Note to businesses: If you want to promote video collaboration in your organization, deploy user-friendly video conferencing systems in your meeting rooms. That’s one of the major takeaways from a new paper by Wainhouse Research, “Profiting From a Business Video Culture.” The study notes that end users consider video conferencing in a dedicated room essential to the workplace video experience.
This also holds true for those of you working in mid-market companies, where PC-based collaboration is the most common use of video conferencing. Forty percent of mid-market employees use video conferencing at their desktops on a daily basis. Think that would make room systems unnecessary or unwanted? Think again.
According to Wainhouse, the frequency of use leads to a better impression of video conferencing, with most respondents saying they would participate in it more often if it were available in dedicated rooms.
Some major takeaways from the Wainhouse report:
- Among those who attend video calls at least once a week, they prefer dedicated room conferencing over PC-based video calls.
- The availability of room-based systems makes end users more likely to take part in video conferencing in other venues (huddle rooms, desktop, mobile).
- Companies of most sizes overwhelmingly prefer video meetings in conference rooms
Regarding frequency of use and perception of video conferencing, additional research might determine whether familiarity with the technical aspects of launching calls leads to a more positive impression. If so, automated systems might close the distance in attitude toward video conferencing between frequent and infrequent users, and increase its adoption in dedicated rooms. The preference for rooms among frequent users might also be sourced to the higher quality of the video and audio, and with them being controlled environments (no background noise or coworkers interrupting you at your desk, both of which can disrupt PC calls).
Benefits of Video Collaboration
As we use video conferencing more often in the workplace, we are working together to address challenges and complete projects. The use of video conferencing in companies of all types and sizes reflects a need to improve employee engagement and productivity. Other benefits include:
- Trimming travel costs
- Enhancing teamwork with internal and external stakeholders (colleagues, clients, customers, partners)
- Attracting the talent that expects a collaborative culture
Room-based video conferencing systems provide these benefits while adding another set by virtue of their location: enclosed areas that don’t have the distractions of the calls you take at your desk, and that have been designed for a high-quality experience.
If your mid-market company is like others, with a high percentage of PC-based video, you already have a solid foundation on which to build and extend these benefits across your organization. As you do your research and talk with potential service providers, you’ll want to make sure they can provide the same quality of meeting-room video collaboration you’d expect is afforded to the largest companies. That includes a consistent, positive user experience that promotes adoption. The services supporting that quality and your users must be global or nationwide in reach while also addressing the challenges of individual offices and ensuring that all locations are receiving consistent service.
Read the Wainhouse Research paper as you consider an expansion of video conferencing that would improve productivity, employee engagement, and talent retention at your company.