A large internet consulting and web design company (they’re real, but shy about using their name) paid approximately $20,000 for a web presentation platform and licenses. Their consultants build websites, and need to consult with their clients throughout the project: demonstrating new features, getting input and maintaining the relationship.
They also planned to use the tool for internal training, marketing and sales but wanted to start with the consultant/designers.
After going through the traditional bid process, IT settled on a well-known platform provider and made a big announcement. Essentially they said (and we’re paraphrasing): “we now have this platform, watch the online videos to learn how it’s done, don’t hurt anyone”.
The results were precisely in line with the adoption and hype cycles mentioned in yesterday’s post.
A few Innovators jumped on the bandwagon right away, with mixed results. The Early Adopters were split, but after some initial excitement many just gave up. The majority of people, taking their cues from the Early Adopters just didn’t bother or used it sparingly, and the Laggards basically said, “told ya so”.
An internal survey looked like this after 5 months of use:
+ 10% of those using the tool considered themselves enthusiastic users
30% identified themselves as “reluctant users”
35% said they hadn’t used it yet but were planning to…. someday….maybe
25% of the intended audience either had no intention of ever using the tool or were actively avoiding the use of it.
Their Solution: Rethink the rollout, start small and offer real training.
The top 4 reasons people gave for not using the presentation platform were:
1. The tool was “more trouble than it’s worth”
2. They feared the technology (having been on too many that had technical issues)
3. They hate webmeetings and webinars and weren’t motivated to run one themselves. (Usually boring and too long)
4. The online training wasn’t in line with the way they wanted to learn.( It was available but couldn’t answer their questions in real time or let them get their hands on the equipment and practice for themselves).
The cure for technology concerns is seldom more technology.
After working with us on a plan, the client conducted a second roll-out to a small group of influencers. This included, not only the Innovators, but hand-picked Early Adopters.
the pilot group received webinar-delivered, live instructor-led training. This 2-part program included:
Using the client’s platform so that learning was applicable immediately
Modeling use of all the relevant features including chat, polling, annotation tools, white board and application sharing to demonstrate the capabilities and application of these tools in their work environment
Small groups to allow for live discussion and lots of questions
Small group presentations where each participant delivered a presentation using the tools and got live real-time coaching from peers and the instructor
The results were impressive and somewhat surprising. This reluctant group of designers were actually hungry for the training, even though only a handful had even looked at the online tutorials. In fact, before the second part of the pilot course was completed, there was already demand for another session. The pilot course turned into 6 sessions in total. Attendance in all but the pilot programs was voluntary and the programs were packed.
Level one surveys revealed some interesting feedback that showed why adoptions was so slow in the first place:
What people found most valuable was the modeling of the tool by someone who knew what they were doing. Most had never seen a professionally run webmeeting using all the features. Simply put, they didn’t even realize everything they could do with the tool. This inspired them to use it with their customers and teams.
Hands-on practice with coaching was incredibly valuable. People felt much more comfortable trying the platform tools without the pressure of a “real” audience.
Seeing their peers use the tool gave them tips and best practices they could use with their own teams and customers. People couldn’t wait to try it in the real world.
After the training, the number of people using the tool, and using it well, jumped dramatically. When we went back to survey the group, most had used it several times and were developing confidence. Specifically, here’s what happened to those stuck in the “trough of disappointment”:
The number of “enthusiastic users” went from 20 to 30%.
The number of users who called themselves “reluctant users” dropped
from 40% to less than 30%. This meant more people were using the tool, saving money on travel and returning value on the investment in the platform.
The people who were “planning to use the tool soon” skyrocketed from 20% to 35%. Keep in mind more people were already using it so some of the Late Majority became Early Majority users.
The Laggards who had avoided using the tool or even thinking about it dropped to 10% from over 25%.
To sum up the results: by offering hands-on practice and small-group instruction in the proper use and application of the tool, they radically increased the adoption rate and raised the “plateau of productivity” well above 50% in a short period of time.
Now they had people using the tool the company adopted, saving time and increasing the quality of the customer and internal communication.
Summary
These results are not unusual. You can reduce the negative impact of the Hype Cycle and speed up the Adoption cycle by keeping these tips in mind:
Roll out technology like web presentation tools to small groups first. Focus on your influential Innovators and respected Early Adopters. Let them get excited and tell their peers.
Use success stories to excite Early Adopters and Early Majority folks. Share them with the whole group.
Offer live, hands-on training that models how they’ll use these tools in the real world and allows them to practice in a safe environment.
Make training available to everyone on a “just in time” basis. They should learn, practice and apply the learning in short order.
Trumpet successes to turn Late Majority people into excited users.
Reposted from “Beat the Hype Cycle”, by Wayne Turmel, President, GreatWebMeetings.com