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Four Secrets to Driving Video Adoption

Friday, November 22, 2019 - 10:00
Drive video adoption

Video collaboration brings many benefits to the workplace. From boosting employee engagement, building rapport among geographically dispersed teams and reducing travel costs, to limiting distractions during meetings and improving productivity, the list goes on. But despite the inherent benefits of incorporating video into day-to-day collaboration, some workers remain camera shy.

Although there’s a number of reasons why employees may be reluctant to engage in video collaboration, West has deployed video conferencing solutions for companies in a variety of industry verticals across the globe and we’ve found that paying attention to a few key factors can make a big difference in how video is adopted. Here we’ve summarized our findings into these four easy to implement tips. 

Four Secrets to Driving Video Adoption

1. Make video conferencing easy

Video makes meetings come to life when companies select collaboration tools that are user-intuitive, work from any device and deliver a consistent, high-quality experience for users inside and outside of the organization. On the flip side, when businesses select tools that are complicated to use or deliver a low-quality user experience and the first five minutes of a meeting is spent trying to troubleshoot video connection issues, the value of adding video to the meeting is diminished by the time wasted trying to get it to work properly.

When the technology works and starting a video call can be done in a few easy to follow steps, a foundational barrier to adoption is eliminated right off the bat.

2. Design video-centric workspaces

Whether employees are working from a traditional office space or from a home office, having access to a video-centric workspace always proves key to driving adoption. For a remote worker, designing a video-centric workspace might be as simple as designating an area of the home office that provides a clean, non-distracting backdrop and/or repositioning a laptop webcam.

For office-based workers, video-centric spaces might include traditional conference rooms equipped with video technology for large or formal meetings, or huddle spaces for less formal on-the-fly meetings with smaller groups. Huddle spaces have seen a surge in popularity and with affordable all-in-one endpoint solutions that combine codec, camera, microphones and speakers into a single device that can integrate with a display, like Cisco’s Webex Room Kit series, huddle spaces can be deployed for a fraction of the cost of traditional video conference room equipment.

3. Provide video training and support

When introducing any new tool into the enterprise environment, training is paramount to success. With consumer technologies, learning how to use the tool is generally self-initiated, so there is an inherent level of personal involvement and interest that factors into the adoption cycle. But with enterprise applications, user adoption is largely dependent on two main factors, according to the Technology Acceptance Model:

  • Perceived Usefulness: the degree to which a person believes that using a particular technology or tool will enhance their job performance.

  • Perceived Ease of Use: the degree to which a person believes that using a particular technology or tool will be free of effort.

A thorough training program is key to influencing perception for both of the factors above. Train users to use video in the office, train them to use video at home, train them to use video on their mobile devices, laptops, in conference rooms and in huddle spaces. And when the training is complete, provide easy access to support resources. Post step-by-step instructions to start and join meetings in conference rooms and huddle spaces, provide simple checklists that cover video do’s and don’ts along with lengthier reference guides. And most importantly, provide easy access to technology support to help guide users through any technical challenges that may arise.  

4. Secure leadership buy-in

The final and often overlooked key to driving video adoption in the enterprise is to engage leadership to champion the use of video throughout the organization. During the early stages of video implementation, it’s crucial to identify key managers and line of business leaders throughout the organization who can evangelize the tools throughout the business. As video becomes part of daily business processes, these evangelists can continue to identify new groups of end users who will benefit from the use of the tools. They recruit new users and build tremendous momentum in the adoption process across the company, ultimately driving the next level of ROI for the business.

Is your organization ready to get started video? West can help! Contact us to connect with a video collaboration expert today.


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