Prioritise Employee Experience as Highly as Customer Experience


Dubai-based brand engagement and customer loyalty solution provider Yegertek has identified personalised employee journeys as the key to enhancing productivity and talent retention.

With economies reopening, businesses are coming to terms with the lasting impact of the global pandemic on their workplaces. A global Gartner HR survey, released when the pandemic began, found that 88 per cent of organisations had supported ‘work-from-home policies, which empowered employee productivity while prioritising their health and safety. Post-pandemic, this emphasis on employee engagement has become even more pronounced, with a recent Gallup study linking it to 17 per cent higher productivity and a 21 per cent increase in profitability.

This focus on Employee Experience (EX) is a continuation of trends in recent years. Research papers published globally have identified EX as critical for businesses as Customer Experience (CX). Metrics such as NPS (Net Promoter Score), CSAT (Customer Satisfaction), and CCR (Customer Churn Rate) – which businesses use to track their CX – are being used to measure engagement with employees as well. For instance, an employee’s Net Promoter Score is a critical measure of their productivity and contribution.

Sajid Azmi, CEO of Yegertek, believes the emphasis on EX is timely, in the new normal. “EX, at an inflexion point like the post-pandemic reopening of the economy, is crucial for businesses. With creativity, innovation, and problem-solving at a premium, high turnover rates, especially among experienced employees, is not an option,” said Azmi. 

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Great employee journeys lead to staff that are brand ambassadors and greater workplace creativity and collaboration. Industry leaders across all sectors are investing in digital technologies that enhance workplace collaboration, eliminate communication gaps, and empower employee-centric initiatives using data analytics and AI-based tools.

Many businesses have created employee loyalty and engagement schemes with internal apps with features such as leader boards, where achievements are rewarded, applauded, and shared. Employees displaying exceptional metrics are often awarded vouchers and benefits through an ecosystem of partners and suppliers, as well as internal mechanisms.

“With many organisations resorting to hybrid arrangements, technology is not only essential to integrating remote workers and onsite teams, but it can also ensure consistently high EX. While the GCC leads the global average in employee engagement by five per cent – at 70 per cent – a closer look also reveals that the region’s best-ranked employers have a 19 point advantage over the market average in implementing EX technology,” said Azmi. 

EX initiatives are crucial to an organisation creating personalised experiences that promote a sense of purpose, creativity and passion, within their workforce. Data-led and employee-specific insights are the crucial factors that emerging digital tools contribute to enable these outcomes.

“Digital tools that deliver employee-centric insights, across both tangible and intangible metrics, are the need of the hour. Otherwise, businesses risk finding out too late when a valued asset moves on from their team or when such gaps are reflected in sub-par business outcomes, said Azmi.