. The key to making it a success comes down to reducing as much friction as possible through understanding the customers’ day-to-day use cases, creating a sound communication plan and providing a realistic timeline for delivery.

If you’re looking to implement new technologies, that’s where a robust user adoption strategy needs to come in. Its role is to lay the groundwork for a positive experience, while mitigating the negative connotations that come with change. In doing so, it will help employees to embrace new tools, use them to their full potential and, ultimately, improve working practices. A successful user adoption strategy starts with understanding the problem, the people, the processes and how the new ways of working are going to affect the user – before the change happens. This helps to ensure that the roll-out is smooth and cohesive, and that everyone has the same expectations.

Identifying and including users
The first stage is to identify employees who will be using the technology. If, for example, you’re rolling out a new unified communications (UC) platform, then look to involve key groups of people who will use the platform frequently and will benefit from its features, and who understand the end-user’s day-to-day roles. Involving them from the outset not only ensures that the new platform meets their needs, but also makes sure they feel valued and engaged in the process. Those employees who are initially introduced to the platform will be important later in the process, to promote it to other users and stakeholders.

Effective communication, training and support
Effective communication is crucial when it comes to change. One of the most common issues that organisations face when adopting new technology is poor communication. To ensure high user adoption, it’s important to communicate the benefits and value of the new solution to users. This means explaining how the system will benefit them and improve their work processes, as well as how it will solve the challenges they face. Explaining why the change is being implemented will motivate more users to embrace it. Simply put, employees who don’t understand the reasons behind the change are less likely to adopt it.

Learning anything new takes time and practice. This is why it’s vital to provide adequate training and support. Equipping employees with the necessary skills and knowledge to use their new tools effectively will drive adoption. Try to focus on how to use various features and capabilities. Staff who are armed with a better understanding of the benefits they’ll use are more likely to integrate the new tools into their daily routine. It’s also worth considering that people like to consume information differently. Some might want a FAQ document, while others would rather sit through an hour-long demo. It’s important to consider different options, to help everyone adapt as quickly as possible, ensuring the communication is being received by everyone – whether via email, an intranet page or a team meeting.

Reinforcing new ways of working
Once the implementation phase is complete, it’s time to get users on board. Initially, this is about diving in and getting familiar. Ideally, you are striving for that ‘ah-ha’ moment, where they realise the value of the solution and why they need it. As users become more familiar with the new tools, look for ways to provide positive reinforcement and incentivise this new way of working. For example, you could reward usage of the UC platform among your team or use it to host a quiz to emphasise its features. Using gamifying techniques is an effective way to drive implementation success, as it enhances the experience, making it fun and engaging.

However, even with the proper training and guidance, it can be difficult to rewire old habits and certain ways of doing things – for some employees, it’s all too easy to revert to old ways. This is where those key users you identified at the start of the process can help. Having advocates or technology champions helps to build momentum. They can also serve as a point of contact to answer questions and provide support to others. Furthermore, encouraging user feedback as adoption grows can play a pivotal role in solidifying these new ways of working. Not only will it help cultivate a culture of continuous improvement, but it also makes users feel as if they are an integral part of the process, steering them to use these new tools on a daily basis.

Putting people first
No matter how proven or well regarded a technology is, the biggest barrier to user adoption will always be employee resistance. Moving people away from their current way of working requires careful planning, communication and training. A robust user adoption strategy is a beneficial tool for improving employee engagement and reducing the risk that people will find the new technology inadequate. Not only does it help to address any fears about how the change will impact workloads, but it also drives home the business case and ensures that needs and expectations are met.

Ultimately, people want to know ‘what’s in it for me?’. The key to a successful user adoption strategy is to remember that it’s all about the people. Putting them at the heart of your approach is critical to driving initial success, as well as long-term employee satisfaction and a return on investment.

Lisa Brown is senior UC and enterprise project manager at Cinos.