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Strategies for Getting Buy-In from both Executive Management and End Users
October 2012
Table of Contents
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 03 Five UC Buy-In Challenges for Executive Management . . . . . . . . . . . . . . . . . . . . . . . . . . . . 04 Five UC Buy-In Challenges for End Users . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 06 Strategies to Drive Adoption with Executive Management . . . . . . . . . . . . . . . . . . . . . . . . 08 Strategies to Drive Adoption with End Users . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Conclusion. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Introduction
Unified Communications offers value on many levels, and having now developed to the point where dozens of vendors have offerings, the decision process has become quite challenging. For this reason, Ziff Davis has produced a number of guides and white papers, with guidance on choosing the right solutions, vendors and deployment models. These write-ups will help you on a practical level, but UC is a big step up from VoIP, and has more complexity in terms of having a successful deployment. Technology and network-related issues are part of this, but there is another dimension that our research indicates as being not well understood. This guide has been prepared to help you navigate through the subtle challenges of driving adoption and gaining buy-in for UC, not just from executive management, but also the end users in your organization who will be directly benefiting from these new applications. IT-based decision makers certainly need executive buy-in for the financial commitment, along with hands-on adoption from end users to generate the results UC can deliver. To get both stakeholder groups onside, IT must take full ownership of the UC opportunity, and this guide provides practical strategies for each audience. While IT and vendors may speak the same language about UC, these groups do not, and this guide will also help you understand what is really important for getting them to adopt UC based on their frame of reference.
No matter how badly IT wants UC, you must start at the top to get buy-in from executive management. While most boardroom decisions are made by the numbers, this should be a relatively easy justification to get with UC. Investments in technology are often product-based, and management has little emotional attachment beyond making IT happy. UC is different due to its potential to impact the overall competitiveness of the business and transform the way things get done. To get this message across, and get management truly invested in UC, IT needs to address a series of challenges that will position UC in the best light. Here are five key challenges for IT to build their case around.
3. UC is a work-in-progress.
Executives prefer certainty to uncertainty, especially with new technology, and it is the exception when maverick moves are made in these situations. This is usually the domain of risk takers and small, disruptive companies with little to lose, but that likely does not describe your company. In most cases, the history has been to buy a phone system based on very mature technology that will last a long time and change very little. UC is the polar opposite, and in fact, will never be finished. Todays UC offerings may seem extensive, but we are really just at the beginning of where things will go, and constant innovation needs to be seen as core piece of UCs value proposition.
At the other end of the spectrum are company employeesthe end users of UC. The buy-in challenges are very different here, mainly because they are not paying for UC. No matter how bullet-proof your business case is for IT to deploy UC, as well as for management to sign-off on this, nothing moves forward unless end users adopt UC. This could be harder to do than it looks, especially if employees are rooted in a legacy world, and there is limited appetite for new things. Just as parents struggle to get their children to do things that are good for them, the onus falls on ITas well as your UC vendorto engage end users and get them to see this as better way to communicate. Here are five challenges IT will need to overcome with end users for a successful UC deployment.
1. What is UC?
By nature, IT understands technology, and as you evaluate the vendors, UC will become first nature. This will serve you well, but only if you can get end users on the same page. UC has always been a rather fluid concept, and while intuitive to IT, not so much to end users. The benefits of UC will appeal to end users, but they do not normally think in those terms or use the language around unified communications. Most end users use and refer to applications discretelytelephony, email, fax, chat, IM, conference calling, etc.even when these are used together. As such, do not assume they will get excited about UC by its name, at least without a simple explanation.
Second is improving their standing with management. IT is often seen as a utility with limited value-add, and as legacy telephony becomes a costly commodity, this perception will only be reinforced. A successful UC deployment will deliver the kind of benefits that position IT as a strategic resource with a seat at the table when it comes to making business-level investments. With these payoffs in mind, here are four strategies for IT to consider.
1. UC is newbe patient.
This approach will be especially important where management has a legacy mindset around communications. If the business has had one phone system the past 20 years, they cannot have the same expectations for a technology that is still evolving. You may even want to draw comparisons with email, the Web or mobile phones. All of these had dubious value propositions and were slow to gain acceptance, but are now indispensible. UC needs to be positioned this way, and to succeed, management must trust ITs ability to execute. They will need to understand that UC is different from legacy telephonybest practices or standards are not in place yet, and there is no single right way to deploy UC.
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3. Make UC fun.
Coming back to the broad pool of end users, you want to tout UC as being a great experienceeven being fun. As noted earlier, end users did not ask for UC, and it may not be addressing any immediate problem, so you need another angle to engage them. Borrowing a page from the Millennial world, an effective approach is to emphasize how easy it is to customize their UC experience. Personalization is a key driver for getting people to adopt technology, especially when so many applications are anonymous or complex to use. By positioning UC as their UC, end users can adopt it on their terms, such as by personalizing their screen interface, using the applications they are comfortable with, or customizing their settings and preferences for communicating with co-workers.
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Conclusion
UC represents the culmination of many communications modes that have come before it, and the ability to integrate them on a single platform creates a wealth of new opportunities. IT stands to gain via a compelling migration path that allows the company to move on from a phone system that is old, breaking down, costly to maintain and ill-equipped to meet todays needs. This benefit may not be evident to either executive management or end users, and buy-in is needed from both for IT to successfully deploy UC. For IT decision-makers who have only ever been concerned with technology, they will face a complex set of challenges to get this buy-in, and these could prove more daunting than the hands-on issues of actually getting UC to work with their network. Beyond having technical expertise, IT needs to think like an executive as well as an end user, and sometimes both at the same time. UC is not simply an upgrade of the phone system, and getting these stakeholder groups to see the bigger picture is the real challenge to drive adoption across the business. This guide has identified a set of challenges for each group, and while every situation is different, you will likely find many of these to be close to home. Other challenges certainly exist, but this should provide a solid foundation for defining your particular problem set, from which a direct strategy can be formulated. Building on these challenges, we have presented a set of strategies for each group, all of which are practical approaches that IT can take to get their buy-in. UC cannot be imposed on the business, and only by understanding the barriers to adoption can IT foster the desire needed from both groups to make it a must-have solution.
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