5 Ways to Ensure Dynamic Publishing System User Adoption
In order for a dynamic publishing system to be an investment instead of an expense, it must close two gaps: one that is obvious, and one that is often overlooked – and invariably reveals that a chosen system is not a total solution.
The obvious gap that must be closed is (obviously!) the one with customers. To that end, a dynamic publishing system must:
- Deliver hyper-relevant content at all stages of the customer journey through a single, centralized “one-stop” portal.
- Help customers quickly and easily find answers, even when they don’t fully understand what information they need, or where it might be located.
- Ensure that content is consistent across all channels and touchpoints, and can be accessed from any device: desktop, laptop, tablet and smartphone.
- Proactively deliver targeted content recommendations for each customer based on their unique profile.
- Drive interaction and engagement between customers and subject matter experts (SME), as well as with their fellow customers.
When all – not some or most – of these are clearly evident in a dynamic publishing system, then companies can confirm that customers will not fall into the gap. But as noted earlier, this is only one chasm that must be bridged. The other is just as important, but far less evident: the employee gap.
Indeed, as every corporate decision-maker has experienced much to their surprise and always to their dismay, in the big picture it’s not enough that a system (whether dynamic publishing or anything else) is demonstrably customer-centric. If employees refuse to accept and use it, then instead of taking root, it will die on the vine.
Considering how vital this is, here are five ways to ensure dynamic publishing system user adoption, and so that the investment is rewarding instead of regrettable:
1. Obtain Input
Obtain input from all internal user groups – e.g. TechPubs, marketing, sales, support, etc. – before making a purchase decision, in order to determine what is vital and must be included in the dynamic publishing system, what is important and should be included, and what is optional and may or may not be included. Otherwise, low adoption and inter-department conflict isn’t just likely, but it’s virtually guaranteed.
2. Offer Choice
Give technical writers and other content owners the option to publish content directly from the dynamic publishing system, or if they wish, from their current CMS or authoring tool. In time, most (if not all) of these employees will publish through the new system, since they will experience the advantages and benefits. However, offering them a choice makes the transition easier and helps avoid change fatigue – both of which significantly improve adoption.
3. Streamline Review & Update Cycles
Active participation by subject matter experts (SME) is critical for providing customers with timely responses, and for integrating customer feedback into the content review and update cycles. However, if SME’s find that participating is tedious and time consuming, they’ll avoid it as much as possible — not because they’re trying to sabotage the dynamic publishing system, but because they simply don’t have the available bandwidth. They’re being pragmatic, not political.
4. Pay Attention to UX
Naturally, the dynamic publishing system needs to offer a range of powerful features and extensive customization and integration options (e.g. Salesforce). But this performance and versatility can’t come at the cost of user experience (UX). Companies shouldn’t assume that their employees will eventually adopt a system, just because doing so is somewhere in their job description. When it comes to maximizing usage and maximizing ROI, users who enthusiastically buy-in are part of the solution – while those who are coerced or forced are part of the problem.
5. Streamline Access
Just because (hopefully) all employees can be trusted to access all available content via a dynamic publishing system, doesn’t mean that all of them want this freedom. Just like retail store shoppers head straight to the aisles and shelves that matter to them – and ignore those that don’t – employees want to focus only on the content areas and assets that are part of their scope. To that end, the dynamic publishing system should allow granular role and user security permissions, which not only keeps things safer, but streamlines access – which in turn, improves efficiency and adoption.
Zoomin: Closing the Gap with Customers and Employees
Zoomin’s hosted dynamic publishing system embraces all five of these critical user adoption factors to close the gap with customers and employees – not just the former, while ignoring the latter. To learn more, schedule your guided demo of Zoomin today.