The Key to Driving Actionable and Profitable Business Outcomes with Video

Nearly every business today has some form of video capability for communicating and collaborating. Once an expensive, standalone solution used exclusively by higher-ups, video has evolved into a mainstream form of communication thanks to video integration as part of many company-wide unified communications (UC) deployments.

In fact, videoconferencing and collaboration applications showed the strongest growth among all UC apps in 2014, according to a study conducted by Infonetics Research. An overwhelming 88 percent of respondents said they plan to add videoconferencing to their UC architecture by early 2015.

With network connectivity solutions like fiber increasingly dropping in price, businesses can more easily afford the bandwidth to support video, which is another factor increasing its usage.

With the global enterprise videoconferencing and telepresence market reaching $752 million last year, it’s clear that business leaders are sold on the technology’s potential to drive internal and external communications and collaboration as well as overall revenue generation.

Video has the power to dynamically change the way global and national teams engage across time zones and environments. So why do so many video-enabled organizations still collaborate using slower, archaic methods like phone and email?

While it’s true that video can transform enterprise communications and drive actionable business outcomes, it’s also true that many executives keep video in a technology silo completely unrelated to their overall business value. Video may have been initially deployed as an enticing tool for employees, customers, partners and key stakeholders but since there were no business outcomes identified for its use, the technology can get relegated to a corner to collect dust.

For the sake of your organizational productivity and engagement (as well as profit), this needs to change.

Executives should make video a seamlessly-integrated part of their day-to-day business communications and collaboration, and this requires them to re-evaluate the state of their organization. They must reassess their current processes, for example, as well as their business value and their workforce. It’s an introspective process that will likely lead to fundamental organizational shifts.

To begin this process of self-assessment, consider things first from a cultural perspective. Video can change the entire DNA of your workforce for the better if approached correctly.

The question among execs, then, seems to be how to make video culturally acceptable. Consider whether your workforce is comfortable with communicating using video. This will be largely determined by the generational ratio of your employee base. If your workforce is comprised of Generation Yers (ages 25-35), then this is likely something they will want–Millennials are defined by their desire to work in collaborative, team-based environments.

Conversely, non-tech savvy workers, such as the Baby Boom generation (ages 51-69), may find video difficult to adopt.

If you’re unsure where to start but know that you want and need to effectively implement change, consider integrating video solutions such as Avaya Scopia within specific workgroups that are looking to become more engaged. These trailblazers will serve as great examples for the workers who choose to follow.

Once you have surveyed the state of your workforce, you must then determine what purpose video will serve within your organization.

Just like any other technological investment, you must identify the desired business outcomes of video usage to see optimal success, adoption rates and ROI. If you have video but haven’t identified where it is going to live or how it will function within your organization, you will experience low adoption. It’s as simple as that.

Business leaders must ask themselves what role video will specifically play in business processes, workflows and day-to-day tasks  to yield the most immersive user experience possible.

That is ultimately a question only the executive can answer. However, I know that without definitively outlining the business outcomes, companies will be plagued by a high-quality video solution sitting in a silo and experiencing a low take-up rate.

So, let’s say you have collective buy-in from employees and have identified your business outcomes. The next logical step involves making video an embedded part of day-to-day communications.

If video is not seamlessly and intuitively part of your day-to-day applications and workflows then it will be extremely difficult for employees to adopt, as well as difficult for you to realize your business outcomes.

By embedding video within a portal or application, for instance, or embedding video across departments to cross-communicate, you will experience massive adoption, increase your ROI and, best of all, optimize the way your employees work.

With video being part of an application and intrinsically available company-wide, marketing can collaborate in real-time on a drip campaign, sales can have an ad hoc meeting to discuss contract changes, or a manager can communicate with a developer to receive by-the-hour updates. A supplier or customer can even be added to the mix to provide immediate feedback, generating another perspective on the development to drive greater productivity.

Embedding video into everyday business workflows is going to dynamically change the way businesses operate. If executives don’t look at embracing video or embedding it into daily workflows, they are going to miss a huge opportunity to create better branding for themselves. They will be missing an opportunity to be immersive and innovative, dynamically changing the DNA of their business.

I’d be willing to bet that many of your competitors will not make the same mistake. As such, they will be able to surge ahead in critical areas such as innovation, communication and business execution. So, after reading this, what do you plan to do to begin optimizing video within your enterprise?