The ICP Blog

Shifting Focus: Why People-Centric Strategies Drive DAM Success

Written by Tom Sloan | Jan 7, 2025

When implementing a DAM system, organisations often focus on processes and technical milestones over people. While this approach may achieve compliance and completion, it frequently overlooks the human side of change, leading to disengagement, resistance, and ultimately, a less effective implementation. A people-centric approach, however, fosters engagement by addressing users' personal goals, concerns, and motivations. It encourages deeper, proactive commitment to the change by aligning with individual needs, rather than simply mandating task completion.

Compliance vs. Engagement

A process-centric approach often focuses on compliance, such as tracking attendance at mandatory training sessions or ensuring deadlines are met. Communication may revolve around directives like, "Complete your training by X date," with little room for feedback or discussion. This style of change management often prioritises rigid milestones over user experience, leaving employees feeling burdened or disengaged.

In contrast, a people-centric approach builds engagement by connecting users to the goals of the DAM system. Clear, collaborative, and tailored communication plays a vital role in this. For example, marketing teams are shown how the system can reduce repetitive tasks, giving them more time for creative work. Meanwhile, project managers are introduced to features that improve workflow visibility, helping them meet deadlines and avoid bottlenecks. By addressing these specific needs, organisations can foster trust and proactive participation.

Why a People-Centric Approach Works

A people-centric approach ensures smoother adoption and faster realisation of DAM benefits. When organisations focus on the human side of change, they can minimise resistance and improve alignment with business goals. This results in fewer project delays and cost overruns, as users feel confident and motivated to adopt new workflows. In the long term, higher engagement levels allow organisations to unlock advanced DAM features, maximising their return on investment.

The benefits of prioritising people are clear. By addressing personal motivations and concerns, organisations can ensure that the DAM system becomes a valuable tool rather than a burdensome task. This creates a foundation for successful adoption, helping businesses realise the full potential of their technology investment.

Conclusion

A people-centric approach transforms DAM implementation into a collaborative journey that empowers users and drives adoption. By fostering engagement and building trust, organisations can achieve smoother transitions, stronger alignment with goals, and long-term success. Investing in people, not just processes, is the key to unlocking the full potential of a DAM system.

Tom Sloan,  Global Head of Content Management & Logistics, ICP

This blog is an excerpt from our whitepaper, "The Human Quotient: People-Centric Strategies for DAM Change Management." Explore more insights on how people-centred strategies drive DAM success—read the full whitepaper here