Barriers to Adoption
Thursday: June 28, 2007 8:23 AM
Another way to look at Enterprise 2.0 adoption is to review the reasons people are not using the Enterprise 2.0 services. Most organizations like to survey their current customers to understand why they are using them. However, this seems to be self defeating but also depends on the level of maturity. The key is to survey the user community and here are three possible scenarios. I could have picked any tool but for demonstration, I’ll choose Microsoft’s Sharepoint as the example:
1. “I have never heard of Sharepoint, what is it?
2. “I have heard of Sharepoint but not sure how to use it?
3. “I have heard of Sharepoint and I know what it can be used for, but I am still not going to use it”
Issue 1 is an awareness issue. You need to form a Business Development function that can get the word out with marketing, branding, and other promotional programs. All organizations have an awareness issue that must be addressed. In my opinion, you stop having an awareness issue when 80% of the user community knows who you are.
Issue 2 is an education issue. You need to develop a client-support program that provides products, services, and solutions for the user community. These will include well documented business process portfolio, product portfolio, and service portfolio. This group can add couching and consulting which will help people see the value in the application. It might not be a bad idea to build out a demo area as well so people can see and play.
Issue 3 is a social, cultural, or political issue. Starting with a social issue; the older generations are just not use to being open and working in a transparent environment. They grew up under and command and control environment where worked hard, moved up, and retired. Don’t make waves and do as you’re told. Getting these folks to change 40 years of behavior is a challenge. Cultural issues follow along these same lines but instead of being driven by the individual it’s the organization or leadership holding the utilization back. Fear; Fear of losing control is much bigger than any of us can imagine. Finally, political issues abound. Don’t use that product, use this one. That’s an IT thing not a business tool. You get the idea, politics matter. So, how do you get beyond all of this? The answer is one customer at a time. Sooner or later, enough users will be demanding these services and engaged to put the pressure on the rest of us.
Are their other barriers? Yes, but solve this group and the rest won’t matter.
Another way to look at Enterprise 2.0 adoption is to review the reasons people are not using the Enterprise 2.0 services. Most organizations like to survey their current customers to understand why they are using them. However, this seems to be self defeating but also depends on the level of maturity. The key is to survey the user community and here are three possible scenarios. I could have picked any tool but for demonstration, I’ll choose Microsoft’s Sharepoint as the example:
1. “I have never heard of Sharepoint, what is it?
2. “I have heard of Sharepoint but not sure how to use it?
3. “I have heard of Sharepoint and I know what it can be used for, but I am still not going to use it”
Issue 1 is an awareness issue. You need to form a Business Development function that can get the word out with marketing, branding, and other promotional programs. All organizations have an awareness issue that must be addressed. In my opinion, you stop having an awareness issue when 80% of the user community knows who you are.
Issue 2 is an education issue. You need to develop a client-support program that provides products, services, and solutions for the user community. These will include well documented business process portfolio, product portfolio, and service portfolio. This group can add couching and consulting which will help people see the value in the application. It might not be a bad idea to build out a demo area as well so people can see and play.
Issue 3 is a social, cultural, or political issue. Starting with a social issue; the older generations are just not use to being open and working in a transparent environment. They grew up under and command and control environment where worked hard, moved up, and retired. Don’t make waves and do as you’re told. Getting these folks to change 40 years of behavior is a challenge. Cultural issues follow along these same lines but instead of being driven by the individual it’s the organization or leadership holding the utilization back. Fear; Fear of losing control is much bigger than any of us can imagine. Finally, political issues abound. Don’t use that product, use this one. That’s an IT thing not a business tool. You get the idea, politics matter. So, how do you get beyond all of this? The answer is one customer at a time. Sooner or later, enough users will be demanding these services and engaged to put the pressure on the rest of us.
Are their other barriers? Yes, but solve this group and the rest won’t matter.
Comments (2)
Excellent post. One of the most sensible pieces I've read lately on the issue of slow user adoption. Kudos.
Posted by: Susan Scrupski on June 28, 2007 10:02
There are a couple other barriers that matter:
4. I know all about Sharepoint, but it doesn't meet my business needs.
5. I know all about Sharepoint, but the product is poorly designed or implemented.
In other words, sometimes the community isn't adopting a product because it's the wrong product for the community.
Posted by: David Noble on July 5, 2007 15:26