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Digital Asset Management (DAM) systems are central to modern marketing operations, providing essential infrastructure for organising, retrieving, and orchestrating the distribution of digital assets. While these systems promise efficiency and streamlined workflows, the success of DAM initiatives depends largely on one often-overlooked factor: people.
The Human Quotient refers to the psychological, social, and emotional dimensions influencing whether new technology will be embraced or ignored. Beyond technical readiness, DAM adoption hinges on how valued and supported users feel, their alignment with the system’s goals, and their trust in leadership’s vision. In essence, it’s about ensuring that technology adoption fosters a sense of purpose and psychological safety for users.
For example, organisations may overlook the fact that employees already feel burdened by their daily digital tasks. Without empathy for this experience and clear communication about the system’s benefits, even the most advanced DAM can end up underused, perceived as "just another tool" that adds to their workload.
Why the Human Quotient Matters
Organisations with people-centred change practices reported:
- 29% higher engagement levels and 31% higher productivity compared to those with a primarily process-centred focus.[1]
- 20% faster implementation timelines, as employees were more willing to engage and adapt.[2]
- A 63% increase in project completion rates compared to those with process-driven approaches.[3]
- People-centred approaches have also been shown to reduce user resistance by up to 50%, leading to smoother and more cost-effective implementations.[4]
When the Human Quotient is neglected, organisations may face disengagement, inconsistent usage, and diminished ROI on their DAM investment.
Recognising the importance of the Human Quotient transforms DAM adoption from a top-down directive into a collaborative, user-centred process. When organisations prioritise people, they see faster adoption, better alignment with business goals, and long-term satisfaction with the system. By fostering trust and empathy, the Human Quotient ensures DAM implementations become an empowering transition rather than just another rollout.
This blog is based on our whitepaper, "The Human Quotient: People-Centric Strategies for DAM Change Management." To learn more about how the Human Quotient transforms DAM adoption and ensures long-term success, read the full whitepaper here.
Tom Sloan, Global Head of Content Management & Logistics, ICP
[1] Harvard Business Review, 2019, Putting People First in Change Management.
[2]Harvard Business Review, 2019, Putting People First in Change Management.
[3]Deloitte, 2016, Global Human Capital Trends, Deloitte Insights
[4] Rock, D., & Schwartz, J, 2019, The Neuroscience of Change Management, Harvard Business Review