cultural change and digital transformation is driving adoption of online collaboration - Productivity Blogs | MeetingZone
How cultural change and digital transformation is driving online collaboration

How cultural change and digital transformation is driving online collaboration

Exploring the relationship between cultural change digital transformation and the adoption of online collaboration

There’s a lot of talk about the need for a cultural change within an organisation to new ways of working, before digital transformation can take place.

This view is too simplistic. In reality the landscape is far more complex and diverse. The amount of cultural change required is directly linked to where the customer is on their collaboration journey.

Research group Gartner recently said in 2017 “Culture and people are the biggest barriers to successful digital transformation.”

Understanding this from a reseller perspective is vital to make sure that we know where the customer is on their collaboration journey and how to take them to the next stop along the way.

Wainhouse Research have created a model of this journey. Whereabouts are you?

Contrary to the things you read in industry publications, not everyone has fully embraced the new digital world of unified communications. Many of our customers are still silo’ d and are very happy to be so!

But we also recognise that some companies have gone beyond this traditional world and the momentum is building in this direction.

In our experience of training and rolling out online collaboration services, we’ve seen a vast difference in the amount of cultural change required, depending on the region, industry sector and employee profile of the organisation in question.

It’s worth examining these three aspects in more detail:

UC Lifecycle

                                                                                                                    Wainhouse Research, Enterprise UC Lifecycle

1. Some regions are further down the collaboration road than others

Take my own country – Sweden, flexible working has been heavily promoted over the past 15 years whilst in other parts of the world this journey has just started.

In the UK, the culture of remote working seems to be taking hold in a big way. In a recent survey (June 2018) carried out by MeetingZone, 82% of people said that their employer allowed them to work remotely.

In the US, 43% of Americans report spending at least some time working remotely, according to a 2017 Gallup study.

It’s clear in our view, that there’s a lot of momentum behind the drive to remote working and online collaboration.

2. There are big cultural differences depending on industry sector

From our own experience, we’ve seen big differences in the extent of digital transformation which is consistent across most regions.

But now, some sectors you couldn’t imagine collaborating online with their customers a few years ago, are booming. For example, online medical help is transforming the way healthcare is delivered. You can now chat or jump on a video call with a doctor, giving choice and flexibility not only to the customer - the patient, but also to the supplier - the doctor.

Education, courses can be run globally for broader audiences with students being able to attend lectures remotely, work in teams from different time zones, using persistent chat and file sharing tools. Lecturers can run 1:1 sessions via video conferencing and file sharing, as well as small group tutorials.

3. The digital natives are taking over!

The next generation are more open to online collaboration because they know nothing else.

When I was young I met my friends and we would play Monopoly, cards etc. all around the same table in the same room. When my sons play games with their friends, they’re in front of their computers or on their phones in different homes, connected by headset and microphone playing in teams against other teams across the world.

They’re constantly discussing and chatting through options and strategies - “you take that one down” “watch your back”, “if you hide behind…” etc. In other words, they’re used to collaborate remotely, at a distance with their friends to build strategies and to then execute on them.

These digital natives are the new wave of employees filtering through to management level. They expect companies to operate this way, and have a direct part to play in shaping and changing the culture of organisations.

Where are you on your collaboration journey?

Wherever that may be, MeetingZone are well placed to advise you. Feel free to contact me at



Cultural Change, Online Collaboration


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