Adoption and change management (ACM) is a big-ticket item for any team involved in launching Office 365 or Microsoft 365, as well as constituent tools such as a SharePoint intranet, Yammer, Teams, Viva and OneDrive. Microsoft 365 is a strategic platform that is designed to be used every day at scale, so you want to make sure as many employees as possible are using it in a way that drives value.
Good levels of adoption can never be assumed – they don’t just happen on their own. Change management efforts are needed to influence both the hearts and minds of busy employees so they know how, when and why to use the new digital workplace tools at their fingertips. It’s worth noting that “adoption” is not just about getting higher numbers of active users, but also about using tools in the best way possible to drive productivity and achieve positive outcomes. All your employees using 365 tools, but in less-than-ideal ways, does not amount to good adoption.
In this post, we’re going to explore why ACM is so important for the Microsoft 365 digital workplace, some of the associated challenges and the elements that need to be in place for a successful ACM programme.
Why is good Office 365 adoption so important?
There are several reasons why adoption of the 365 platform and its tools is critical.
Supporting your ROI
Office 365 is a significant strategic investment, designed for adoption at scale. The benefits will not be fully unlocked without good levels of adoption, and you need an active ACM initiative to achieve ROI.
Productivity and efficiency
365 tools are designed to transform both employee and team productivity, improving efficiency across multiple processes. The higher the adoption levels, the more opportunities there are to derive productivity benefits across your organisation.
Communication and collaboration
Teams, Yammer and SharePoint can revolutionise communication around companies, as well as transform collaboration across different locations. Good levels of adoption lead to flows of information and knowledge that are critical for remaining competitive, allowing everybody in the company to work together effectively.
Enables remote and hybrid working
The age of hybrid work is here. Good adoption of 365 tools is critical when navigating the challenges of remote and hybrid working.
High profile use cases
A range of high-profile use cases rely on good adoption of 365 tools, such as internal communications that reach a high number of staff.
Advancing the digital workplace
When you have good adoption levels across your digital workplace, this increases your workforce’s confidence in using digital tools, in turn providing an excellent base from which evolve your landscape by adding more 365 tools to deliver additional value.
What are the challenges around adoption, and how does change management help?
Challenges can emerge when trying to reach adoption levels and usage patterns that really drive value. Here, change management efforts are essential to achieve the adoption levels your leaders want.
Employees are very busy and suffer from change fatigue
The majority of employees are very busy, and are constantly being bombarded with messages. They may also have developed change fatigue, what with the continual roll-out of initiatives and tools. You need strong messaging with clear benefits to really capture the attention of employees, persuading them to invest the time and cognitive effort required to adopt a new tool.
Employees can be reluctant and resistant to change
Many of us can be both reluctant and resistant to change. Doing things differently requires effort and potential learning curves. Change can even seem threatening, and some employees are particularly resistant to adopting new technology. In fact, in the famous adoption curve popularised by Roger’s Diffusion of Innovations, 16% of users are usually classified as “laggards”.
Efforts wane over time and change lacks reinforcement
Employees often start with good intentions, but adoption can wane over time and employees fall back into old habits. A lack of both reinforcement in messaging and opportunities to use the tools can mean that adoption is not truly embedded and is vulnerable to diminishing.
Employees get the how, but not the why
Employees might be able to use tools and have had the benefits explained to them, but that doesn’t always mean they are convinced to change their behaviours. Sometimes, employees need to have the “why” illustrated for them to understand what’s in it for them.
Usage is not advanced
Tools might have high numbers of active users – Microsoft Team, for example – but how they are being used may not be advanced or even optimal. Often, employees need specific training on how to use Microsoft 365 in more sophisticated or advanced ways, such as using whiteboarding in Microsoft Teams.
Top-down approach when you also need bottom-up
Some employees aren’t swayed by top-down messaging that comes from the centre about using new digital tools. This might be because these central communications are not viewed as relevant to their particular function, location or role, or there might be an inherent mistrust of messaging from the central IT function. Here, a bottom-up approach which involves endorsement from peers and local champions can be essential in driving adoption.
It’s hard to keep up with 365
365 is a very extensive platform, and Microsoft is continually investing in new tools like Microsoft Viva, as well as extending the capabilities of the existing suite. It can be very hard for employees to keep up with new tools and features, as well as smaller changes to the UI.
ACM is not always budgeted for
A practical reason why ACM efforts can sometimes fail is that there is simply not enough budget left over for it. Leaders tend to underestimate the costs needed for large digital projects, or other elements of the project end up eating into the ACM budget.
What are the essential elements needed for adoption and change management?
There are various elements that need to be in place for a successful ACM programme that delivers lasting adoption and embeds change.
Putting employees at the centre, not technology
Change and adoption is about people, not technology. The digital workplace or 365 tool that you are expecting people to use must be people-centred, with a good user experience and no technology-related barriers to use. Any adoption campaign must also put people at the centre and be targeted around their needs.
Understanding employees and their pain points
A thorough understanding of employees and their pain points, conducted through user and stakeholder research, is important to not only shape the tools they use, but also design an impactful ACM campaign. For example, focusing on use cases which resonate with particular groups can illustrate the value of using a particular tool.
Training and support
Usually, there will be some kind of training involved in change management, whether for champions, super-users, site admins, content publishers or even on a “train the trainers” basis. Training is not necessarily required for users, but some ongoing support whereby they can ask questions might be, alongside making self-serve resources available.
Measurement is an important part of adoption and change management. You need to apply the right measures and metrics to know whether adoption and usage is reaching required levels, and to subsequently target additional interventions and communications if they are not. Measurement also needs to be sustained as adoption patterns change over time.
Top-down and bottom-up communications
Generally, a good ACM plan will incorporate both top-down communications from senior leaders to show a tool is endorsed and is a company priority, and bottom-up communications from peers and champions that are more likely to resonate with different locations and groups.
A formal plan
Having a formal ACM plan (and related communications plan) that all stakeholders buy into is critical in order to execute successful 365 adoption and change management. This ensures you can co-ordinate efforts across different stakeholders and communication channels, but also change the focus over time as adoption and behaviours evolve. At Content Formula, we use the ADKAR change model as a basis for our planning, a popular framework with five stages – Awareness, Desire, Knowledge, Ability and Reinforcement. Microsoft also advocates for the use of ADKAR.
It’s important to target your ACM effort to different groups. We advise using key personas to maximise the impact of messaging.
Successful ACM initiatives rely on good communications. These need to be engaging to stand out and have an impact. Use of video, imaginative assets and relevant, targeted copy can all make a difference.
Announcing Content Formula’s new Adoption and Change Management (ACM) service
We know how important ACM is, and we often work with clients to design successful change management programmes that lead to successful and sustainable launches of Office 365, Teams, Yammer, Viva or a SharePoint intranet.
Our new ACM service covers everything you need in order to embed change in the best possible way and drive secure transformation, supporting users and leading them successfully through change.
As noted, our ACM approach is based around the highly regarded ADKAR framework:
- Awareness: Announce and explain the change, involving employees
- Desire: Get employees ready for the change, overcome any fears and build momentum
- Knowledge: Drive confidence through training, demos and champions
- Ability: Get employees used to using new tools through practice, training, coaching and feedback
- Reinforcement: Provide recognition and incentives to embed the change, along with ongoing support.
What to expect
Our ACM package includes a number of phases and deliverables:
We will begin by gaining an understanding of employees’ approach to change, communications and training, as well as levels of stakeholder/champion engagement to date. We will do this through a general change workshop, a stakeholder workshop and user interviews, followed by a playback of our discovery findings to the project team.
Strategy and change planning
Based on our findings, we will shape a strategy and roadmap that includes tactics for effective communications, training and support.
Following on from planning, we will deliver communications which directly address user pain points, along with core desires to build a campaign that is engaging, effective and informative. Assets can include digital posters, GIFs, intranet articles, lock screen graphics and videos.
Our training will be tailored to the audience. We will get to know employees’ wants and needs, and deliver training that addresses these. This can include training support materials and videos, carrying out champion training, content owner support and even a Q&A chatbot.
The change effort will not stop on launch day. Our ACM includes a pot of days to be used when required for strategic support/coaching, as well as reinforcement activities up to six months post-launch to ensure continued adoption.
Need support with 365 adoption? Get in touch!
Adoption and change management is critical. If you need help, want to discuss your ACM strategy and approach or are interested in our new ACM service, then get in touch!