When introducing a new system or technology, good communication is critical in ensuring user adoption pre, during, and post purchase. This white paper identifies common challenges with technology advances, as well as outlining how you can understand issues and responses. Because it is by knowing how people think, and understanding what people feel, that you can increase user adoption and engagement. This white paper includes a 10-step implementation process along with a series of questions that ensures the technology distribution process runs smoothly, from user adoption to engagement & communication.

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BY DANIEL O’CONNOR
HEAD OF BUSINESS DEVELOPMENT
TRANSFORM COMMUNICATIONS LTD
THE COMMON CHALLENGES
OF TECHNOLOGYADOPTION
& COMMUNICATION
Transform Communications Ltd
54 Frome Road | Bradford-on-Avon | Wiltshire
BA15 1LA | United Kingdom
dan@transformcommunications.co.uk
01225 863846 | www.transformcommunications.co.uk

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FOREWARD
There is always an exciting point when you start a new career in a
different sector and industry. It’s finding that intersection where
previous experience and insight connects with your new career path.
Having been heavily immersed in the technology industry, it’s been
an interesting journey entering the world of marketing
communications. What I’ve seen is that there are similar challenges
for companies in the HR technology sector. Challenges of growth.
Challenges of user adoption. Challenges of communication.
My story started when I joined a property technology company in
the small and rural town of Frome, Somerset. There were only nine
members of staff, with five being company partners. We were
working from a former chapel, owned by one of the partners.
The open-plan workspace became more and more cramped as
new members rapidly joined the growing team.
The transformation was swift. Four consecutive years winning
‘Supplier of the Year’ to the industry and we became the largest
supplier of web-based technology to independent estate agents
(all 2500+ of them). We had 48 staff and a large two storey office
over 4000 sq. ft. An acquisition deal was looming and after strong
negotiations, the business was sold to Zoopla for £35.5million.
What I saw during those years of growth was that if you don’t care
for customers after they have purchased your system, growth will
stagnate. It was only by caring for customers and ensuring that their
people used and adopted the system that our reputation grew. As
did referrals. We did no cold outward-bound calls. Our strongest
pipeline came from referrals. And that’s because people loved our
system, used our system and recommended us.
A NEW MOVE
When I started as Head of Business Development at Transform
Communications, I could see the potential to combine my previous
experience of building and selling a technology business with a
communications company. By bringing together the wealth and
diversity of our experience, we offer advice and support to HR
technology companies who are looking to improve communications
and increase user adoption pre, during and post purchase.
Exciting things are happening, and new opportunities are being
created on a daily basis. The diaries are rapidly filling up as we make
our clients busier by helping them to become the ‘go to people’ in
their fields.
ause people loved our system, used our system and recommended us.
When I started as Head ofess Development at
Daniel O’Connor
Head of Business Development,
Transform Communications
January 2020
dan@transformcommunications.co.uk
LinkedIn
The common challenges of technology adoption & communication by Daniel O’Connor Foreward

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COMMON TECHNOLOGY
CHALLENGES
The common challenges of technology adoption & communication by Daniel O’Connor Common Technology Challenges
After a trip to the CIPD Conference in
Manchester, familiar themes emerged.
Proving that challenges in technology
are not industry, vertical or sector
specific.
It’s always interesting to see that no
matter how far technology advances,
there is usually one sticking point.
That users don’t adopt or effectively
utilise the new technology.
When I worked in a technology
business, we faced this challenge.
To tackle it, we built a 10-point
implementation process. This sat behind
the back-end system and linked through
to a CRM platform. The basis of this was
simple. To continuously deliver hints,
tips and training that demonstrated the
effectiveness of our system.
Equally, we know how hard you have to
work to get people to buy a new system.
Customers are nervous about
disruption to their organisation. They
are concerned about integration into
existing platforms. They worry about the
cost of implementation. And they need
it to be a success.
Forward-thinking technology companies
understand these concerns. They
continue to support their customers
after the sale has been made.
Because we know that if people don’t
adopt a new system, sales are lost as
quickly as they are closed, and a poor
reputation spreads as fast as wildfire.
“Because we know that if people don’t
adopt a new system, sales are lost as
quickly as they are closed, and a poor
reputation spreads as fast as wildfire.”

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The common challenges of technology adoption & communication by Daniel O’Connor Common Technology Challenges
10 STEP IMPLEMENTATION PROCESS
1. Immediate communication – As soon as the ink is dry on the
contract you need to ensure your new customer has persuasive
communication materials ready to deliver. Give them a timeline about
what will be happening and set up automated emails to schedule as the
implementation process progresses.
2.Early adopter training – Get your customer to identify ‘early adopters’
and make them the champions of the system. Important – this is not just senior mem-
bers of staff. It’s those people who love new systems, processes, technology & change.
3. Now get the data right – Communicate effectively what data sets are
required from the customer. Make this easy to understand – and be honest about how
long it will take. Each business will be different. Getting data right is crucial as no one
will use a system if the information contained isn’t spot-on.
4. Automated emails/letters/outputs – Set up any automated func-
tions such as marketing features/outputs, staff tasks/reminders or anything that can be
triggered following an event in the platform. These streamline the user’s experience.
5. Test the system – Make sure it works for you before sending out logins to
staff. Fully testing the system before launch prevents any kickbacks or initial negative
feedback from employees.
6. Staff training before launch – Start training on the system, ensuring
minimal disruption to the business. This can be done in small groups over days/weeks
dependent upon business size. Start a ‘buzz’ in the organisation about the new and
exciting tech that will make their lives easier at work.
7. Data entry/migration – If there is data to move from another system or
data to be manually entered, allow time for this and get the now trained staff involved,
as it helps them become familiar with the system. Re-test the system as data migration
is not always seamless. Check, double check and triple check this, especially if there are
automated letter/email templates.
8. Portal uploads & system integrations – You are almost there but
you may need to tweak some domains, integrate existing systems/feeds and let the staff
and clients know that you have something exciting about to happen.
9. Go live! – You are ready to go, create a buzz in the office about this and don’t
look back, enjoy the system and reap the rewards going forward!
10. Remember: Keep up the communication – People forget
many of the functions and features of new systems. Make sure you have a series of
proactive communications to continuously send-out to employees reminding them of
everything your system can do. This is where you’ll capture those all-important referrals
and recommendations.

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UNDERSTANDING
ISSUES AND RESPONSES
In this report we look at the types of statements and responses people
tend to make when purchasing and implementing a new technology
solution. Each statement highlights a specific issue.
We propose different solutions. And we draw on our knowledge and
understanding of psychology, engagement and neuroscience to give an
understanding of why people react like they do. Because it is by
knowing how people think, and understanding what people feel,
that we can increase user adoption and engagement.
The common challenges of technology adoption & communication by Daniel O’Connor Understanding issues and responces
“I DON’T GET WHY I NEED
YOUR SYSTEM”
At every technology conference and
exhibition, I see the same behaviours.
Sales teams talking enthusiastically
about the features of the system. Some
even mention the benefits. All the while
bemused visitors politely smile and nod,
very clearly not understanding what is
being said to them. They watch a demo,
buy the system and are handed the login
details. And that’s about the extent of
the interaction and engagement. Scary!
THE SOLUTION
Forget about your system for a minute
and look at the challenges that your
customers are facing. Understand their
context and feel their pain. Now you
can position your system effectively and
demonstrate how it solves their
problems. If it doesn’t address their
needs, be honest and refer them to a
technology partner who can.
The brain bit: We feel before we think
Simon Sineck has a very simple three
stage process. And it works with how
our brains have evolved. He states that
most people try to sell WHAT they do.
Sophisticated sales teams might talk
about HOW they are different. Few
people tell you WHY you should trust
and work with them. If people believe
in your WHY, they will be loyal to your
brand and your business. That’s why
it’s a good place to start. Simon Sinek’s
model uses three circles to explain.
Interestingly, neuroscience has found
that our brains also work from the inside
out. We feel before we think. Emotion
comes from the oldest part of our brain.
It is what kept us alive in the savannah.
It’s what enables us to form bonds and
connections.
It sits in the Limbic part of our brain,
right at the centre. It acts faster than
our rational brain. The Neocortex.
So, we feel before we think. And it
depends on how we feel as to whether
or not we can rationalise our decisions.
If you get people to feel, and establish
an emotional connection and trust,
their rational brain is able to take over
and understand the benefits of what
you are offering.
why
how
what

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The common challenges of technology adoption & communication by Daniel O’Connor
“IT DOESN’T DO WHAT
I NEED IT TO DO”
This is a familiar theme. A lack of
understanding about the functionality
of technology that is implemented in a
business. Most people only use a small
proportion of potential features of the
system. Many never log in.
THE SOLUTION
As part of our implementation process
in my technology company, we would
deliver communications automatically,
guiding users through a series of
educational messages about the
features of the system.
The benefit of this is that rather than
a download of information all at once,
(much of which is quickly forgotten)
communications can be drip fed.
This enables the individual user to
slowly embed knowledge and be able to
return, revisit and review, time and time
again.
The brain bit: The forgetting curve
It was way back in 1885 that Hermann
Ebbinghaus published a thesis on
memorisation, including his equation
to approximate his own forgetting
curve.
Since then more robust experiments
have been done. But they all end up
with similar results. If you don’t use your
new knowledge, we forget on average
50% of what we’ve learnt within one
hour. Within 24 hours, we have
forgotten 70%, and within a week
over 90% of what we’ve learnt has
been forgotten.
The key point to remember is to train
often, in bite size chunks and ensure
that users apply learnings as soon as
possible.
“I CAN’T LEARN ABOUT
TECHNOLOGY IN THAT WAY”
THE SOLUTION
• Deliver a range of online training courses. Run these live. Record them so they can
be accessed when convenient.
• Make content publicly available. As much as people might turn to the system, they
will equally turn to Google or YouTube for the answer, so don’t restrict access to your
content.
• Make your training manuals easy to understand and reference. Keep text to a
minimum and use images that reflect the system.
• Use an FAQ format, and write these as people would ask them (not how you think
they should be asked). Add to your FAQs as users ask questions.
• Have a well equipped support team on-hand to answer any queries should they
arise.
We know that people learn in different ways. That’s why communication needs to be
delivered through different channels. The more that you can respond to how people
learn, the more they will absorb.
Understanding issues and responces

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In 1991 Howard Gardner of Harvard identified that there are seven distinct intelligences. It is these different types of
intelligence that denote how people learn best. It does not say that only one type of intelligence applies to any one
person, but rather that every person will have a distinct preference. By understanding different learning styles, you
can build communications that appeal to different learners delivering information in different ways.
1. VISUAL LEARNERS
Images help these people process
information. Equally, they might
like to map out how information
relates in diagrams or flow charts.
2. AURAL LEARNERS
Tom Lehrer wrote a song ‘The Elements’
to remember the periodic table. While
most people could never sing it so
quickly, it’s definitely a party piece. Even
having music as a background, can help
some people absorb information.
3. VERBAL LEARNERS
Either the spoken or the written word
is the best form of communication for
verbal learners. They will likely enjoy
writing, speaking and playing with
language. They learn best when they
read aloud or have someone speak the
information to them. They also respond
to quizzes or partnering with others to
learn about the system.
4. PHYSICAL (Kinaesthetic) LEARNERS
These learners need to do activities to learn
effectively. They will respond to hands-on
exercises (both virtual and real). Present
information as an interactive game to get
these learners involved. That’s how they
learn best.
5. LOGICAL (Mathematical) LEARNERS
Logical thinkers might be engineers,
mathematicians or scientists. They have
a unique way of learning. They want to
understand the reasoning behind any system.
Equally, they will want to see how new
technology fits into their role at work.
6. SOCIAL (Interpersonal) LEARNERS
These are people who like to learn in groups.
They want to ask peers for feedback. They
can be great advocates for new technolgy,
helping those who might have difficulty.
Utilise social learners in your organisation
to spread the word.
7. SOLITARY (Intrapersonal) LEARNERS
The opposite to social, they want to learn on
their own and at their own speed. They want
information and training materials available
as and when they need it. Solitary learners
will want to understand why it is important,
how it will help them, and to be able to track
their progress.
The brain bit: 7 types of learners

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The common challenges of technology adoption & communication by Daniel O’Connor
“THE OLD SYSTEM WAS
MUCH BETTER”
When installing new technologies, some
organisations adopt a parallel running
strategy, where two systems run
simultaneously, before full migration.
Others have a specific switch-over date
where the new system fully replaces the
old system.
Some companies will be introducing
new technology to replace manual
processes. Whatever the strategy, you
can be sure you’ll hear a common
complaint. That “the old system was
better, more intuitive, did more stuff,
was easier” etc...
THE SOLUTION
There is not a single solution to fix the
mourning of old processes and systems.
The business should be prepared for
this. They should also need to reiterate,
constantly, the reasons why the new
system was selected. Give these reasons
and prepare yourself and your people
for a period of discontentment before
the new system gains traction.
The brain bit: The adoption curve
In marketing, there is a well known
theory called the Diffusion of
Innovation, or more commonly known
as the Adoption Curve. This was first
published in 1962 by Everett Rogers,
a professor of communication studies.
Rogers’ theory is used in technology
adoption. Demonstrating that in every
market and business, there will be a time
difference in adoption between those
who ‘get’ the change and those who lag
behind. He proposed that there are four
main elements that influence the spread
of ideas:
1. The innovation itself
2. Communication channels
3. Time
4. Social channels
A SERIES OF QUESTIONS
TO START DISCUSSIONS
There are two sides to every coin and questions that both parties need
to consider when selling/adopting a tech platform.
It is always worthwhile to not only consider answers to your own
questions but to understand the types of questions that the other
party will ask. That way you can be fully prepared and able to create a
relationship that will make the selling/buying process easier and ensure
a smooth transition to user adoption and engagement.
A series of questions to start discussions

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The common challenges of technology adoption & communication by Daniel O’Connor
TECHNOLOGY PROVIDERS
– QUESTIONS TO ASK
Brand & communications
• Is our brand and positioning correctly
placed so that people who are not
technically minded understand what
we do and offer?
• How do we communicate effectively
exactly what we do and don’t do?
Referrals & partnerships
• Do we know and trust other
companies who provide complementary
technology?
• Are our clients happy and spreading
a positive word about us as a business?
• Are there potential partnering/
integration opportunities out there
to streamline processes for our clients
further?
Training
• Do we have an online manual with
FAQs to minimise support resource
being used?
• Do we have YouTube video training in
place for quick tips etc?
• Are we regularly speaking to our
clients to ensure that they are getting
the most from the system, would
additional training/support help to
retain a client?
Product development
• Do we have an onward and evolving
development plan in place to add
features and keep our system ahead of
the competitors’ systems?
• Do our competitors have big releases
that are overshadowing our product?
Customer support
• What are the implications to our
clients when adopting our technology
and how can we streamline that process
as much as possible?
• As we grow, do we have a plan in
place to manage the amount of
additional help, support and training
that our clients will require?
• What happens if we have downtime,
is there an emergency plan to
communicate this out to clients
effectively with updates of expected
reconnection times?
• Do we have sufficient data migration
scripts to extract data quickly from
multiple platforms?
• Is there a list of fields and data that
can be extracted from each system so
that clients know what to expect from
data migration to avoid disappointment
or a problem post migration?
A series of questions to start discussions

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TECHNOLOGY PURCHASER
- QUESTIONS TO ASK
Briefing & business planning
• What providers are there that achieve
my goals?
• What are the costs of moving/
adopting technology?
• Who needs to be involved in the
decision-making process?
• How are we communicating our
decision to the business?
Speccing the system
• Will they be able to migrate our data
and how much of it?
• Does the new system integrate with
any of the existing technology that we
use?
• If it does not integrate, what additional
processes may we have to consider?
• Will the system allow us to grow and
change to avoid another big disruption in
the future?
• Does the system have a minimum of
tier 2 hosting to ensure the above and
multiple backup sites?
• Where is the system hosted, what are
their guaranteed upload times and what
downtimes have occured historically?
• Where is the data held, are they
compliant and secure for risk of data
hacks, fires & flood damage?
• Is the provider that we are considering
a stable and well-established business?
Costings
• What are the ongoing costs?
• Are there additional training costs?
• Are there costs for ongoing training
as the business grows and new staff
come onboard?
Project management
• Who will be responsible for driving
the project forward?
• How many hours will be needed to
effectively roll this out and by whom?
Implementation & adoption
• Do they have an implementation
process and what is it?
• How many staff form the support
team/trainers?
• What support do we get for internal
communications?
• What training options are there for
our staff?
A series of questions to start discussionsThe common challenges of technology adoption & communication by Daniel O’Connor

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USER ADOPTION &
USER ENGAGEMENT
The common challenges of technology adoption & communication by Daniel O’Connor
From past experience and studies that I have conducted, it is clear that
end users of a CRM, CMS (and generally most technology solutions) only
use 20% of the system that they are paying 100% of the cost for. It’s a
bit like buying a Ferrari and only driving it in first gear.
A well-used system created by a forward-thinking organisation should
streamline many processes. We know that if a system is used effectively,
it will save time. And saving time saves money. User adoption is about
training. It’s about engagement. It’s about communicating effectively
through the business.
And it is also about recognising that human beings don’t like change.
We’re designed to normalise and regulate. Everything from our breathing
to our body temperature. We know that people take a long time to learn.
And even longer to master.
With advances in technology, AI, big data, and machine learning there
is tremendous potential for providers of HR technology to disrupt the
market. With beautifully designed and well-engineered technology that
can have a tremendously positive impact on businesses. And when your
clients sing your praises, and refer and recommend you, there is the
potential to define a market and become the ‘go to’ organisation.
Daniel O’Connor
E: dan@transformcommunications.co.uk
T: 01225 863846
M: 07944 631106
W: www.transformcommunications.co.uk
We partner with B2B organisations to increase their authority and create
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We accomplish this through expert marketing communications
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If you would like to discuss how we can help you transform your
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