The client is a large global financial institution with over 50,000 employees. Over a period of fifteen years, they had implemented a range of different Digital Asset Management solutions and initiated various disconnected strategic DAM initiatives within individual departments. The result was a mix of provisions with varying degrees of effectiveness ranging from some large asset repositories which were widely adopted through to niche, production-oriented facilities that had small, but very loyal groups of users.
Few of these were properly integrated with each other and it was difficult to gain a clear view of all of the enterprise's digital assets. The client had attempted to consolidate all these different libraries into one portal to be used globally and made substantial investments into product licences and professional services. The result had not achieved their ROI expectations and resistance was encountered from users of existing platforms as well as indifference and lack of adoption by those who did not previously utilise any Digital Asset Management technologies.
Daydream were initially asked to devise an educational programme to help encourage more employees to adopt the new portal. We analysed the provision and recommended that instead, an audit of their existing DAM facilities was carried out to identify why it was not finding favour. We gave the client some instruction on how to carry out this exercise themselves using in-house resources and provided additional guidance as required.
After reviewing the results, it became clear that the Digital Asset Management needs of employees were highly diverse and although technically sophisticated, the new global portal would require substantial customisation to meet the needs of enough users and achieve its pre-implementation adoption targets. This was likely to incur significant costs which would affect their ROI and there was still a risk that it might be ignored by staff anyway.
A factor uncovered by the review was that the training for staff who had not previously used a DAM was entirely focussed on basic functionality like logging in or simple keyword searches. More demanding topics such as uploading files and cataloguing assets with metadata were not covered. This meant a very limited range of assets were available on the portal because not enough people knew how to do it. We determined that an optimal strategy was to sub-divide the requirement into new and experienced DAM users. Where the latter group had already invested into a solution that was effective, they were permitted to continue to use it, but only if the assets were integrated with the main portal and a programme to centralise authentication was initiated. This enabled them to continue to use systems they were familiar with, but in a manner that was more compatible with the enterprise's wider Digital Asset Management objectives.
A centre of DAM excellence was established on the client's intranet in conjunction with some internal meetings and in-house training webinars. Working groups from across the business were encouraged to share experiences, information and best practices with the intention that they could learn from it and contribute knowledge. For users who had no prior experience of Digital Asset Management, training was re-focussed towards asset ingestion and developing expertise about metadata and findability concepts.
Where previously, the portal had been under-utilised and was regarded by some as an expensive mistake, in its new role, it provided the core digital asset management infrastructure to enable improved access to assets which has previously been locked away within individual departments. The strategy was cheaper and lower risk than a customisation exercise, avoided antagonising experienced users and encouraged them to participate as well as share their best practice expertise about Digital Asset Management topics.
Summary of Results Achieved
- 56% increase in the number of DAM portal users (when measured across all nodes)
- 650% increase in asset volumes.
- 12 existing systems integrated with each other using the new DAM portal as the conduit
- 78% cost saving achieved when compared with projected portal customisation and professional services expenditure.
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