Three critical factors in successful adoption of video-conferencing

Many organisations invest in video-conferencing but fail to successfully adopt it, while others, with almost identical deployments, succeed. Why is this so? Successful organisations have a greater understanding of three things:

1)    Why do you need video-conferencing?

2)    How are you going to use video-conferencing?

3)    How do you plan to support video-conferencing?

The answers to these three questions are the key to successful adoption of video-conferencing. We recommend answering them thoroughly before any investment in video-conferencing. If you leave numbers 2 and 3 until you have bought the technology, you will have much lower rates of adoption, as you will lose the confidence of your users in the early days of deployment.

Why do you need video-conferencing?

We have deliberately used the word ‘need’ rather than ‘want’. If a better alternative, such as face-to-face meetings, was available, you would not use video conferencing. So, your circumstances indicate that you need video conferencing, and you also need it to be used.

For instance, telehealth and distance education organisations have high take-up of video-conferencing. Face-to-face exchanges are not an option for them due to the distance involved and/or the limited availability of resources. These organisations have clearly identified their needs and they put significant effort into making video-conferencing the best possible experience for all involved.

We have also highlighted the word you deliberately. No one understands the needs of your organisation better than those who are involved in its operation on a day-to-day basis.

How are you going to use video-conferencing?

It is critical to know how you are going to use video-conferencing, right down to detailed user workflows and the communication of these workflows to users. Failing to involve users in determining the use cases and their associated workflows leads to lower rates of adoption. Involving users in the decision-making process gains their buy-in and also provides you with the opportunity to manage any unrealistic user expectations ahead of deploying video-conferencing.

How are you going to support video-conferencing?

Knowing how you will support video-conferencing is critical. We have observed a direct correlation between adoption levels and the prevalence of in-house support, especially in the non-vocational sectors such as law and finance. However, lack of support is a symptom of, rather than the reason for, low adoption rates.

To uncover the key reason adoption may remain low, see our next blog, “Why video-conferencing fails to be adopted”.