Tech buy-in: Corporate v. Consumer

Corporate buy-in around technology is often a struggle – compared to consumer buy-in, it’s a tedious task that stalls much of the time. Consumers are attracted to hot trends, ease of use and the packaging/hardware. Corporate entities want to know how long training will be, intuitive nature and if it really will speed up process.

Does this apply to technology, creative, advertising fields? Not really.

The thing to be considered though - what type of industry is your client in? Do they embrace change? Does the political structure impede technology adoption?

Corporate

Interruption
“If it ain’t broke, don’t fix it.” This common phrase sums up the biggest obstacle when it comes to technology adoption.  Time is not there to waste – and if its complicated/not intuitive, you’ll lose them. By showing new technology, you are interrupting the work day and a process that already works. Sure, you might speed it up. But if it takes you forever to prove it? Game over.

Policies
Company policies have been instilled to make the business efficient.  As a technology provider, study their processes and figure where it can be more efficient using your tools. As an agency, it’s not your place to recommend that an internal process be changed – instead, work to cultivate your own processes to work with theirs.

Send information on up to date products that they might find interesting. Show case studies. An informal approach of “FYI, thought this was interesting” puts the ball in the court it should be in: the corporation.

Consumer

Interruption
As a consumer? When it comes to technology, they want the best. They want to show it off to their friends, they want to have the internet/mobile applications/etc. at their fingertips. Interruption doesn’t play as much of a role – consumers will carve out time to learn. Customer service is in place for most at a 24 hour level – which means a consumer can mold questions and learning to fit their schedule.

Efficiency
Will it break? How reliable is it? As a consumer, many use technology for work, freelance and just to enjoy. If it’s always breaking or needing to be replaced, not only is the brand tarnished, but you’re losing brand loyalists. The bright and shiny wears off, as the new product is just around the corner. One must build brand loyalty, rather than product loyalty. If the brand isn’t dependable? The consumer will buy something else.

These are just a few examples of tech buy-in: what would you add? What obstacles have you faced? In the technology world, will we ever have complete buy-in?