Ahead of the upcoming ScaleUp 360° Digital Business Collaboration Europe – the digital event for decision makers working on the internal digital collaboration tools and platforms, we interviewed Tobias Becker, Sales Enterprise Manager at LogMeIn about his session “Digital Collaboration – a brief overview of solutions which can help you to prepare for the new norm’’.
I am a Manager of Enterprise Sales at LogMeIn. Our clients are companies with more than 3000 employees within in Germany, Austria and Switzerland.
From our point of view, one of the key things really is trust. It is not so much about the technology; trust is a key driver. The other thing we often hear from customers is that there is a shift in the company culture required; people need to be prepared for this new working culture and this culture needs to be driven top-down.
It is really important that the leadership team (top-down from the CEO and middle management) leads by example, uses and adopts these technologies and digital tools and the employees will follow. On the other side, the company, and especially often the HR department or the direct line manager, need to address the questions and concerns of the employees. It is a new world for them as well and training for the solutions & the technical stuff is often required.
In general, facilitating how this work is done and how it appears is something that needs to be driven by the company and the line managers. In addition, the technical solution itself is key and from our point of view, it should be user-friendly, stable and reliable so that people feel comfortable using it. There is nothing worse when you start a video conference for the very first time and have to waste 20 minutes trying to figure out how to join the meeting or how to see each other and so on.
The final point in the context of establishing effective remote working environment is to have a communication structure that is adapted. You need to have different channels that are available, traditional means of communication like e-mail, but also video collaboration or a chat group; a structure that allows frequent personal communication with your employees by video call or collaboration, not just text or email.
In terms of the trends and topics, I would say that the pandemic was a booster that has accelerated something which was already on the radar for the next 3 to 5 years: more digitalization, more remote and flex work. That is something we have been hearing from our customers which was in their plans but not yet fully executed, however it has become reality of the working culture from one day to the next.
What we see as the “new norm” will not mean that people will all work from home 100%. It is rather the case that this new norm will mean more flexibility in the working life in the future; a kind of “hybrid” culture where you work a few days at the office and a few days at home. Especially in the beginning when it is likely that not 100% of the team will simultaneously return to the office, it means that half of the team will work from home and half at the office; this is something we will see short term.
In the long term, this means that a lot of people will learn that is not complicated and that a lot of things have worked relatively well during the pandemic, so we think the skepticism from managers and employees, will reduce even more so; this will lead to a higher acceptance of flexible work. I believe it will also address topics such as younger generation expectation of more flexible work environments. For example, we conducted a survey where nearly half of the individuals that took part were prepared to accept less pay for more work flexibility. The digitalization has just made a jump, and this is something we will see a lot more into the future.
A final trend that I expect to see develop are virtual events and trainings, something that was also a requirement over the last couple of weeks, which helped a lot of companies to really engage with their customers, partners and employees and found different interaction opportunities that will remain going forward. It will be an add-on to onsite events, a key in the training strategy for your employees and workforce since there is an opportunity to do that in a virtual environment instead of having to travel or be in the same room.
I would say we offer a very broad set of solutions. We are probably well known for our GoToMeeting and GoToWebinar that is a product a lot of people use and are familiar with. These products greatly help collaborate and communicate successfully when you work remotely, when your teams are not in one location; that is the product which helped the most during the pandemic.
We also have other solutions and tools that play an integral role in the whole digitalization area. For example our chatbot solution Bold360, an AI powered digital engagement platform which provides relevant information to your customers or front line employees across digital touch-points such as self-service, live chat messaging or conversational chatbots.
The other product which I believe is a very critical step towards a more secure digitalization is our secure password management solution, LastPass. This helps organizations prevent hacks or breaches as passwords are better secured.
What I believe is key for GoToMeeting for example, is that our solution is very easy to use, it is easy to join and pretty much self-explanatory. We always try to make it easier for the user to start and run the meeting because a collaboration solution is only successful if there is broad adoption within the company; otherwise, it will not be a very successful project. For example, cellphones were so successful because they are easy for everybody to understand and use them, and that should be the same for a collaboration platform.
Of course, reliability, stability and security are also key and that is also something which GoToMeeting definitely delivers, but the “easy-to-use” part is key. For example, we provide free trainings, free onboarding and free dedicated sessions to the key users so that they feel comfortable and empowered to start running online meetings by themselves.
In general, such events, in both the virtual but also physical environment, provide me with an opportunity to learn from others, hear from various companies and customers about industry trends and about what is going on in their organizations, different perspectives etc. This is something I can bring back to my company and my team to incorporate into our approach or understand where the trends are going and where we need to position ourselves in the future.
Employee experience and building culture are particularly important for us. We believe that growing and thriving in the new normal is ultimately about people, not technology.
You can watch the interview with Tobias Becker here:
Don’t miss ScaleUp 360° Digital Business Collaboration Europe
The digital event for decision makers working on the internal digital collaboration tools and platforms