Why Your Adoption
Plan Must Include Benchmarking, Policies & Evaluation
Published 8/10/2012
David Danto
Principal
Consultant - AV / Multimedia / Video / UC,
Dimension
Data
Director
of Emerging Technology, IMCCA
In the first part of this
conversation, I wrote a blog describing why a formal usage and adoption
plan is critical to achieving ROI in a videoconferencing implementation. I
recommended putting people first -- obtaining actual business needs from a
focus group before selecting a product or service.
Once
you have that and the other information from your focus group,
and you select and plan to implement your videoconferencing technology, you
should also begin to plan your steps to drive adoption. These can vary
depending upon the specific needs of your organization, but a good plan usually
blends the following elements:
User segmentation planning
What are the various user groups that will interact
with videoconferencing (executives, managers, administrators, work team
leaders, etc.)? Which video tools will be appropriate for which groups? How do
you present that "sweet spot" information differently to each individual
in a different role?
Benchmarking
What are realistic utilization goals and targets? What
do you say when some senior executive calls a month after implementation and
asks about utilization in his area. (Someone says "20 percent."
"Is that good?" Do you know? Does he?) The wrong time to be trying to
figure out benchmarks is after you've gone live with your systems.
You
need to determine in advance what metrics you will track. Before the first
device is purchased you should set 30/60/90/120 day targets that are realistic.
Pre-plan automatic actions that kick in if you are over or under your expected
numbers.
Onboarding/communications
How do you handle the "awareness" messaging? Who are your
champions/evangelists? What kind of launch events can you create? How do you
provide training materials for your identified user segments -- each with
different needs (one-on-one training, group training, Web instructions, on-demand video)? How do you continue to get your message
out post launch?
Policy review
What things at your organization need to change now
that your video tools are available? How does one ask for a system? Who's
allowed to get it? Will anything change in your room reservation process or
your travel approval policy?
Evaluation and management
At some fixed point you need to take a
long look at how it's going. What do the metrics say? Are any adjustments
needed? How is ROI looking? What can be improved?
As I
stated in the first part, getting these and other elements planned and executed
correctly is as complex as the technology implementation itself. If you've
never created an adoption management plan it is wise to reach out to service
partner firms that have done so (with a track record of success), and can help
create a plan customized for your organization's needs.
As a
final step, it's a good idea to get your original focus group back together
again to ask "How did we do?" and "Is there anything we can
fix?" A solid, ITIL based strategy involves a continuous improvement
cycle, and a videoconferencing implementation is no different. All aspects
should continually be reviewed for opportunities to improve the service.
If a
thorough and well thought out usage and adoption plan is implemented correctly,
the increase in videoconferencing ROI and user satisfaction will more than
cover the required investment of time and resources.
~~~~~~~~~~~~~~~~~~~~~
This blog was written by David Danto and contains solely his own, personal
opinions. It originally was published at UBM’s “The Video Enterprise” website
that was closed down November 1st 2012. Here is a link to the Google cache of the
page with comments. I do not know how
long Google keeps these pages.
David has over 30 years of experience providing problem solving leadership
and innovation in media and unified communications technologies for various
firms in the corporate, broadcasting and academic worlds including AT&T,
Bloomberg LP, FNN, Morgan Stanley, NYU, Lehman Brothers and JP Morgan Chase. He
recently joined Dimension Data as their Principal
Consultant for the collaboration, multimedia, video and AV disciplines. He is
also the IMCCA’s Director of Emerging Technology. David can be reached
at David.Danto@Dimensiondata.com or DDanto@imcca.org, he can be followed on
Twitter @NJDavidD , and his full bio and other blogs and articles can be seen at Danto.info.