Secrets to My Collaboration Success: Google, AstraZeneca and Royal College of Physicians Give the Inside Scoop Part 2

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Secrets to My Collaboration Success: Google, AstraZeneca and Royal College of Physicians Give the Inside Scoop Part 2

Today we continue a recap of web collaboration issues discussed at AV Huddle, a recent symposium we hosted with Poly. For Part 1 of this post, click here.

What’s interesting to note about part 1 of this post is what Google, AstraZeneca and the Royal College of Physicians did not do to drive adoption of new conferencing tech: comprehensive formal training. Instead, they focused on choosing tech that meshes with the way people already naturally communicate.

When it comes to introducing new tech, organizations must keep the changes simple and iterative. Asking workers to trade in their dry erase board with an online drawing tool, for example, can be enough to throw anyone off their game.

If you let them keep their boards but port them into a digital environment that gives you the advanced save and share features you want, everyone’s happy. As workers learn to appreciate the value of the new features, you can introduce more new tech.

“You can’t just say the information is there. You actually have to give them the confidence in their ability to use the tools and let them experience the improvements it makes in their lives,” said Ben Pain of the Royal College of Physicians.

Adoption of New Collaboration Tech: It’s a Journey

Everyone knows how stressful it is trying to get reacquainted with a conferencing system or learn new features the system throws at you right before meetings.

This is but one reason why AstraZeneca’s Stuart Johnston noted the importance of creating a digital collaboration experience that is fairly uniform throughout the organization, regardless of where employees might be connecting from and what kind of device they might be using. “One-click functionality is important,” he said.

‘Tried and True’ Isn’t Always Best

However, experts at the conference also maintained ‘familiarity’ should not to be confused with maintaining the status quo. Despite more advanced web conferencing technology getting easier to use all the time, AV/Huddle revealed the tendency to stick with technologies you’re used to. New employees often bring in tools from their old companies without evaluating whether those tools best suit what could be completely different needs.

“Just because you used something else in a previous job or because you’re comfortable with a particular piece of technology, that doesn’t necessarily mean adopting it here will be the best option,” said Pain. “But that shouldn’t mean I’m not interested in previously existing tools either. It’s all about the kind of functionality you want.”

This observation corroborates what we’ve found as well. Sometimes technology provides a marked improvement, but there are other experiences–particularly tactile ones–that so far have not been improved by digital tools in a pragmatic way. In those cases, it’s best to allow people to retain their behaviors but provide them with enhancement tools that extend the old method’s digital capabilities.

How else are industry leaders ensuring web collaboration success? Check back next week for part 3.

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