Reasons Why People Don’t Adopt Technology And How To Fix It

by | Sep 21, 2021 | Industry, Platform | 0 comments

There are multiple reasons why the allies of your business do not adopt the new technologies that are proposed.

Here are the three main reasons and we teach you how to motivate them to take the step forward and join the digital transformation of your company.

The first thing you should know is that there are industries in which the technology has not yet been widely adopted.

Take the private security industry for example, where the minutes or logs of events and news so far are beginning to be digitized and automated.

On the other hand, there are companies that allocate significant resources to technology and that have done the impossible to digitize and automate many of the processes of their allies. However, the waves of digital transformation have forgotten all those who do not work behind a desk: drivers, delivery men, shopkeepers, among others.

For them, the traditional communication and collaboration tools (Office 365, Google Worksplace) used by company employees fall short, as they are designed for office users, with corporate emails, with access codes and various restrictions.

The above leads us to the first reason why allies do not adopt new technology imposed by your company.

The solutions do not take into account the degree of mastery or training that is required

It is time to tell the truth. Executives who make decisions behind closed doors in an office must be more aware of what is happening in the day-to-day operation and the reality for many of the allies.

Imposing an automation or communication solution that involves using expensive equipment (which allies must also take care of) only puts one more responsibility on their shoulders.

They are not thinking “Wow, how cool, a tool to get it done faster or a better job!”

What they must be thinking is “Wow, a new team to take care of and another task to do just to be watched at my work.”

The solution

Keep in mind that in our countries, there are more cell phone lines than people. 

Don’t invest your company’s money in expensive communication equipment when partners most likely have a smartphone in their pocket.

Always think that the automation and communication solution you choose for your company works from the cell phone of your allies.

You will not have to take care of additional equipment and you will not have to learn how to use it because it is already in your pocket!

Many Allies not only work for your company

Allies such as deliverymen, distribution drivers, merchants, hostesses among others do not work exclusively with your company.

Take the example of Luis, a distributor truck driver who loads and transports your company’s food products and brands from the distribution centers to supermarkets and department stores.

One week they can take turns loading and transporting your products and the next week they are transporting personal care products from companies like Softys.

If your company creates its own App for example and then the others it works with do the same, your cell phone becomes a collection of Apps in which each process is different and is a challenge. In addition, each app may have a different interface and a user experience that requires learning.


Consider a solution that other companies in the industry already use. I know it sounds counterintuitive and even crazy to think that you can use the same tool as your competition. However, using a solution that allies can use with your company and other companies in their network makes their job easier.

Although the flows (conversational automations) of each company will be different, the experience is the same, since it uses a conversational model with which everyone is already familiar

 Allies depend on a third party and not on your company

Drivers, delivery men, merchants, and hostesses often have a working relationship with a third party. A transporter in the case of drivers, a temporary employment agency in the case of merchants or a logistics operator in the case of delivery men.

The intention to implement novel technology and solutions can be stalled by understanding that these third parties must also be aware and motivated to participate in the change.

If the company wants to implement a solution and at first the drivers adopt it and then do not use it again, or if for example they download an app but do not use it, the third parties may not be supporting the partners in the transition or simply not there is an incentive to use the tool.

In the end, allies, although they are the face of your company towards customers, they do not have any employment relationship as such. They provide their services with a certain frequency and that’s it.


Keep in mind that you can add an incentive program to the implementation plan that makes the project more bearable and at the same time fun for allies and third parties.

One of the best formulas we tested on Twnel  is to motivate drivers to use the tool and measure their performance against other drivers in their areaAt the end of the week, awards are given to those allies who are using the tool correctly.

Likewise, you can implement an incentive program with third parties, where benefits are given to those carriers that promote the use of the tool and facilitate the transition.

It is only a recommendation. Make sure to monitor the incentive campaign, notify the winners publicly of the prizes, and update them frequently so that allies stay motivated.

It is not necessary that they be monetary incentives, many times a detail with the allies is enough.

Here are some ideas that some of our clients use that we can assure work wonders.

Merchandise of your brands
Merchandise with your company brand (caps, shirts, jackets)
Movie tickets
Food vouchers for the winners and their family
BBQ Coupons..

You can get as creative as you want.

You focus on thinking about the processes you want to automate with allies,

We are #BuildingIt