Marketing automation technology is extremely useful for marketers, but its value can be lost if the early user experience isn’t a positive one.
I recently had a lengthy conversation with a field nurse who recently began using a new state-of-the -art mobile clinical application. Prior to deployment of the application, most of her work was done with written charts and notes. She, along with all of the other nurses, was very excited to have this new tool that was designed to streamline laborious processes. She was very disappointed with the application, however, and there was a near revolt by the field nurses because the training and onboarding was grossly inadequate. The nurses were left to flounder in the field with inadequate support and the first few months of the application’s use were a disaster.
While the application was truly innovative, best in class, and had everything a field nurse could ever need, the ramp up was soured due to poor planning. This scenario plays out often when companies invest in expensive technology to drive critical processes but neglect key steps during implementation. End-user buy-in and acceptance is the most critical part of this process. If you win the hearts and minds of users, your technology project will be a raging success.
4 Key Tips to Successfully Implementing Marketing Automation Technology
