User adoption isn’t the finish line. What vendors and hoteliers need to stop doing—and start doing—to create true business value and solve real problems.

In this episode of dojo.live, we sit down with Melissa Jurkoic, Chief Operations Officer at Benson Consulting, Inc., for a candid conversation about why user adoption is no longer enough—and how both vendors and hoteliers are falling short when it comes to unlocking true business value from their technology investments.

Melissa unpacks the growing disconnect between what tech vendors sell and what hotels actually use, exploring how AI is accelerating innovation but also widening the implementation gap. Through real-world examples and her A.I.M. framework (Align, Inspire, Mobilize), she offers actionable insights on change management, enablement, and what both sides need to stop doing—and start doing—to solve real problems and drive lasting impact.

Whether you’re a vendor struggling with client churn or a hotelier overwhelmed by half-used tools, this episode offers practical, no-fluff strategies for getting more from your tech stack and building a culture that supports meaningful transformation.

About Melissa Jurkoic

Melissa Jurkoic is the Chief Operating Officer at Benson Consulting, where she helps organizations maximize the value of their technology investments by bridging the gap between implementation and operational success. With over 25 years of experience, she specializes in empowering teams with the knowledge and strategies needed to drive measurable results. Leveraging Benson Consulting’s User Adoption Maturity Model™ and collaborating with vendors and buyers to develop a proficiency index aligned with their unique workflows, Melissa helps businesses achieve sustainable technology adoption. A respected thought leader, she shares insights through industry discussions and speaking engagements, empowering organizations to navigate tech-enabled business transformation with confidence.

Additional ResourcesLooking to go deeper on how strategic alignment drives successful tech adoption? Check out this expert article by Benson Consulting CEO Candice Benson on empowering CIOs to lead change with confidence, clarity, and purpose.