Digital employee experience
5 min read
22 August 2023

Why digital experience management is about more than your customers

Kelly van der Horst
digital employee experience

With more and more businesses moving towards a digital space and undergoing digital transformations, digital experience management has become an essential part of operations. However, many businesses tend to focus solely on digital customer experience. 

This is a completely necessary aspect of the organisation to invest in. BUT, we mustn’t forget about another important group of stakeholders: employees.

What is digital experience management?

When it comes to digital customer experience, the experience refers to a customer’s interaction with a brand. This can include everything from their shopping experience to all communication with the company.

For example, think about online shopping. The website, checking out processes, order confirmation email, and so on, are all part of the digital customer experience.

As a business, you want to provide your customers with the best, most seamless experience possible. If your online processes are slow and lengthy, your customers will get frustrated and have a negative experience with your brand. As a result, they will take their business to your competitors who provide a better digital experience.

To manage the customer experience, you need to track and analyse each stage of the digital customer journey. By doing so, you can identify where you’re missing the mark and work to optimise those areas.

Effective digital experience management ensures that the digital customer journey is both efficient and engaging at all stages.

A good digital customer experience encourages customer loyalty and referrals – making it a crucial element in any business. After all, 73% of people consider customer experience an important factor in their purchasing decisions.

So, improving digital customer experience is incredibly important. But, you can’t stop there. Digital experience management should also apply to your employees’ digital experience. Let’s explore this in more detail.

Why digital experience management is important for your employees

A successful business needs productive employees. And, the fact that happy and healthy employees are more productive (up to 13%!) is unquestionable at this point. So, digital or not, workspaces need to be engaging and inclusive for employees so that they can perform their best.

When implementing digital tools and processes, it is vital that your employees are properly equipped and comfortable using them. If not, they will struggle to complete their daily tasks and be less productive.

This is why digital experience management is just as important for your employees as it is for your customers.

The problem with poor digital experience

Using outdated, legacy software and systems is inefficient. Older systems are often clunky and don’t always integrate well with other tools and systems. They can be incredibly frustrating for your employees to use. As a result, you’ll have stressed, unmotivated employees.

Not only will your employees be slower and less productive, but you will also likely see a dip in your employee retention as a result. No one enjoys using slow, unsuitable systems so your employees may seek work at other companies with better, more up to date workspaces.

Your employees need to know that you value them and appreciate their time. Making sure that you keep their digital workspace up to date and tailored to their needs is one way of achieving this.

A good digital workspace is adaptable, agile and should make your employees’ daily tasks easier. If your employees are able to perform their tasks easily and find everything they’re looking for in one place, they will be more productive and have a more positive digital experience.

So, it’s very important that businesses consider good digital experience management strategies for employees. It will save time and money in the long run and keep your employees motivated!

The benefits of a good digital employee experience

Making sure that your employees have a positive digital experience is beneficial to both them and your organisation. Here are some of the benefits of good digital employee experience:

Improved communication and employee satisfaction

Employees can become frustrated when the tools they use are complicated and inefficient. Nobody wants to work with tools that are cumbersome or wait for hours for someone to respond to an email. This can lead to demotivated employees and decreased productivity.

Demotivated employees will not be as productive as they could be and will be more likely to seek employment elsewhere.

By providing effective digital communication channels through a digital workspace, your employees can easily collaborate with one another. Seamless communication prevents bottlenecks and inefficiencies. It also enables employees to receive help and feedback when they need it.

This helps to create a more inclusive and positive digital workspace for your employees. As a result, it will lead to increased engagement and employee satisfaction.

Customer experience improves

When the people who make up your organisation are able to get on with their work with little to no hindrance, everyone benefits. Employees who aren’t bogged down by inefficient or overly complicated systems will be more sociable and efficient.

More sociable employees ask more questions and become more invested in their work. In turn, they are more motivated to (and capable of) providing better service to your customers.

Empowerment through training

Empowered employees feel psychologically safe, which means that they will be more likely to ask questions, express their thoughts, and engage better with their work.

It’s inevitable that not all employees will be equally digitally experienced. Some might need more training than others.

When it comes to digital experience management, you need to ensure that your employees have all the resources and help that they need. By doing so, you can help your employees better their digital skills. This makes them more equipped to do their jobs and can benefit their career development.

In turn, this benefits your organisation. You’ll have better-skilled, empowered employees producing higher-quality work.

Final Thoughts

There is no doubting the significance of digital customer experience. But, any successful organisation knows that it must invest in its employees too!

So, make sure that you dedicate time and resources to improve your digital employee experience with a tailored digital workspace. Doing so will lead to increased employee satisfaction and productivity.

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