Power Up Your People: Emerging Tech and the Frictionless Employee Experience (webinar slides)

Power Up Your People:
How Mobile And Emerging Technologies Can Create A
Frictionless Employee Experience
Prepared for Mission Data
February 22, 2017
J. P. Gownder
Vice President and Principal Analyst
@jgownder

8© 2017 Forrester Research, Inc. Reproduction Prohibited
Agenda
›CX and EX are deeply interconnected
›Employees benefit from frictionless systems
›Power up your customers: Better CX helps EX
›Power up your employees: Better EX helps CX
›What It Means

Agenda
›What It Means

© 2017 Forrester Research, Inc. Reproduction Prohibited 10
Employee Experience is the next frontier
in Customer Experience
Deeply interconnected, these two metrics
reinforce and drive one another.

The value of customer experience (CX) is now clear
https://www.forrester.com/report/Drive+Revenue+With+Great+Customer+Experience+2017/-/E-RES125807
 High CX creates
customer
relationships
 Companies with
higher CX have better
financial performance

But did you know that employee experience (EX) drives
value for companies, too?
Companies with strong EX enjoy:
›81% Higher Customer
Satisfaction
›50% Lower Employee Turnover
Each standard deviation increase
in turnover = 40% reduction in
profit

In fact, Richard Branson says Virgin prioritizes
employees first
› “It should go without saying, if the person who
works at your company is 100 percent proud of
the brand and you give them the tools to do a
good job and they are treated well, they're going
to be happy. If the person who works at your
company is not appreciated, they are not going to
do things with a smile.”
› Virgin prioritizes employees first, customers
second, and shareholders third. “Effectively, in
the end shareholders do well, the customers do
better.”
http://www.inc.com/oscar-raymundo/richard-branson-companies-should-put-employees-first.html

Help employees feel a sense of purpose, autonomy, and
mastery with their work
Autonomy: Have tools to
independently deliver great
CX
Mastery: Skills and
knowledge to deliver great
CX
Purpose: Understand their
role in delivering great CX

Elements of positive employee experience mirror
elements of positive customer experience
https://www.forrester.com/report/Workforce+Enablement+Defined+Elevate+Productivity+And+Engagement/-/E-RES113826

Technology plays a key role in both CX and EX
 Interacting with customers using technologies that help solve
their problems or help them solve their own
 These technologies drive effectiveness, ease, and emotion
 Giving employees the tools to achieve autonomy, mastery,
and purpose in their work

Agenda
›What It Means

Successful companies equip employees
with friction-reducing systems
Mobile (and other) technologies reduce friction,
raise productivity, and promote good employee
experiences.

From the warehouse to retail
and beyond, mobile devices +
apps empower employees
 A mobile moment is a point in time and
space when someone pulls out a mobile
device to get what they need in their
immediate context.
 If you serve the needs of a customer or an
employee in that moment, you can win
their business and their loyalty.
 If you fail, a more adept company may step
in and meet their need instead, disrupting
your business in the process.

-2 minutes-2 hours
Customer visit
-Review service
ticket
-Align dish
-Configure set-top box
-Sell audio system
-Record signature
-Record sale
-Review appointments
-Confirm next visit
-Get directions
-Log service report
-Confirm next visit
Who are we serving?
Field technician
What is their context?
Standing in front of the customer
What is the motivation?
To record proof of service
Who are we serving?
Field technician
What is their context?
Outside customer’s home
What is the motivation?
To prep for service call
After
Employees leverage mobile moments to serve
customers more effectively

Workers don’t use PCs in many places

But they find tablets almost as mobile as smartphones

Mobile moment are pervasive at work… with the
right applications and systems

The mobile moment needs apps that are:
›Intuitive
›Task-oriented
›Contextual
›Flex & scale
App-Enabled
Employees

App-enabled employees use six-to-10 company-specific
applications and stand out from their peers
 They’re more empowered and more productive
 They make their customers happier
 They feel better about their employer
https://www.forrester.com/report/The+Mobile+Appocalypse+Is+Coming+Are+You+Ready/-/E-RES119990

Here’s
the
proof:
https://www.forrester.com/report/The+Mobile+Appocalypse+Is+Coming+Are+You+Ready/-/E-RES119990
https://www.forrester.com/report/The+Mo
bile+Appocalypse+Is+Coming+Are+You+
Ready/-/E-RES119990

Agenda
›What It Means

Intertwine customer service benefits with
employee experience benefits
Creating this positive feedback loop helps both
groups succeed – driving top-line revenue.

Mitsubishi Heating and Cooling solved a
customer problem AND an employee problem
with an augmented reality sales app
Mitsubishi re-wrote the sales
script on split-duct systems
Rather than using their hands,
salespeople take a photo in
the prospect’s own home;
using AR, they “show” the
unit in context
Revenue: $30m+

Rebecca Minkoff’s connected dressing room
links customers and employees
 30% of Rebecca Minkoff shoppers
request help of an associate via
connected mirror
 75% use “wear with it” for
accessories
 “Being half naked and having to
hope that someone sees you when
you pop your head out, that’s never
been a fun experience” – Rebecca
Minkoff on dressing rooms*
*Quote source: http://www.wsj.com/articles/designer-rebecca-minkoffs-new-stores-have-touch-screens-for-an-online-shopping-experience-1415748733

Customers want to work with associates equipped with
mobile devices in retail settings
Source: Forrester’s North American Consumer Technographics Retail Survey, 2015

Smart shelving helps both customers
and employees
Customers benefit from easier
discovery, more information about
products, and fewer out-of-stock items
Employees save time on repetitive, rote
tasks (like changing prices), answering
certain questions, and can respond to
out-of-stock situations more quickly

Kroger’s IoT temperature monitoring helps
customers AND employees
Kroger’s grocery stores use
IoT to improve food quality
and lower rates of spoilage
A highly manual process
(2 employee visits a day to
check temperature)
replaced by an automated
one
https://www.forrester.com/report/How+To+Design+InternetOfThings+Engagements+In+Retail+Hospitality+And+Travel/-/E-RES135858

Agenda
›What It Means

Employee technology now resembles
best-in-class consumer technology
Employees work best when equipped with
devices and apps that work as well or better
than their consumer tech.

With this tablet app, salesperson goes into
a store, takes photos, judges inventory,
accuracy of displays, product count, etc.
Location tagging is used by local
management to measure how many stores
the salesperson visited, gain some
intelligence on what is selling or not
selling… thereby creating “big data” in the
background
Logitech salespeople use a custom tablet app
to visit retailers on site visits
https://www.forrester.com/report/Global+Tablet+Forecast+2015+To+2018+Despite+Market+Volatility+Tablets+Are+Big+In+Business/-/E-RES115396

Medical devices companies often face a
true “elevator pitch”: Their salespeople
must engage busy physicians who are
literally walking from one patient’s room
to another’s!
One medical devices company equipped
its salespeople with tablets for these 60-
second sales pitches. With rich media, they
can quickly show off their products and
answer questions… all while walking down
the hallway with the doctor.
One medical devices firm optimized its sales
apps for the “physician elevator pitch”!
Medical
Devices
Company

Truck drivers needed to dial
in to call centers, transcribe
information from phone calls,
and maintain paper records.
Developed mobile app to give
drivers information about
their loads, destinations,
pickups, and drop-offs on
their phones.
Mercer Transportation employs a mobile app
to reshape the driver experience

One telecom company devised an augmented
reality app to help employees “dig safe”
Network planning engineers have
always had trouble identifying
where cables lay under city streets.
(In historic London, fines are big)
Media company developed an AR
app that shows where the cables
are by superimposing them over the
street. Combines location +
augmented reality.
Telecom,
UK
Similar app from a Canadian
company
IMAGE:
http://baummags.a.cdnify.io/files/slides/locale_image/medium/0068/16766_en_d53d7_2614_augivew-
update-data-source.jpg

Dish Network equipped field technicians to solve
customer problems effectively and quickly
Tablet computers help them
schedule and diagnose issues
Cloud service and connected
systems give real-time
updates
In-field collaboration apps
help them get help
Huge uptick in customer
experience index

Patrón faced a serious question about its
quality, and used virtual reality to solve it
Because of the explosive growth of the
company’s market presence, buyers started
doubting the quality of the tequila
Channel buyers (distributors, liquor stores,
bar owners) doubted that Patrón
maintained the same quality level from
when it was niche and artisanal
Solution: VR experience to show, not tell!
Signature sales tool: there are now 150 VR
kits at Patrón

Agenda
›What It Means

Power up your people by combining CX
and EX
Co-designing with both factors in mind will yield
the strongest business outcomes.

Empower employees and lower frictions with
consumer-grade technology choices
Offer them autonomy,
mastery, and purpose, then
give them the tools to achieve
each of these.
Investigate emerging
technologies to solve sticky,
previously-un-solve-able
problems

Design your customer experiences with a
positive employee feedback loop in mind
Creating win-win experiences will benefit customers twice –
once through the experience, the second time from
motivated workers
Solving customer problems often also solves employee
problems, freeing the latter to focus on up-skill tasks
Work with partners who have a viewpoint on the relationship
between CX and EX in their design processes

Thank you
forrester.com
J. P. Gownder
Vice President & Principal Analyst
jgownder@forrester.com
Twitter: @jgownder

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