Altimeter recently published a new report on Digital Transformation that highlights the central role that customer experience plays. A key factor to creating and delivering a great customer experience is the ability of a company's workforce to modernize, use new technology platforms to connect with each other and customers, and most importantly, adopt a new mindset of openness and transparency.
To that end, my colleague Jon Cifuentes and I are working on a new Altimeter report on how companies create holistic strategies that increase internal employee engagement and external employee advocacy. The report looks at the fundamental disconnect between organizations wanting active and engaged employees and the actual execution of employee collaboration, engagement, and advocacy efforts.
Three recent studies exemplify the problem.
Technology is also having an impact. The vast majority of employees all have personal access to social media -- and frequently use it to talk about work. Collaboration platforms and enterprise social networks like Chatter, Jive, and SharePoint/Yammer often connect employees at work. A rising plethora of employee advocacy platforms all aim to make it easier to engage and amplify the voices of employees. The biggest challenge that all of this technology creates is the expectation of openness and transparency that many organizations are still struggling with -- at a theoretical level, they would love to see more employees speaking positively about the brand, but also worry about slips up like the most recent US Airway's accidental porn tweet or HMV's live tweeted firing dustup last year.
Three Types of Engagement for One Employee
To address these issues, we’ll be looking at employee engagement in three distinct areas, which typically involve three different activities, three different owners in the organization, and three different technology platforms. The problem: There’s ONE employee.
This evolving view of employee engagement boils down to the evolving relationship between the employer and employee – all aspects of work are changing in the face of this new dynamic. Digital engagement becomes not the end goal but the forcing function, providing a new context for the entire employee engagement strategy.
Our research will seek to answer questions for business leaders at the core of this conundrum:
How You Can Help Altimeter’s Research
Altimeter is committed to what we call “Open Research”. Rather than keep our research behind locked doors, we’re sharing this early peek with the hopes of getting external input. We’d love to hear about the following:
If you think you have a contribution that could be made, please fill out this very short form (also embedded below) so that we can collect your input in an orderly fashion. Please also note if you would be willing to be interviewed for best practices and case studies. All information collected will be used only for background purposes. We will seek specific and explicit permission for any information we intent to publish or use publicly. And of course, you are very welcome to email me or my colleague Jon Cifuentes if you have any questions or suggestions.
A key factor to creating and delivering a great customer experience is the ability of a company’s workforce to modernize, use new technology platforms to connect with each other and customers, and most importantly, adopt a new mindset of openness and transparency.
One question I frequently get is “How much should I be spending on social media?” The answer, of course, is it depends. This report looks at how 140 Social Strategists spent on social media in 2010 — and their plans for 2011 (read report).