In today’s technology first, technology foremost world, it’s not surprising to see a workplace trying to integrate new a solution or platform. You would think that the adoption process for these new technologies would be simple enough – especially with most technology companies using words like streamline, synergize and optimize to market their product – but more often than not, that is not the case. 

Why? While there might be some technological roadblocks that slow down the implementation process, one of the biggest adoption roadblocks comes in the form of team attitudes. Every team adopting new technology already has set processes and workflows in place with which they are comfortable and (technically) successful. So why should they make the switch? Internal pushback and confusion can delay adoption projects like nothing else.

Luckily, whether you’re implementing Zignal’s Media Intelligence Cloud, or any other type of new technology, there are several steps you can take to help drive adoption within your organization. 

Here are important aspects to define when starting a new adoption process.

The “What”

Before diving into why you are adopting new technology, make sure the end-users that will actually be using the tool understand the basic information associated with the project. There will be time to provide them with all of the specific details, but approaching them with an overview message, such as an email or quick meeting, will help lay the foundation of the project. 

Give a high-level overview of the adoption project, but wait until the formal kick-off session to unveil all of the greater details so that everyone has the same information.

The “Why”

In companies working top-down, it’s common that the person purchasing the new technology is never going to spend a minute using it. As they see it, it’s in the rest of the team’s best interest to learn it, adopt it and produce a better output than when they were using their original solution. This attitude, while not incorrect, can lead to confusion from end-users that may not understand the overall purpose. 

As a driver of change, it’s your prerogative to alleviate any and all confusion end-users may have. Focusing on the why is key.

For example, say “We’re implementing Zignal so your monotonous (daily) two-hour task of reviewing all earned media mentions transforms into 30 minutes of automated work. Then, you’ll be able to spend time on more meaningful work.”

With proper knowledge of the objectives motivating the change, end-users can move forward with a stronger understanding of what’s expected of them and why the change is taking place. As a result, instead of potentially being detractors, they can work with you to champion the adoption. 

The “When”

While knowing the “why” important, also knowing the “when” context allows for end-users to truly understand what kind of undertaking this is. Again, it isn’t often communicated to end-users how long the adoption project will take. Ranging from one week to well over a year, introducing a project without an end-date can be daunting. 

Sharing the expected timeline allows them to fully grasp what this project will require of them. Three to four months sounds a lot better than “until the adoption phase is done.” As the change leader, you need to bridge the knowledge gap and keep end-users fully informed.

Refining Expectations

After helping your team understand the parameters of the adoption project and the reasoning behind it, it’s vital to more granularly define their roles in the adoption process. Will they be attending training sessions, progress touchpoints and more? How many hours should they resource on a daily, weekly or monthly basis? At what point are they expected to be fully established? 

Listing the resources available to them throughout the adoption process will also help drive buy-in. Executive leaders chipping in, outside sources making themselves available and set check-ins show that learning will not be independent and solely up to the end-user. 

Don’t let lack of knowledge – which can lead to lowered team morale – derail your work. If you’re able to establish a baseline level of transparency by defining the “what,” “why” and “when” of a new technology project, you’ll be well underway to successful adoption.

Want more best practices? Check out our latest special report, “The Next Decade of Communications: Data Analytics Trends and Takeaways for 2020 and Beyond,” to learn how you can help your organization keep pace with coming change.

Be sure to also take a read through our latest product spotlight blog, peruse tips for your 2020 budget planning and learn more about how Zignal helps brand leaders become more successful.