Employee experience (EX) is a competitive corporate battleground that can influence business success on the same level as customer experience (CX).
Businesses that invest in EX and employee engagement initiatives are four times more profitable than businesses that don’t. They create a more productive workforce, reduce employee churn and, ultimately, deliver a better experience to their customers. This helps them to outperform their competitors by a massive 147%.
However, EX initiatives can be hit or miss in their success. A recent study found that 59% of HR software buyers did not achieve the business results they hoped for from their investment.
The challenge is that employee expectations are shaped by day-to-day interactions with digital leaders such as Facebook, Airbnb, Deliveroo, and Google, which impress with a digital-first experience that champions convenience and offers instant gratification. This is because underneath our office attire, hardhats, and uniforms, is the beating heart of a consumer, enterprises should shape their EX strategy around the trends that are influencing CX.
CX trends equal EX opportunities
One of the most influential digital trends shaping CX right now is two-way messaging over digital channels. With smartphones at the center of our daily lives, consumers want to use the same channels they use to engage with friends and family to interact with businesses.
In response, businesses are now pairing the use of rich messaging channels such as RCS with virtual assistants, robotic process automation and CPaaS platforms, to enable two-way conversational interactions for purchasing products, customer service and proactive communications.
The same approach described above can be applied to improve EX in two business-changing ways:
Improve experience across the employee journey
Before an employee’s first day, two-way messaging can help to set the EX tone. A welcome program that starts by congratulating the employee on their new role and then kickstarts the new starter process can be completed all through digital messaging channels. Employees can submit the information required to complete CRB checks, financial setup, emergency contacts, uniforms and technology needs, etc.
During their first week, the employee then receives videos about the company culture, policy education and training. Key documents such as a company directory, product information and company objectives are sent, as well as photos for security badges uploaded.
After the first couple of days, employees are asked how they are getting on and sign off that they have everything they need. If something is wrong, such as their laptop not turning up, they can report it through the channel, triggering an alert to the relevant team who can resolve the issue.
A branded chatbot can act as a permanent resource for new starters and existing employees to answer FAQs and help them when they need information. If the employee still cannot find the required information, they can be seamlessly connected to a HR representative to provide further existence.
When it’s time to move on, employees can submit their notice, book in meeting times with their manager and HR personnel, give feedback on their time at the company, and be reminded to submit reviews on websites like Glassdoor.
Removing the mundane from the day-to-day
Two-way way messaging can streamline many of the tasks that take up time during the workday.
Submitting holiday requests is an everyday process that can be easily managed through a chatbot. With integrations made into backend HR and company systems, employees could use WhatsApp to receive information about what days they have available, look at their team calendar and select their days and reasons for requesting holiday. Once submitted, a notification is sent to their manager to sign-off on their holiday with a simple reply.
The same approach will streamline other clunky processes - visa applications managed, expenses submitted and approved, technical failures reported, and the process of claiming for overtime simplified. Reminders about upcoming performance reviews sent, KPIs shared, meetings booked in, and feedback submitted.
All of these improvements come together to remove additional workload to create time for the tasks that require judgment, creativity and focus.
The future work experience
There are now hundreds of tools available to measure, manage and improve employee experience - survey bots, internal communication platforms, internal mobile apps, and employee management platforms. However, the enterprise that takes full advantage of the combination of two-way messaging and intelligent automation will benefit the most from a more engaged and productive workforce. This is especially true as these technologies can help to better enable a remote workforce, which has become more important to day-to-day operations during the COVID-19 lockdown, and is a trend that looks to continue beyond the pandemic.
If you would like to chat about how two-way messaging can improve your employee experience and different use cases, fill out your details on the contact us page and we’ll be in touch.