However, it is not just consumers who are assessing the quality of your company’s digital services; staff members are too. Initially, the consequences of a below-par Digital Experience (DEX) may seem insignificant. However, it is worth considering the impact it can have on employees being less productive, helpful and content in their roles.
The implications of inadequate DEX (Digital Employee Experience) can be far-reaching for a business, causing a decrease in brand value, increased employee turnover and a decrease in revenue. This article examines the issue in more detail, looking at the potential damage that can be caused by inadequate DEX, how hybrid working can exacerbate the problem, the features that employees look for in their DEX and offers recommendations for resolution.
Justification for Tackling DEX
When employees have a negative outlook, the implications reach further than their attitude to their job. Their discontent may manifest itself in the form of negative reviews on sites such as Glassdoor, making it harder to recruit new staff. Additionally, they may decide to leave, resulting in a need for more time, energy and money being invested in finding and training replacements. With fewer employees available to carry out essential tasks and difficulty in recruiting, the situation is compounded as more people choose to leave.
Alternative channels of influence are available to customers. For example, those calling customer care centers may experience frustrations when faced with slow response times or lack of availability due to malfunctioning or outdated technology. This can be a difficult situation for both customers and staff, particularly in industries such as healthcare where a positive response is necessary.
When customers are impacted, it can have a detrimental effect on a company. Decreases in sales and revenue can start a spiral of negative consequences. Without the necessary funds to invest in new resources and processes, it is impossible to improve DEX and the quality of customer service. This leads to further decreases in sales, and so on.
Repercussions of a Hybrid Workforce
Despite the challenges faced by organizations in providing effective digital experience (DEX) prior to the pandemic, the rise of hybrid working has presented new problems, largely due to the lack of control IT personnel have over remote work settings. This becomes more problematic when remote personnel are travelling and have to switch between different locations (e.g. hotels, airports, coffee shops).
Employees in these settings may be tempted to try and resolve problems independently, even though they may not have direct access to IT support or other colleagues. Unfortunately, this could potentially lead to further technological issues for both the company and the individual.
Employees expect a seamless digital work experience, one which is as effortless as their personal interactions with technology. The ordering of office supplies should be as straightforward as ordering a meal online, whilst customer-assistance programs should be as intuitive as popular social networking sites. Furthermore, the company’s internal network and information base should be as user-friendly as any modern e-commerce platform.
Staff members benefit from having an internal contact they can turn to for assistance when they encounter difficulties. It is essential to assign a member of the IT team to this role and make their identity and remit clear to employees. This will help to create a constructive working environment.
How to Make DEX Better
Technology is not a universal solution to all DEX problems, however, it can be of great assistance in many cases. To help your organization’s DEX achieve success, please consider the following points.
Learn about the company from the inside.When seeking to improve DEX, it is imperative that management listens to the views of employees. Taking the time to conduct a survey or hold interviews (or both) will provide valuable insight into what issues employees are facing and what is hindering their productivity.
Make means of self-help available.Make a part of the company intranet available as a first point of reference for team members to utilise in troubleshooting problems.
Maintain round-the-clock availability of computer help desk services.Employees should have access to IT experts at any time should they have any queries or difficulties. To ensure support for hybrid workplaces that may involve colleagues in different time zones, providing 24-hour assistance is essential.
Prevent issues from arising.When employees experience technical issues, it is important for IT to take a proactive approach to finding a resolution. Members of the IT team may utilise management tools to, for example, send proactive notifications when certain software faults or staff behaviours are detected.
Charge one person with handling everything.It is essential for employees to feel that their superiors are invested in their wellbeing and development, which is why it is crucial to have a strong DEX in place. To ensure this is accomplished, it is recommended that one individual be assigned the responsibility of overseeing DEX and ensuring it is effectively implemented across the organization. Additionally, this person should ensure that all staff are informed of any new projects.
Take Note of the Rewards
Investing in DEX offers a wealth of potential benefits for businesses in the future. Employees will be more satisfied in their roles and more productive, giving them extra time each week to contribute to the organization’s objectives. This could lead to increased retention rates, reducing the costs and effort associated with recruiting new staff.
Improved customer service can lead to increased sales and increased income, providing a welcome benefit. Furthermore, troubleshooting responsibilities will be taken away from the IT team, allowing them to focus on developing even more efficient processes.