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3 Trends Driving the Demand for Video Collaboration

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Woman at laptop on video conference with several coworkers

Business change is often driven by technological change, and workplace communications are no exception. Digital connections have transformed how we interact with colleagues and customers. Where we once simply swiveled around in our chair to discuss a project with team members, we now send emails, chats or texts instead…no matter if our coworker is across the room or across the globe!

But just as technology changes our behavior, our behavior influences the technology we adopt, both individually and as a business. You can see it happening right now, as several workplace and business trends accelerate the adoption of video to improve collaboration in the enterprise.

Today, more and more organizations are recognizing the contribution video can make to both the top and bottom lines. The good news is small and medium-sized businesses can enjoy the same benefits as the bigger players. There are plenty of signs they should move quickly to put this powerful communications tool into the hands of their workforce.

The 3 trends listed below explain why:

1. The Distributed Team. The trend toward embracing remote workers and distributed, flexible teams is accelerating. Such teams include freelance workers – a group that’s expected to make up at least 40% of the workforce by 2020, according to Intuit – as well as full-time permanent employees. Over the next couple of years, businesses will place greater importance on collaboration, says workplace guru Dan Schwabel, as they begin to emphasize team performance over individual results.

To handle that, IT will need to provide tools that enable faster, more effective collaboration. Video will be a big part of this solution, especially if it’s integrated seamlessly into the company’s communications solution.

2. Customer Experience. The rise of social media and the Internet has put consumers in control of the brand relationship. Consequently, companies must focus on ways to deliver outstanding end-to-end customer experiences. Video can play a significant role in delivering better support and service. One scenario: Field technology agents use video as to diagnose and solve customer problems on the spot.

3. Millennial and Gen Z Workers. The Millennial generation – 53.5 million people strong – is the largest share of the workforce, surpassing both Gen X and Baby Boomers, according to the Pew Research Center. They’re a highly networked, technology-smart generation that’s comfortable using video-chat apps such as FaceTime and SnapChat.

But right behind them is an even larger cohort: Generation Z, comprised of some 60 million digital natives. They’re the first generation raised in the era of the smartphone, so they’re both mobile and adept at video communications. As they enter the workforce, they’ll strongly prefer tech-savvy employers. Companies that fail to match their expectations may find themselves losing top talent.

These trends indicate a strong future for video in the workplace, so businesses looking to build modern workforces and create better experiences should pay attention. Video will be critical for attracting the best talent, fostering greater collaboration among employees, and delivering better customer experiences.

ShoreTel recently announced a new video collaboration partnership with StarLeaf. Learn how StarLeaf technology integrated with ShoreTel Connect CLOUD will enable multiple users to join a video call with one click.

 

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