Developing a Video Culture – Part IV

May 7, 2012, by Lisa Avvocato in Telepresence, Video Conferencing

Power to the People! 

In a world where instant messaging, email and online audio meetings reign supreme; shifting an organization’s culture to adopt visual collaboration or unified communication solutions can be extremely challenging.  Implementing a new technology is a significant organizational change that, if underestimated, can produce disappointing results.  There are several key steps an organization must take in order to effectively drive adoption throughout the organization – including proper communication and training. This is the fourth post in a five-part series covering the successful development of a video culture within an organization.  Read part one here.

People are inherently resistant to any major change; they take comfort in the status quo because of fear associated with the uncertainty of something new.  A major organizational change, such as the implementation of a visual collaboration solution, changes the way colleagues interact with each other and perform their daily tasks.  This shift in the daily routine moves users out of their comfort zone by expecting them to learn something new; which if not addressed, can produce significant resistance.

It is imperative for senior management to address the impact that visual collaboration has on their employees.  Frequent and open communications regarding the reasons for change and expected benefits for both the organization and the end user are a necessity. If organizations do not address the uncertainty around a new technology the resulting resistance can be insurmountable, leading to an abandoned solution.

Those familiar with video conferencing applications, such as Skype or Face Time, are more apt to accept enterprise video than people who have never used video before.  Many people take comfort in security of email and phone calls because others cannot read their facial expressions.  Therefore, new users can initially become overwhelmed by the face-to-face exposure video provides.  Proper training along with open dialogue can help address some of the uncertainty associated with switching to video communications.  Training should include several different topics; such as operational procedures, best practices and video etiquette.

While most users understand basic functionality of video equipment; they lack the expertise to manage the infrastructure required for effective visual collaboration.  A team of video professionals, who operate the back-end video environment and provide technical support when needed, is crucial to any video environment.  Advanced video operators should proactively monitor video meetings to allow participants to focus on the matters at hand rather than the collaboration technology.  Therefore, organizations must either locate the right technical support staff or partner with a video services provider for access to advanced technical support.

This post is part of a five-part series covering the successful development of a video culture within an organization.

Part One: Because the boss said so is not enough!
Part Two: It’s more than just bits and bytes
Part Three: P is for Process, that’s good enough for me
Part Five: Driving Usage & Adoption

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