Technology has dramatically changed the way we do business today. Our ability to work virtually, communicate effortlessly, research and analyze information faster and store vast amounts of data means that each worker has the ability to be infinitely more productive.
But I have yet to see the BlackBerry that answered itself or CRM software that begins calling customers on its own. The human factor is the critical part not only to making the technology work, but in maximizing its effectiveness for the user. When the needs of the people who are going to be using the technology are not factored in during the planning for implementation, several conditions can develop.
First, people may resist using the new solution. They liked the old way better, and because the benefits and rationale for the new system have not been explained fully, they are slow to embrace it. Second, they may adapt to the new techniques, but without adequate instruction, they dont fully realize all the tools and the subsequent benefits. (In the productivity training course I conduct, I still find Microsoft Outlook users who are only using a portion of its capability.) Third, some people may abuse the new technology by using it in a way that was not intended or worse, not wanted.
So who is responsible for ensuring the technology is fully and properly utilized? Who is responsible for ensuring the company gets the maximum return on investment and the users are fully engaged? Would you say its the provider, the purchaser or the end user? While there are degrees of accountability for all three, savvy providers will recognize this as an opportunity to differentiate themselves from their competitors by becoming a Technology Value Provider. Its more than just providing user manuals or setting up technical support centers. Achieving maximum value from technology requires careful planning, which includes understanding the work environment, anticipating barriers and challenges, formulating an effective communication strategy, developing education, and the support and monitoring of customer satisfaction.
So how do you achieve this? Let me offer you six guidelines.
The technology sector today is crowded and competitive, and new providers are entering every day. Becoming a Technology Value Provider can give you the added edge to make customers remember you and ultimately pick you among all other competition.
Bob Kustka is the founder and CEO of The Fusion Factor, an HR Consulting firm located in Norwell, Mass. For more information and to sign up for his free newsletter, please visit www.thefusionfactor.com.
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