- Forrester Councils
- Councils Overview
- log in
Posted by TJ Keitt on March 23, 2011
Last night I had the pleasure of attending a customer case study session hosted by Cisco. Representatives from two clients -- SmithAmundsen (a law firm) and Republic Services (a waste management company) -- discussed how they were deploying Cisco unified communication and collaboration technology within their businesses. While the two speakers presented compelling stories about the need for collaboration within business, what caught my attention was where their companies received value. The constant refrain was these technologies saved money on travel, office space and IT expenditures. This isn't a new story: last year at Cisco's Collaboration Summit, Vid Byanna of Accenture mentioned that travel cost reduction was a big driver for his firm adopting desktop video technology for its remote workforce. Nor is this a Cisco-specific story: I recently published a report that shows the majority of content and collaboration professionals say travel reductions is the #1 benefit of collaboration software. But does it teach us the right lesson about the value of collaboration software?
In general, when we think about finding ways to let employees come together in groups to do work, we assume some type of business benefit: faster problem resolution, more innovative ideas and quicker time to market are a few examples. So why, in a business world where 42% of the workforce is mobile, do just 19% and 9% of content and collaboration professionals see improved innovation and faster time to market, respectively, as outcomes of using collaboration software? I have a couple of ideas that I'll be testing in my research going forward. I think this disconnect springs from one of three places:
Forrester has argued that remedying these issues requires content and collaboration professionals to align their technology decisions with the needs of their people, their business's objectives and a scenario-based strategy. We call this POST (People, Objectives, Strategy, Technology), and my colleague Ted Schadler has a great report outlining this methodology. The work now, though, is to understand how the scenarios I've just described are playing out in business and how methods like POST can help these businesses better align their collaboration technology with a collaboration strategy.