Psychology and Technology | Digital Strategy 2

Psychology and Technology | Digital Strategy 2

I have written before about Digital Strategy and this on Psychology and Technology is the follow-up.

I have spent most of my career demonstrating how technology can be demythologised, demystified and made to in collaboration with . Mostly want things to just , like their TV or their Car, they want technology to be there for them but in a quiet calm, effective and way.  They forget all that goes into the car to ensure it is fit for or these how much additional technology is ed and d to watch digital TV.

Human factors are so important where technology is concerned, especially information technology. I have ed with a number of companies that have grown organically and then ed to look at technology strategy.  Often unwilling at first to step outside of the box…(and why should they, the large tech companies spend millions on sales pitches that encourage staying in the box you love) most grasp the idea that as they and their have transformed, their attitude to, and of, information tech must change also.

This can mean restructuring and re-strategising their in-ho IT; it can mean buying in expertise where it’s ed – like getting a social media expert rather than the new young intern who happens to be hip; or it can mean looking at IT from the ground up and building something that will last and well into the future.

Psychology and Technology

Something caught my eye the other day as I was investigating Infection rates for a job, it was an article on human factors and infection control and it got me thinking about how we expect to bend to technology and do not create tech that bends to them.

Managers can dictate to the force what they need and the associated benefits; often not asking them what they need.  In terms of infection control, lets take those gel dispensers you see in hospitals and care homes, at a height you can see them and them in bright colours often with a sign, yet 25% of footfall might be children, all of whom have picked their nose (MRSA) and scratched their bottom (Norovirus) but been too small to see the gel dispenser and perhaps too small to read the notice.  On the other hand it may be that each person coming in understands the reason to hand rub on the way in but not the way out (or vice versa) beca whats in it for them? Further research says washing your hands throughly is more significant in reducing hand borne infections!

So you present your staff with a CRM or an integrated -flow ERP, it’s what the sales person from the enterprise software company said would do the trick and your IT manager  feels comfortable fixing all this stuff and getting the support team to run round, (and they have ed on this before somewhere else they were employed), s/he says it’s the thing to do.


IT staff prefer what they know already, to prove my point if you don’t already have a mixed environment, next purchase ask for something outside the loop, say why are we using HP servers why aren’t we using a Linux server or something similar, or why can’t we have more Mac desktops and if there are no Mac on the IT team watch them argue vociferously against it.

Psychology and technology psychology and technology - 41fOSXzFmGL - Psychology and Technology | Digital Strategy 2

In my early of IT support we d to talk about troublesome rs being downgraded to pencil and paper and to be honest its a great place to start, if you can do it with a pencil and paper and you dont to store the info why are you paying for tech,  but best of all out what to support them in their job, out the simplest way of providing and supporting it and most of all training everyone and getting them to buy into the idea.

Moving to a future point you have made your tech investment, and the staff have to now ensure everything runs through it, but actually they have a slightly different way of following sales, product delivery etc than you realised and this is sort of above their head and they can’t really understand what it does for them.  They know it will give you lots of stats on how things are going but how does it benefit them, so they begin to bypass bits of it, they don’t really see the full value of  ‘WonderCRM’ or ‘CloudERP’. The system doesn’t quite click but the IT dept are having a field day supporting it all, you have your first set of stats and are struggling to understand what the figures mean for you and your and there’s no going back.

So as part of your digital strategy, don’t have a finance manager who also runs IT, and don’t have a tech-head IT guru. Have someone who understands psychology, who nows some about marketing and a bit of inward marketing at that, who knows about buy in and has read  Thinking Fast and Slow by Daniel  Kahnemann. That’s why more and more companies are ensuring they have at IT head, IT director level, that can bring psychology and technology to the table. Or they have leading the that can bring psychology and technology to leadership. Discuss it further on our Q&A forums 

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