Social interaction is critical in the diffusion of all innovations
Properly conveyed and clearly communicated, word of mouth can become a terrific tool to enhance the adoption of a particular change such as the introduction of a new technology. Focusing on the two most critical stages of the adoption can enhance the possibility of success even more. Readers will learn how to achieve these goals in this article.
User emotion. Employees may experience a broad range of emotions when adopting a new technology, ranging from enthusiasm, indifference, to anger (Klein and Sorra, 1996). Based on the findings of the case study and the literature review on organizational changes, we chose enthusiasm and anxiety to represent employees’ emotion.
To curb the tendency to remain quiet, managers should, “Tell employees what is known. Answer questions that can be answered and explain why others cannot be answered” during system implementation (DiFonzo and Bordia 1998, p. 299). To minimize users’ negative reaction when information changes (which it inevitably will in a complex project), managers should acknowledge that certainty or uncertainty underlies the information. Giving your best estimate of what you think will happen today, and acknowledging when/why you think it might change will satisfy the short-term need for information, while creating the expectation that things are subject to change. In brief, timely and thorough communication initiated by management plays an important role in stimulating enthusiasm among employees, whether the technology is mandated or discretionary. After all, enthusiasm is the essence of buy-in. When employees are enthusiastic about a new technology, adoption will follow more naturally.
Reprint from Ivey Business Journal
Reprint from Ivey Business Journal
[© Reprinted and used by permission of the Ivey Business School]