Companies can get caught in a cycle of revolving information solutions—always chasing the next big thing—without understanding what went wrong
Tarrytown, NY (PRWEB) July 20, 2015
InfoDesk is introducing User Engagement Support, a client aftercare program that provides a comprehensive marketing and promotion assistance, including one-on-one consultations and a customizable guidebook with best practices, templates and examples. The new User Engagement Support, available later this month, is designed to ensure a successful launch and sustained usage of InfoDesk information products and solutions.
“Time and again, perfectly good business information solutions fail because of low usage,” said Sterling Stites, InfoDesk CEO. In most cases, this has less to do with the quality of the solutions than with ineffective awareness and engagement efforts. To address this, InfoDesk has formalized a User Engagement Support program that breaks down promotion process into manageable steps that, when followed, almost guarantee success.”
The User Engagement Challenge
“Change is hard,” said Stites. “As anyone that’s ever changed their personal email address can tell you, getting everyone else to start using the new one can take months, even years.” Getting people in an organization to embrace new technology, start using it and actually change the way they “find, read and share business intelligence—is no small challenge.”
According to Stites, the real challenge organizations face with implementing information solutions is often not a technology issue at all—it’s a marketing issue. “The success or failure of most information solutions truly rests on the ability to get people to change their behavior,” he added.
What’s Not Working?
The launch of a new business information solution, such as a new custom daily news brief or online competitive intelligence portal is an exciting time for the client and vendor alike. It marks the end of what is often a long sales process, entailing extensive proposals, bids, negotiations and implementation efforts.
“The new launch is really just the beginning of the next phase of the business relationship—user engagement,” said Stites. In our experience, “a bungled launch can severely damage or even kill that delicate relationship.”
In such cases, the culprit is usually a lack of “ownership.” That is to say, it was never made clear who (exactly) would handle the launch and subsequent promotional efforts—or what (exactly) they would say and how. “User engagement cannot be left to chance,” Stites added.
What it’s costing
“When information solutions fail due to low usage, the costs are considerable,” said Stites. Ineffective user engagement wastes money, time, hurts brands and damages careers. Further, “companies can get caught in a cycle of revolving information solutions—always chasing the next big thing—without understanding what went wrong.”
How To Drive User Engagement
“Driving user engagement is really just effective marketing,” said Stites. Many librarians and IT professionals aren’t well versed in marketing. Accordingly, InfoDesk turned to its own internal marketing team, headed by Sean Smith, VP of Marketing, to help InfoDesk clients create and implement effective user engagement programs.
According to Smith, when it comes to driving sustained user engagement over time, “it’s not enough to send out a few launch emails telling people about the new tools and hope for the best. You need to develop a solid plan that addresses goals and expectations; ownership and execution; efforts and timeline; and benchmarks and ROI.”
InfoDesk marketing has developed a step-by-step User Engagement Support program that addresses all of these areas. Further InfoDesk works directly with clients to customize the program to meet their unique requirements, create company-specific promotions and make sure the program is executed effectively.
“The new User Engagement Support program is the result of years of working with clients,” said Smith. “We’ve created an easy-to-follow program that spells out exactly what needs to happen, when and by whom.” InfoDesk has already begun introducing the program to current clients and will offer the program to all new InfoDesk clients as part of their standard annual agreement.
For more information about User Engagement Support, contact info(at)infodesk(dot)com or call 914.332.5940 (US) or +44 (0) 7712 707376 (UK).
InfoDesk (http://www.infodesk.com) is a business intelligence platform that helps organizations manage, deliver and share all of their content resources. For more than 15 years InfoDesk has helped some of the largest multinational corporations, top government agencies and media companies maximize their information resources. InfoDesk is based in Tarrytown, NY with offices in London and Washington DC.