Collaboration software and services is one of my favorite topics with clients. I am a proponent of the technology and encourage all to put it to use. As an early adopter of JotSpot, I appreciate the value and ease of use associated with browser-based collaboration.
Years ago, I worked with a client and their 800-member sales force on using the subscribe feature for Microsoft Office documents. At the time, we maintained price sheets that would help the sales team configure the pricing of various components and modules into a finished assembly. We wanted to be sure the sales reps used the most current prices, or take advantage of new modules. The subscribe feature would alert them to access the new version of the price sheet.
Today we employ collaboration with clients using online tools that can reduce the amount of replicated documents, or offer a discussion forum during online meetings. I am confident you have favorites of your own. Much like using the record feature in GoToMeeting, we continue to discover new features and enhancements the more we use these tools.
However, even the best software and online services can’t replace phone or in-person conversation when it comes to high-quality client management. Two recent experiences have made me draw into question whether companies (and independent groups) are losing sight of the customer (or members) in the desire to find more productivity through online software and services.
In one case, the communication needs of the group quickly matured from email and attachments to a member-only blog. At first, it seemed to work well. However, it rested upon the notion that people would access the blog on a regular basis. The group quickly reverted back to email, but sought a solution for sharing documents and notes from the in-person meetings. They chose to transition from the member-only blog to Google Sites.
This new platform gave them a collaborative foundation, and storage of documents, with the ability to notify members (via email) of changes and additions. It appeared to be the best of both worlds, but soon fell short as the group participation began to wane. “Out of sight, out of mind” took hold, and soon the responses fell to a trickle, or not at all. In an effort to reclaim lost ground, some of the group members proposed getting together in-person, more often.
My most recent experience brought this to light even brighter than before. In this example, we are acting in a role in-between our client and their vendor. We are monitoring the rollout of a new product and service. Initially, the client and vendor used Zoho Projects as a collaborative solution. It appeared to offer a level of communication and project management on a 24/7 basis. The attempt was to minimize phone calls and emails while offering up-to-date information on the progress of application development.
When this began to fall-short of expectations, the vendor proposed a move to use Google Docs. Here, all of us could review the progress in a more familiar way, i.e., a simple document presentation of the information. But, as each document was changed, it was like using a Webcam to monitor your child’s nanny; in order to find out what was going on, you needed to login from time to time.
The end result of the Google Docs experience was a loss of communication compounded by a feeling of not knowing what was going on, and fearing the worst. Here’s where the notification in Google Sites would be an advantage; I believe only the spreadsheets in Google Docs supports notification – from what I read in the Help and Support section, that has its own set of problems.
We have found that although online collaboration tools and services can add benefits to your business, if not carefully monitored by the users, they can quickly fall short of the goal and jeopardize an otherwise sound relationship. To overcome this potential pitfall, I would encourage you to add the dimension of phone or in-person communication to supplement collaboration technologies such as those mentioned here. Using these tools can reduce travel, meeting time, and unnecessary email exchanges; but don’t forget to introduce the personal touch along the way.
The other concern that has begun to materialize for us as an outside consulting firm – or N2tech’s software development business – is the proliferation of these tools across our many clients (and their vendors, or customers). It’s like having a dozen word processing applications on your desktop, each with its own set of taskbars and features. The mental adjustment you have to make when you are familiar with one and not another can be painful. Sometimes, picking up the telephone is the best solution.
I would be interested in hearing about your experiences and what you have found using collaborative software and services. For those of you who use these tools outside your organization, i.e., with customers or vendors, what has been the biggest benefit in doing so? What is lacking, or failed to meet your expectations?
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