Achieving 100% Adoption
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According to Forrester, most CIO's rank employee adoption as the key barrier to realizing the ROI of emerging tech. This session will walk you through marketing strategies designed to quickly supercharge adoption within your organization and make meaningful tech-driven change part of your company culture.
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Achieving 100% Adoption
- 4. adoption
- 5. “Eagle is one of our top customers in utilization among Blend-powered lenders. It’s been fascinating to see their creative approach for effectively scaling our platform within their organization.” Nima Ghamsari Blend Founder & CEO
- 6. Achieved 100% Digital Mortgage adoption and shaved off 5 days from app to initial UW decision
- 7. Agile Adoption Framework Digital Culture Shift Drivers Excite Inspire Gamify Mandate Executive Buy-In and Commitment to a Digital-First Culture Shift Coming soon! Vision & Success Stories Digital Mortgage Champions Daily Monitoring CIO + CMO Partnership PillarsPhasesTactics
- 9. Excite Leadership & Vision Laying the Foundation with Executive Messaging “This is our #1 priority in 2018” “Beginning on March 26th, it will be your turn to become a champion for digital by adopting our new Eagle Digital Mortgage Experience.”
- 10. Excite Pilot Team Create a team of highly visible & respected associates
- 11. Excite Teaser Campaign Weekly Blend “Spotlight” Videos & Emails from our President
- 12. OMG they did WHAT last night??! FOMO.
- 13. Launch with a Splash Fuel the Conversation Online and Offline Videos Banners Testimonials Inspire
- 14. Train, Train, Train Test, Document, Communicate, and Train, Train, Train! Inspire
- 16. Adoption Dashboard What We Can Measure, We Can Change Gamify
- 17. Celebrate Adoption Champions Weekly Recognition Contest for LO’s and Processors Gamify
- 18. Number Games Intro Video 18
- 21. Monitor Usage & Report Non-Users Our Future is Digital. Are You With Us? Establish usage requirements and policies Mandate Report daily on users creating new loans outside of Blend Assign a dedicated “usage monitor” to help enforce
- 22. Final Thoughts Our Future is Digital. Are You With Us? What we can measure we can change. Get your BI team involved. Design dashboards and reports that help bring accountability and transparency to your efforts. Leadership must be 100% bought in to the vision of relentlessly pursing the future. Establish your adoption team. Testers, Trainers, Marketers, Analytics/BI, Product Owners must all work together to drive adoption. Be humble and gracious but don’t be afraid to ruffle a few feathers. Change is hard. You’re not going to be everyone’s favorite.
Editor's Notes
- While it may seem counterintuitive at first, the problem with emerging technology in innovation is fundamentally with people — not the technology. So with that, why are we all here for?
- Why are we all here today? (wordcloud) All of this depends on one thing: People We are a people powered business No matter how much we automate or digitize, we must win the hearts and minds of our people to realize the benefits of innovation.
- I studied publicity and there’s a famous quote from PT Barnum that almost stuck with me during my studies… I tweaked it for our purposes.
- McKinsey research has shown that 46 percent of financial services executives feel cultural or behavioral change is the biggest challenge they face in pursuing their digital strategies. Demand for soft skills, including adaptability, problem solving, creativity, and leadership, outpace calls for STEM and digital skills, according to findings from PwC’s 20th CEO Survey. MIT Sloan and Deloitte did a great analysis of what makes digital leaders and digital failures, and the answer is clear: “The history of technological advance in business is littered with examples of companies focusing on technologies without investing in organizational capabilities that ensure their impact. In many companies, (failures are) classic examples of expectations falling short because organizations didn’t change mindsets and processes or build cultures that fostered change.” Internal Barriers Plague Disruption Dreams: “These types of leading [disruptive] innovations can be hard for employees to embrace, as most humans fear change, especially ones that disrupt existing processes, goals, and deliverables.”
- Today I’m here to talk about the strategy we followed to achieve 100% adoption The example of for digital mortgage but it can be applied to all initiatives – systems, business process, etc. This is just the tip of the digital transformation iceberg. We are just getting started. Introduce CIO + CMO = Adoption Council framework
- Excite – Coming Soon! Tout early success stories from pilot participants. Create anticipation. Inspire – Show success stories from other Loan Officers; Share visionary message from leaders Proof – High value proposition; show success; bring in numbers to justify; create a fear of missing out Gamify – Appeal to you sales team’s will to win. Pit them against each other. Recognize your power users, shame your lagers (leaderboards) Mandate – Create policies; assign a monitoring team to report daily on users that have not taken a loan via Blend; require an explanation; loop in their managers
- 1. The Excite phase is all about Building Desire & Excitement for What is Coming. 2. Get creative. Think of your initiative the way a marketing would think about before launching a product to the market. 3. What will connect emotionally with your consumers? What will get them EXCITED! Digital innovation teams must take on the challenge of helping their business overcome innovation dysfunctions that ultimately boil down to unresolved people problems. This is a new frontier for innovation teams and totally off the reservation for emerging technologists who just want to kick the tires on new stuff.
- Kicked off with a message from our president discussing our digital transformation Bold statements that ignite our associates and puts them at the heart of our transformation Strong calls to action, setting the expectation that this is our new direction, what’s to come and how to prepare Preliminary success: 50 pilot participants, 570 loans, 200 full apps and 11 closings; overwhelming high customer sat scores.
- Pilot: These are you innovation drivers. Treat them like it. Congratulate them for being selected (great if it comes from the President/CEO). Make sure they understand the responsibility and what is expected of them – i.e. weekly feedback calls, submit ideas, videos, testimonials, success stories Recognize them with special pin in their yammer photo or an article in your intranet.
- 6 weeks prior to our company-wide launch, we began a weekly email campaign that spotlighted one key Blend feature (i.e. asset connectivity, mobile responsiveness) and provide a short video that highlighted the benefits. We also shared success stories from customers (via our MSAT) and pilot participants. Emails came from our then president Extend message via intranet, slack, yammer, posters, banners, shawg, etc. Giving your regional leaders talking points for their weekly status meetings
- Fear of missing out is a powerful tool. FOMO is real. Use it! Make them want it! Internal Barriers Plague Disruption Dreams: “These types of leading [disruptive] innovations can be hard for employees to embrace, as most humans fear change, especially ones that disrupt existing processes, goals, and deliverables.”
- Fear of missing out is a powerful tool. Make them want it! Make your launch event a significant milestone in your company’s digital transformation Treat like the launch of a consumer product or service. It needs a strategic marketing and communications plan Make it visible online and offline to ensure it is part of the conversation Credentialise the value with testimonials from loan officers from all generations
- Assign a digital mortgage training lead in charge of documenting training materials/communications
- Fear of failure is a powerful emotion, specially for ambitious and driven people (i.e. Loan Officers) Showcase LO’s who adopt digital mortgage, show the data – Customer satisfaction scores, more efficient It is important to show them what success looks like, but it is also effective to remind them them of what failure looks like.
- Compelling marketing, data, and inspiring messaging is not enough to get your entire org onboard People are resistant to change, specially when their way has worked well for a long time Competition helps. Nobody likes to be at the bottom of a list, specially sales talent. There’s also an element of public shaming, accountability
- Make your launch event a significant milestone in your company’s digital transformation Treat like the launch of a consumer product or service. It needs a strategic marketing and communications plan Make it visible online and offline to ensure it is part of the conversation Credentialise the value with testimonials from loan officers from all generations