Need For Keeping The Frontline At The Forefront
The global pandemic has not given the option of remote work to everyone. The need for safety comes with an iota of privilege. These are the times when we realized the most important contribution of workers who kept businesses running for the service of all. These are the same people who are the faces of the brands and are the first line of approach while seeking information about any product. These are the same people who organizations rarely give a position while upgrading or navigating operations. It is time leaders realize on the potential of data these workers can provide on customer expectation, satisfaction levels, and quality of product and include them as part of crucial business decisions.
Workers Who Feel Left Out
No doubt that the entire global workforce is gearing up to transform their systems and processes to move towards making the work planet a more digital one. But when we say ‘entire’, we mean people to come to office, seat on cushioned chairs, get access to office amenities, are a part of reward and recognition program, for a job done well, those popularly associated as white-collar workers. In the entire sea of change, have we missed a thriving workforce without who most companies can barely think of running operations? In our daily exchange with large and medium industries, it is the frontline workers who set the benchmark of customer experience. When we board an airplane, the service of attendants play key to a positive feedback, in a multi-brand outlet, the floor managers set the tone of the brand, or in a hotel, the service staff makes or breaks our stay experience. These workers who serve the brands from the front are literally referred as frontline workers who are most often relegated to insignificance and the importance dusted off as least on priority. They are excluded when companies rethink their operations and bring in changes. Yet they are just as important to create a positive brand image, garner revenue, boost engagement and impact the perception of companies or brand.
Making Boardroom Decisions Out Of Rooms
Do you think that the food delivery apps that employ thousands of delivery boys across the nation know what the company goals are, what kind of opportunities are there to change job role and what is the appraisal structure year-on-year. Most commonly, the answer will be a resounding No. And herein lies these companies’ biggest miss outs. By not giving their customer facing executives the access to tools and processes, the company lose out major growth opportunities that they realize until its very late. At the same, this frontline workforce rarely goes over and above their specific work, are never enthused to share feedback on potential improvement areas and not included in decision making processes, leading to unattended customer complaints, drop is service quality and a negative impact on the overall business. It would be a very wise decision for those on top to realize that operational strategies not necessarily have to happen among those who are eligible to sit in boardrooms; there are chances to derive better insights on operational efficiencies and brand experience from those who face the customers and get feedback point blank. Allowing these frontline talents to influence management decisions cannot just motivate them to work harder but can create a more inclusive culture within the organization. And when diversity and inclusion is almost a business agenda, it is a wonder that very little has been written or spoken about including these workers who rarely feel that they too are part of the organization and service them just as others do sitting on the other side of the glass corridor.
Time To Change And Engage A Brand’s First Touchpoint
It is sad that even most of the digital-first consumer tech companies who are frontrunners of change have often overlooked their workers who contribute at a very ground level. Take the case of cab drivers in ride-sharing app companies. Talking to a few of them will reveal how disengaged they are about company initiatives and digital projects. Frontline workers do not have access to company’s intranet, online facilities such as training and development resources, collaboration tools to relay information and platforms to offer constructive criticism. When it comes to investments in technology, companies target the salaried employees leading to frontline workers feeling unsupported and missing opportunities to do better than they are positioned in the talent pool. It is time for futuristic organizations to understand the need for change and empower its workforce who perhaps need to be empowered the most. Chief people officer at Workday, Ashley Goldsmith puts the overarching benefits of putting the frontline workers to the forefront in so many words. “A positive employee experience can impact the level of trust workers have and, ultimately, improve performance and retention. This, in turn, impacts the customer experience and helps increase a company's bottom line.” A joint survey by Forbes and Microsoft showed some astounding data wherein 82% of such workforce showed higher levels of satisfaction and 64% reported better employee retention.
Though all change comes with resistance but the speed at which companies are striving to launch new products., expedite processes and trying to work in tandem with the evolving market needs, driving inclusivity among these first line workers is not an option anymore. It is time to give a voice and persona to these workers so that their needs and interests and aligned with that of their executive counterparts.
