February 26, 2020
The excitement of boarding a flight, touching down at an exotic beach destination, tasting coastal delicacies, trying scuba diving for the first time and flying back home — each of these striking moments tend to define your account of a trip.
The same applies to digital employee experience. Every unique instance where the employee interacts with technology platforms, during their tenure at your organization, is likely to play a role in shaping their narrative about the workplace.
The thing is, some of these tech-led instances are more memorable than others. So, identifying such special moments, understanding how they impact the user experience, and making them more engaging is at the crux of mapping employee journey.
But first, let’s understand why digital employee experience is so hard to get right.
Issues with the Digital Employee Experience
Imagine if you could be assured that every new employee would automatically fall in love with every software application in your organization. No matter the issues, or the difficulties in using the tool.
Unbelievable? You are right, this is clearly a utopian scenario.
In reality, building the right digital employee experience isn’t ever that easy. In fact, it’s probably more difficult today, than ever before, as a result of following causes:
- Ever changing technology landscape: In the race to harness technology to gain a competitive edge, many organizations constantly add new platforms to their IT bouquet. With too many software solutions (and their upgrades) to use and navigate, end-users end up feeling overwhelmed.
- High cost of training : Most traditional software training modules are quite expensive to conduct regularly, not to mention a sap on time (read: boring). This means employees receive fewer training sessions, which are less effective – leading to a poor understanding of how to use the tool. Modern learning tools that help users learn in the flow of work – or digital adoption platforms (DAPs), such as Whatfix – however, can make a huge impact with their in-app microlearning capabilities. The tool automates the arduous process of training, content creation and delivery, thus saving hours spent in this process.
- Expectations of consumer-grade experiences: Customers and employees are spoilt with best-in-class technology experiences such as e-solutions accessible from any device or immediate response to software-led queries. Therefore, 71% of employees expect the same level of experience from technology at the workplace, according to a Salesforce report. And when reality doesn’t meet these expectations, dissatisfaction festers.
Mapping employee journey would be the first step to combating these roadblocks and delivering an improved employee experience.
A Quick Guide to Mapping Employee Journey
From the day a candidate applies to your company up until their exit interview, you need to understand what digital experiences stick-on in their minds. Click here for an in-depth example of an employee journey roadmap that is sure to help you recognize the most impactful user instances.
To get started on this “worker-centric” process of mapping employee journey, here are some of the tasks that you will need to dedicate time towards:
- Segment users: Obviously, no two enterprise tech-users are alike. Each employee/user might have joined at a different time, be at a different stage of the employee lifecycle or use software differently based on their role. Thus, it’s critical to create different effective user personas and then tailor the employee digital journey based on their interactions with the software.
- Identify ‘moments that matter’: Sometimes it helps to step into the shoes of the persona, or conduct a poll/survey, to identify the tech-led experiences that matter the most. For instance, new joinees might have hated the fact that they didn’t get their devices until the second day of work, while the old hands might love the latest AI-powered chatbots that offer on-demand tech support.
- Visualize: Chronologically document memorable instances where employees, from each persona interact with the various platforms in the organization. A typical snapshot of notable digital moments would include:
- Hiring –
- First instance of employee interacting with your hiring webpages
- Entering details into online application forms
- Using teleconferencing software for remote interviews
- Onboarding –
- First time an employee uses the self-service HRMS platform to upload certificates, tax details and the like
- Time taken to receive corporate laptop and mobile device
- First instance of using enterprise tools (role-specific and otherwise) such as Salesforce, Oracle CRM, ServiceNow, SuccessFactors and Workday.
- Day-to-day engagement –
- First query that arises about how to use an advanced or ‘previously-never-used’ feature
- Everytime a bug crops up while using a tool
- First instance where the user is unable to locate a new feature in the tool
- Offboarding –
- Handover of the employee’s work data, email, etc
- Exit interviews
- Other exit formalities, ranging from securing NOCs to experience certificates via the HRMS
- Outline experience goals : For each of these stages and tools (outlined above), identify what your organization needs to achieve in terms of the corresponding user experience. You may try to improve levels of:
- Motivation: Do users look forward to using the tool for work every day?
- Need: How essential is the tool to complete the user’s work?
- Commitment: How likely are users to switch to a similar tool, with more features?
- Culture: Is the environment conducive to using technology? Are managers supportive?
Below, we will discuss how mapping the digital employee journey helps improve employee experience.
Mapping Employee Journey – Path to Better Experiences
How can you create best-in-class digital experiences at every stage of the employee’s digital journey?
The answer is: You start by identifying the strongest and weakest points in the employee journey.
According to Deloitte’s 2019 Global Human Capital Trends report, just 38% of leaders feel like their workers are happy with the company’s work-related tools and technology. And this is the stage to find out what (and why) this is so, by:
- Measuring Current Employee Journey: You also need to map and document the current employee experience for each set of users and functions by answering the following:
- How many steps and clicks are being performed? Which ones are unnecessary?
- How long does it take to complete each step? Where can the time be shortened?
- Where are the experience bottlenecks that are frustrating employees?
- What are the opportunities for elevating the employee experience?
- Visual cues, automation, step-by-step in-app guidance, task assignment, provision of self-help and learning reinforcement
- Conducting quantitative assessments: Identify the points in the employee journey where most users dropped off a particular tool or when the engagement with the tool spiked.
- Conducting qualitative assessments: Then, ask those who stopped using the software and why they did so. Also, ask the power-users what part of the platform experience they enjoy the most. Based on these insights, you may list out the opportunities to improve.
Secondly, streamline moments that matter. Bridge the gap between current state and desired state of experience by offering improved experiences, for each part of the employee’s digital journey.
Consider the example of this American multinational healthcare services company, Cardinal Health, which recognized that its employees needed better support to use Salesforce optimally. So they signed-on Whatfix to help users learn by doing, instead of just listening. This made the company’s employees more confident about using the complex CRM, thus delivering an improved experience.
“For employees, Whatfix is a part of Salesforce now. They expect to find in-app training and answers. If it wasn’t for Whatfix, there’d be very confused people on my sales team,” said Adam Shapiro, Senior Business Analyst at Cardinal Health.
Clearly, the DAP made users more comfortable with and committed to Salesforce.
Such is the impact that delivering the right intervention, at the right time, can have on employee experience.
Depending on the scenario and corresponding pain points, you may even need to make adjustments to the software, hardware, physical and virtual working environments, as well as workplace culture — to deliver a superlative digital experience.
And finally, measure and refine employee journey. Use monthly employee pulse surveys to continually measure how users feel about the experience. You may also evaluate how your upgrades to the experience affected productivity, engagement, and software drop-off rates.
Then, use such insights to keep adding better digital practices to your employees’ workflow.
Whatfix is your best bet if you are bent on making your employees feel at ease around enterprise technology. Click here for a free trial of this DAP. It will help you know how walkthroughs and tooltips can guide users through complex workflows. Alternatively, sign up for a quick demo and see how it can empower users on their digital adoption journey.
Product Marketing Manager
Dharshan, with 8+ years of corporate experience, has helped take early-stage enterprise SaaS products to market in various industries. His current focus is on the HR tech space and how evolving technology is helping enterprises digitize their workspace and drive employee engagement.
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