Web-to-Print Portals: 12 Steps for Getting End User Buy-In, Boosting Utilization
A lot of Toro's salespeople, for example, want to take the print flyers and use them in an e-mail blast, so the company has increasingly added digital assets based on how salespeople use the system.
11) Keep the feedback line open and respond to user requests. Users themselves know how they want to use the W2P portal, so getting their buy-in includes listening to what they have to say and responding to that feedback.
When Toro first launched its W2P solution, it started small— just a few templates—but, after its Webcast, it started to get requests from distributors and sales reps with ideas for products they'd like to order (including the ability to use assets across both print and digital channels).
12) Have a champion inside your client's company. Successful Web-to-print rollouts have a champion inside the client company who understands the value of the portal and works to facilitate adoption internally. This includes marketing, sales and customer service.
"Every W2P portal needs a champion," says Pageau. "There always needs to be one key person to spearhead it. The worst-case scenario is when management hands responsibility off to someone who doesn't want the job. Or, if it's handed off to multiple people, they don't share responsibility well or can't agree on who is supposed to lead it."
The willingness to find an internal champion is so important, Pageau adds, that if Darwill does not get cooperation from the client or if the customer cannot get someone to take on that role, the site may need to be shut down. Conversely, if there is a champion within the company, enthusiasm spreads.
In the end, getting user buy-in is not a mystery. It requires a steady, consistent and thoughtful approach to training and education, good followup and responsiveness. Products and function need to line up with the way clients are actually placing orders and the kinds of products they need. Users need to see and experience the benefits of the new document portals, have a positive experience when interacting with the system, and know that the team behind it is accessible and responsive when they have questions, problems or suggestions.