Productiv Insights: How feature-level engagement analytics helped an enterprise drive Zoom adoption
Authored by: Munish Gandhi
At Productiv, we partner with organizations who want to know not only if their applications are being used, but how, why, and where those applications are being used inside the organization. In fact, one of our largest customers was grappling with these very issues with regard to their Zoom roll-out. They – like many other organizations we work with – had recently decided to make the leap from an existing video conferencing solution to Zoom.
Given the big bet they were making, they rightfully wanted to ensure that Zoom helped them drive stronger internal collaboration across the enterprise. More explicitly, they wanted to see that employees were actually using the key Zoom features that had gotten IT excited in the first place, like high-quality video and easy screen-sharing.
On the surface, Zoom adoption seemed to be going well: 70% of provisioned users used Zoom at least once a month. But our customer still had questions. Were employees embracing video? Had they started using screen-sharing so everyone could collaborate live? Were they migrating off the legacy applications?
The IT leader knew that video conferencing represented both a technology change and a significant behavioral change for users, but didn’t know how exactly to shepherd that change inside the organization.
This is where Productiv came in. With our engagement analytics, we dove below the surface and uncovered two actionable insights:
- Feature engagement was low: Only ⅓ of provisioned users regularly used the video feature — the rest largely used Zoom as if it were a desk phone! Additionally, a similar percentage — only about ⅓ —used screen sharing. Certainly not what an enterprise wants to see after they’ve made a big bet on a game-changing technology.
- There were large pockets of adoption laggards: Productiv’s HR system integrations pinpointed users in specific teams and geographies who weren’t adopting Zoom. Although Zoom engagement was high in the Sales organization, adoption within the Operations team was meaningfully lagging. This wasn’t trivial, as Operations was the largest department in the organization.
In particular, Productiv uncovered that Operations was still using the legacy conferencing applications to send private messages, holding the team back from fully migrating over to Zoom. These actionable insights enabled IT to partner with the relevant business heads to double down on enablement efforts for specific teams; further, IT used Productiv to deliver notifications that educated and encouraged targeted users to adopt Zoom.
Additionally, Productiv enabled the customer to set specific adoption goals within the product and track up-to-date attainment against these goals, allowing the organization to stay nimble in their engagement efforts.
Once areas of improvement had been pinpointed and prescriptive actions had been taken, managing the different license tiers across the enterprise posed a whole new set of questions. Like many Zoom customers, this organization had a mix of Basic and Pro licenses, assigned to users based on individual requests. But the process of constantly responding to tickets for Pro upgrades was both tedious and time-consuming; meanwhile, IT suspected that many more users could benefit from Pro features but didn’t know to ask.
With predictive modeling, Productiv configured rules that anticipate license needs. For example: based on an individual’s activity, might they need to be upgraded to Pro in the near future? With our automated license upgrade process, the customer can precisely and seamlessly execute on these customized rules and dynamically ensure that the right user has the right license at all times.
Productiv application engagement analytics helped the customer realize the 70% login figure didn’t provide important feature-level visibility into how Zoom was being used in the organization. If solely reliant on that figure, IT would have been mistakenly satisfied with the organization’s Zoom usage and wouldn’t have been able to maximize the value of their Zoom investment.
We know that IT leaders are faced with a barrage of mission-critical questions like these every day. Join enterprises like Fox and Equinix and partner with Productiv to answer them. Sign up for a demo today at productiv.com!