When it comes to the ever-changing realm of technology, the biggest stumbling block to long-term success is often not the technology itself, but rather the likelihood that employees and loyal users will embrace tech updates with open arms.
To get your users onboard with any major change to your system, it’s crucial that you first recognize which of 3 categories of consumer behaviour your users fall under. Once you know which type they embody, you’ll be better equipped to cater to their individual needs during the on-boarding process.
User #1: The Go Getter
If we were to rate users by level of difficulty, this one would be the easiest to work with. The Go Getters generally will not cause you any problems as you march forward with more progressive technology, since they are technologically savvy enough to adapt quickly to any software updates.
As well, the Go Getter is most likely to take advantage of self-directed tutorials. They will proactively attempt to bridge this new information gap using the searchable knowledgebase you provide for them. As a last resort, Go Getters will optimistically reach out for live 1-to-1 customer service with full trust and confidence that your tech updates were implemented with their best interests in mind.
User #2: The Comfort Seeker
This user is a notch above the Go Getter in terms of difficulty, but still willing to work with you in adopting new technology (albeit hesitantly!). It’s not that the Comfort Seeker is against change — they understand that tech updates are made to make their lives easier in the long run.
It’s just that they may not have the time or patience needed to adapt to this fresh learning curve, and to tell you the truth they are quite comfortable with the current systems and processes, thank you very much. Unlike Go Getters, the Comfort Seeker isn’t willing to take as proactive a role in adjusting to the new system. Sure, they’ll still come along for the ride, but it’ll be on you to lead them the majority of the way.
With any users during a tech update, you will want to provide ample training support — but with this group in particular, your aim should be to shine a spotlight on how much better the new system is in comparison to the old one. Try to uncover what their organization needs from your software on a daily basis. Then, be sure to pinpoint exactly how the new system can help them do just that — and not only on a quicker timeframe, but with more efficiency and ease.
User #3: The Protester
These users make up the most challenging group to win over during the on-boarding process. The Protester strongly preferred the way things were in the past, and you can bet they will get vocal against any sort of change.
It’s actually not unusual for some users in this group to be technologically savvy. However, the Protester will generally use updated software grudgingly, with the underlying intention to find problems in order to contrast them with the old system. This user is inclined to make large issues out of relatively minor problems because they want the new system to fail — proof that the old was better than the new!
These can be the hardest users to acclimate, and it may even be worth considering whether their business is worth your team’s time and effort coaxing the Protester to come around. In extreme cases, it may even turn out to be an impossible feat, and no amount of individual training and support is enough to shift this user’s perspective more positively toward new tech.
If you decide this user is worth the challenge, then make every effort to ensure their requests for training and support are swiftly met. Focus on tangibly demonstrating how the new system is better than the old. Most critically, ensure your customer support team never shrugs off problems with sentiments along the lines of, "Oh, the new system can’t do that.” Such statements will only fuel the Protester’s belief that your tech changes were a mistake — and you definitely want to minimize any chance for this user to jump on as proof that your new system is worse off.
Curious For More Strategies For Successful Onboarding?
The next article in this series discusses how to best cater to each of these 3 user types to ensure your users’ satisfaction and ongoing commitment to your technology despite changes.