ENGAGEMENT

The Customer Journey: Engage, Retain, Transform

Today’s consumer no longer wants to be guided by merely transactional impulses. They want to find more, they look for new or enhanced experiences, they want to feel unique. Subsequently, the retail sector cannot settle for an occasional customer – a ‘peruser’, a browser, a surfer. Brands are in a battle to become that “go-to name”, the first place you think of when you need or want something or the feeling takes you. Somewhere that welcomes you and facilitates your experience each time. How can a brand level up and achieve this coveted status?

In a simple purchase process, the customer perceives a need or interest, browses options, checks offers and makes a decision. The tendency is to settle on a desired product or service and then weigh up the price, or value for money. In this experience if attention to customer retention, engagement or loyalty is weak, should any one of the items in the equation fail you’ve lost a customer, their recommendation or influence, and any chance of a return visit.

Simple loyalty strategies work on the basis of generating a reason or incentive to return to the business, for dependable recurring profitability. Customers appreciate the benefits that the brand gives them for their support and this fosters a sort of reciprocal dependency. You like the brand and the brand likes you. But can we really call this relationship sustainable or even rewarding? How protected is it from alternatives or distractions?

What if we integrated a more focussed Customer Engagement strategy within the experience? Here, the brand introduces elements of intrinsic motivation for the customer: incentives and rewards that speak to the individual’s wants and needs, generating a deeper emotional connection between brand and consumer. At each touchpoint between customer and brand, the offerings are more in tune with the customer’s profile, meaning the purchasing or browsing experience is more satisfying, increasing the individual’s commitment to the process, purchase, and return. Your recommendation will be positive.

The objective is that neither the process nor the relationship end at the point of sale. The brand can continue interfacing or interacting with customers in order to keep building their understanding of needs and tendencies, strengthening relationships with personalised communications and offers, collecting feedback and (importantly) acting upon it to demonstrate more meaningful value for customers than just the product or service offering. In turn, consumers feel recognised and become more involved in the brand beyond their initial browsing interest – advocating willingly for what the brand represents or means to them and seeking more positive experiences as the bond continues to grow over time. Customer retained and engaged. Relationship transformed.

16/11/2020/by Cristina Hernández-Palacián

Employees, Engagement, Learning

L&D Today: Digital Learning for the Zoomed Out Professional

No matter what the job is most workers and employees will need to go through training, learning and development in some form at some point. It will vary drastically between sectors amongst other factors but generally it can be split into three distinct categories: mandatory (for example, health and safety or IT security), career related (project management), and personal development (communication and presentation skills). In the corporate world learning has received more pronounced attention (and subsequently investment in many cases) from executive and people teams in recent years, especially as demand for learning opportunities builds with each new generation entering the workforce, and with more readily available opportunities to demonstrate upskilling across your career. Scan the careers section on LinkedIn and you will spot ‘learning’ playing an integral role in many organisations EVP, or just being an essential compliance piece for effective employees.

However along with demand, expectations are also growing. Organisations are eager to stay relevant and keep their employee experience offering innovative, but so often people keep circling back to LMS platforms with no personalisation or personality. You can only reinvent the same content or processes so many times, and L&D professionals today find themselves in a battle for people’s attention in a world that has had to move so many events and strategies entirely online. Equipped with all the benefits of technology, but perhaps still facing a delay until we can have face-to-face sessions again, how can we reinvigorate and enable L&D to ensure participation, commitment, and engagement?

Video is King?

Video has long been the first step for online learning settings, and it is particularly useful when virtually replicating what otherwise would be happening in a classroom based or face to face environment. Quick videos suit the attention span of today’s learner, and conferencing helps encourage connecting and collaborating across locations. There are plenty of advantages that video content can bring to the professional world. It has the potential to be delivered at any time often on any device, it can be made bite sized, it can be made collaborative, autonomous, virtual, the possibilities only grow with technological advancements. But in the same breath, so does video exhaustion. Zoom has seen a growth from 10 million meeting participants per day to over 300 million per day since the start of January 2020. It has been used for everything from virtual coffee mornings to delivering webinars. Whilst the online move was vital for the events space and has shown great lengths of creativity behind L&D, even by the second month of lockdown many were feeling saturated, facing webinar overload, and most concerningly worrying about the potential impact on career progression and stagnation over time.

Video undoubtedly does enable more dynamic content production, but it doesn’t always allow for inter-personal or spontaneous moments that develop naturally in person and this has been noticed profoundly since lockdown. Conferencing and video both have a tendency to fall flat when it comes to personal and professional development. Individuals are lacking the communication and collaboration required to thrive, develop, and pick up those soft skills from being immersed in a physical environment with others. It can feel hard for people to feel like they’re progressing, learning, or on track with their development when it’s just them and their screen all day every day, they’re having to prove their skills and aptitude purely online. This is where a balance between technology and human interaction becomes important. There are plenty of digital solutions to connect A to B or carry messaging. To support people’s innate drive for relatedness, autonomy, mastery and purpose any implemented technology needs to facilitate experiences that address and interpret the core needs of the people involved.

People need more of a hook with compelling content in order to build engagement and commitment to the learning path.

Not Just Playing Games

A 2019 survey found that 83% of the respondents receiving gamified training felt motivated, versus only 28% for those undertaking non-gamified training. When gamified elements were added to training, boredom dropped to 10%. And although integrating gamification into training or L&D isn’t new: right now, there is a great opportunity to delve further into its possibilities.

Think about traditionally content heavy training: we have all been faced with reading through pages upon pages of health and safety, corporate rules and regulation training that is often difficult to absorb. Translating this content into a virtual gamified experience has been show to be a particularly effective approach for helping to deliver consistent experiences in a way that employees can ‘digest’ easily, interpret

Feeling Inspired?

That said, hesitations around gamifying experiences is understandable, particularly when trying to deliver essential or meaningful training, such as how to improve communication or diversity awareness. But gamification doesn’t always just make something fun. It can be a stimulating element for ensuring learning transfer, through more meaningful recognition techniques, visualising progress, or simply by integrating levels or tutorials to help people find their feet on a new course. In the absence of face to face training, simulation and scenario-based training can be a great substitute, especially with the advent of more affordable technologies such as Virtual Reality. Applicable for more practical roles when you’re not yet able to put skills to the test in reality, like practising beauty treatments or developing trade related skills safely. This kind of immersive approach can be used for this by putting people in realistic, but safe situations – just like you would in a role play in face to face training, but without the nervous laughs and self-consciousness. When considering VR, research shows that the added movement associated with being able to move your head and even arms can increase a participant’s feeling of empathy during the experience, which can make a huge difference for people in customer facing positions. Or as part of recreating or simulating everyday experiences within a virtual environment, participants can create avatars to explore content, courses and locations, in a much more direct way.

Once you lift the experience from the classroom, the opportunities and approaches are endless. So whether it’s recreating a training event on a group video call, developing and providing a gamified experience or a virtual world: the common denominator in what will make each approach successful is the focus on making it an engaging experience, made accessible to potentially all employees irrespective of location. It might not be a full replacement for everyone being in a room together, but it’s certainly one step closer, and a way that training, L&D can be provided more naturally. Still providing something insightful, engaging and valuable yet is capable of evolving with changing circumstances and requirements. And not forgetting, providing an element of fun along the way!

29/10/2020/by Lara Jones

Engagement, Learning

L&D Today: Enhancing Higher Education

The university experience hangs in the balance with students paying more than ever before to continue their higher education, during a time where they may not even be able to move to the city where their university is based. What effect does it have on the university-student relationship to have such formative years move entirely online? For starters, the pressure is on for educators to provide value and sustain student interest and engagement levels, and to tackle somewhat unexpected challenges.

Sarah, a lecturer from Newcastle University, says: “the key thing we noticed when we switched to online teaching at the start of lockdown was the lack of engagement online with students, this was surprising considering how they’re typically so comfortable online and on their phones.” She and her colleagues found students reluctant to partake in dialogue and discussions, with few willing to even use instant messaging or chat functions, even more hesitant to turn on their cameras in seminars and tutorials. Overall, during lockdown, they discovered the students were generally uncomfortable fully engaging in sessions. While she originally figured she would be battling IT issues and stuck on imaginative content creation, Sarah has found herself spending more time thinking of how to simply inspire debate and conversation while addressing these new needs, behaviours and confidence levels.

It strikes a noticeable and perhaps surprising difference between the webinar-mania from the professional world over the last year, compared to the awkwardness of students using the same platforms for learning when technology is arguably their strength.

In her online classes at the end of the 2019/20 academic year, Sarah tested and found success in readjusting the session format into panel discussions where students could listen in and observe academics and specialists break down and analyse key topics. It’s helped take the pressure off students and prioritised absorbing and understanding the course, over the focus on whether someone has turned their camera on or not. Nevertheless, it still leaves the teams facilitating learning and nurturing students concerned about how to ensure engagement with online content for this coming academic year. Universities have a vital role in fostering curiosity, innovation, and creativity. If students are switching off, we need to understand why. Here is where matching the flexibility and accessibility of technology with a deeper understanding of audiences and their motivations can really help boost the connection in learning.

Gen Z audiences, for example, are known to expect instant communication and feedback. From friends and parents but also educators too. Is current heightened connectivity also providing increased feedback and understanding of their performance and progress? When Stanford University ran an informal survey on how students felt sharing video during lectures, two-thirds of respondents reported they have been in a situation where they felt uncomfortable having their camera on in class. When asked why, respondents said they were self-conscious about being seen in class, weren’t in private spaces and/or didn’t want to show their current living situations. Lockdown arguably blurred lines between professional, school, and home life for everyone, and we mustn’t forget that university students’ living situations are often going to reflect where they are emotionally, financially, and personally. So how can we balance professors needing to know their students are ‘present’ and students needing to feel comfortable or like their space hasn’t been invaded?

Maybe the answers lie in reinventing the environment instead of replicating the traditional. A new learning environment should mean a new look into innovative approaches to spark interest, participation, curiosity and commitment. It can sound scary and resource intensive at first, but it can be something as simple as integration of Twitter threads for bursts of insightful information in a way that relates to the audience to help tap into the concept of microlearning. Particularly vital during a time where distractions are constant and attention spans are significantly shorter, the expectation to learn primarily from reading long blocks of information may soon be a thing of the past. Or, it could be something more captivating to make the learning experience more meaningful for students. Inclusion of game like elements such as immediate feedback, visualised progress and staggered learning across levels (i.e. have you understood X before moving onto Y?), are ways to enhance the online learning experiences. Various studies [Tan and Singh (2017) and Glowacki, Kriukova and Avshenyuk (2018)] have been carried out over the years in the field of gamification in higher education by using gamified tools such as Kahoot, with many specifying its effectiveness for learning transfer, boosted motivation and overall engagement.

Adding gamification or game elements is a great example of how taking advantage of technology can help to boost more meaningful learning in a way that’s fun and novel, yet also insightful and informative for students. Boundaries can be pushed further with other innovative approaches, utilising artificial intelligence aided virtual assistants or virtual, immersive environments. All of these approaches represent a look into how the near future of learning in higher education is developing, particularly as younger generations are in constant search of and desire for new and exciting experiences.

19/10/2020/by Lara Jones

Employees, Engagement, Motivation

Lab Talk: The Future of Care

The last few months have opened the public’s eyes to vulnerabilities in the care system more than ever before. Groups and communities have been isolated, while those trying to protect them have had increased pressure and responsibility, with little or no enhanced approaches to help. There is a real need to rebuild care and connection, utilising the tools and innovation we often apply to other sectors of society.

What should the next generation of care look like? Where could we go from here for cross-collaboration between communities and areas of expertise? Can similar approaches and an understanding of users be applied in a preventative way? And how can we innovatively introduce technology in everyday interactions to improve quality of life?

In our virtual lecture with Newcastle University Open Lab, the team walk through a solution focussed on streamlining and reimagining working processes with compassion. We examine the development journey, through the lens of a real care shift, as an example of how technology, UX design, and empathy can come together to create insightful tools that empower users and promote quality care.

The first step of many towards addressing the structural, resourcing, societal and emotive challenges at the heart of an aging population.

Feeling Inspired? Why not talk to the team behind the solution?
Our team are always happy to chat through different challenges, ideas or even just compare notes. Drop us an email and we’ll connect you to someone who can help.
Get in touch

16/10/2020/by Lara Jones

Behavioural Design, Engagement

Persuasive Technology: Behind Successful Health & Wellness Apps

Persuasive technology is broadly defined as technology that is designed to change attitudes or behaviours of users through persuasion and social influence, but crucially not through coercion. The fundamentals of Behavioural Science are at the heart of persuasive technologies. When unregulated and misappropriated, technology that looks to touch human behaviour can have unintended or even unethical consequences. At its best however, persuasive technology can step in where other strategies fail, able to accompany us on our devices to help prompt us, support us, guide us towards achieving voluntary, positive, and lasting behavioural change which truly benefits us as individuals.

The potential for achieving genuine, lasting change and ability to help populations in need of support has resulted in its exponential growth in the field of digital health in recent years, where its usage is typically classified into 2 types. The first being when it is focused on the promotion and prevention of issues. This approach involves fostering awareness, promoting positive behaviours to maintain good health and habits, as well as reinforcing behaviours to review or detect early.

The second being when it is focussed on the treatment of diagnosed conditions. This tends to involve improving the understanding and competencies of patients so that they can better manage their condition and follow the prescribed treatment more easily.

Its effectiveness has been proven, with recent research stating the use of persuasive technologies (in both types just mentioned) is nearly 100%. This is specifically when the behavioural objectives are related to dental health, diet, sexual health, physical activity, and positive habit building. However, they noted effectiveness is slightly reduced when it’s applied to smoking and substance abuse.

Did you know..?
92% of health and wellness apps using persuasive technology yield highly positive results.

Achieving Positive Change: The Role of Motivational Strategies

For a long time, behaviours and behavioural change belonged within the realm and study of Psychology. However, in today’s interconnected world, it is now not uncommon for Behavioural Science to be present when designing technological solutions aimed at people. Artificial Intelligence experts, UX designers, product managers, marketeers, software developers, all benefit from being able to gain better insight into behaviours when creating experiences for people. As a result, persuasive technology has infiltrated a wide range of every day mobile applications, computer games, and smartphone functionalities, which you wouldn’t always associate as being supported by Behavioural Science. As with all aspects of technology, when used correctly and carefully, with a well thought through strategy, it has the power to enhance everyday life. Some of the applications developed in the digital health space are an excellent example of the positive influence all the different parts working in unison can have. So, what are the different pieces of the puzzle that come to deliver positive change?

Digital Health apps frequently employ multiple motivational or persuasive strategies. The traditional elements we all recognise from using health related apps are also unsurprisingly the most successful nudges and techniques to build and reinforce behaviours and a solid starting point for persuasive technology according to studies. Progress monitoring, reminders or alert messages, feedback (both visual, textual, or audio) and positive reinforcement all contribute to encourage a patient on their journey. Then through the advancement of new and emerging technologies, simulations and virtual re-enactments of situations are becoming more widely used and opening up more opportunities for persuasive tech, especially to help people get more accustomed to new, unknown or complex behaviours.

When reviewing the most popular apps, they often had collaborative and cooperative motivational strategies such as social support and knowledge exchange which turn out to be very popular with users, and that helped towards driving adoption and self-awareness. Though intrinsic strategies are most effective for driving meaningful engagement, there is no harm in “seasoning” solutions with elements that trigger extrinsic motivation (rewards, medals and points) to generate balanced, sustained participation. Ultimately, it is important to bear in mind that the success of all these strategies is mediated by the level of personalisation and customisation that they allow. The more they can be adapted to meet the individual’s needs, the better the results.

Putting it into Practice

Let’s consider an example health application, focussed on helping clinically obese patients make permanent, positive changes. By using persuasive technology, intervention becomes more accessible as it lands into the palm of the user’s hand – allowing for an effective, personalised experience where the individual feels the technology speaks to them, on their terms, in their space. And this personalisation doesn’t need to come at the cost of rigour, for example with the example app, it could be set to run across a duration of 12 months, following a structured but automated program with weekly training sessions. The treatment could be multidisciplinary; touching on diet, physical activity, sleep, psychology, coping with stress and general health to offer a multifaceted look at health and wellbeing. The strategy could set challenges for users to select and take on depending on which ones best suit their preferences, needs and interests. As part of making the content and journey more engaging, challenges or tasks can be grouped (for example, into 50 training sessions) into a variety of formats, such as virtual simulations and trials or social and support groups where you can share your concerns and experience. The follow-up of their progress would be done through immediate and continuous feedback over time. You might be thinking, ‘but what if I don’t remember to go onto the app, or simply don’t have the motivation or desire to do so?’ The app would issue consistently frequent alerts or reminder messages to ensure the treatment is carried out. And for extra motivation, users would receive positive reinforcement comments and also virtual rewards such as points and special badges for their good work. Going that step further and tapping into personalisation, mentioned earlier as a main key to success, each patient throughout the program would also have a personal trainer who would virtually support and guide them. This would significantly help to enhance the main components that make up the programme: self-control, personal trainer communication and feedback, group support and the implementation of a semi-structured intervention adapted to each patient.

Studies have shown that in comparison to more traditional face-to-face interventions with the same objective, this kind of digital intervention allows 4 times as many patients to be treated for the same cost. With this in mind, not only are these types of apps that are based on persuasive technology beneficial for the end users in terms of preventing and treating health problems, but it can significantly help to improve how things are done across wider organisations and communities as well. Perhaps the inclusion of motivational strategies in persuasive technology represents a glimpse into what the future of digital health could and should look like. And perhaps the future of persuasive technology can learn from positive applications across health and wellbeing to pave the way for more positive experiences at the intersection between people and technology.

References

Orji, R. & Moffatt, K. (2018). Persuasive technology for health and wellness: State-of-the-art and emerging trends. Health Informatics Journal, 24(1), 66-91. doi: https://doi.org/10.1177/1460458216650979

Orji, R., Vassileva, J. & Mandryk, R.L. (2014). Modeling the efficacy of persuasive strategies for different gamer types in serious games for health. User Model User-Adap Inter, 24, 453–498. doi: https://doi.org/10.1007/s11257-014-9149-8

Väätäinen, S., Soini, E., Arvonen, S., Suojanen, L., & Pietiläinen, K. (2019). Potential direct secondary care cost benefits of HealthyWeightHub – Virtual Hospital 2.0 digital lifestyle intervention. Finnish Journal of EHealth and EWelfare, 11(4), 342–356. doi: https://doi.org/10.23996/fjhw.82457

14/10/2020/by Juanma Hermoso

Engagement, Learning

L&D Today: Change in the Classroom

This is part of a series – check out part 1 here

Schools have long followed the most traditional approach to learning and potentially struggled the most when it came to lockdown learning. With a dramatic range of learning needs, ages and attention spans, examinations, and home situations, it has been hard to deliver lessons with the same consistency and rigour over a screen or via a platform. Helen, a Chemistry teacher from North London, says the COVID-19 lockdown turned her world upside down from one day to the next.

“In a school, not all teachers are following the exact same schedule, facing the same challenges, addressing the same needs, or even required to deliver materials the same way. So, when we moved to remote learning, those different circumstances suddenly became even more accentuated.” Because the immediacy of the lockdown, Helen and her colleagues faced a scramble to work out how to balance teaching in terms of prioritising age groups in need of more personalised tutoring across MS Teams, and in terms of who had more availability. “Sometimes this meant everyone doing less, sometimes it meant people without caring responsibilities taking on more than their share. It was almost unavoidable.” Lesson materials were uploaded and shared, homework was returned, the practicalities of teaching and learning continued, but something she genuinely noticed and felt hard to replicate was the pastoral care – both for students and staff.

On paper, the move to more online learning could be great. By the day younger generations are increasingly familiar with and adept at technology. There is ample potential for bringing learning to the screen. One study showed learners recall more when using virtual teaching methods than with traditional methods, a comparative study of the same core content but through different mediums, which proved a 76% increase in learning effectiveness. With this in mind, going virtual shouldn’t mean a drop in attainment, but of course the theory is not always the case in reality.

As we have seen, schools were an area of society that were never going to stay ‘closed’ forever and though reopening has its share of challenges, we wonder how technology could assist in the teaching and learning ecosystem of the future.

Firstly, teachers and schools would argue there is more to their role than just delivering learning. In the move to screen time learning, the biggest missing piece for them became the complexity in sustaining pastoral care – for students and colleagues alike. Pastoral care can feel juxtaposed online, especially when so much can be noticed by watching students in the classroom, picking up on individual moods and behaviours. A significant part of pastoral care is the support network between teachers and co-workers within schools. Grabbing each other for a quick word in between classes, comparing notes and building a better picture of what works and what doesn’t. Coming out of lockdown, Helen says that she came to really value how everyone managed to sustain that teamwork in order to create more flexibility for each other.

Could schools take a page from the corporate world’s book and adopt team catch ups, incorporating more teamwork and collaboration into the day? Easier said than done though as teachers are renown for having barely any time in the day already, adding another call or meeting maybe wouldn’t be the best use of their time when they may feel stretched or that their focus is needed for curriculum creativity and innovative ways to capture student’s attention. However, the way to navigate that issue, is to design solutions with the teacher’s needs and schedule in mind. Digital platforms can centralise easy and instant creation and sharing of learning materials, that teachers can then adapt in delivery to the needs of the students. The experience can then be enhanced though, by including elements that will support the teacher’s working day. Features that facilitate immediate feedback, flag good news to the wider team, and enable recognition can provide automated motivation boosts during a day where they may not get an actual thank you for their dedication. Within the same platform, messaging can connect colleagues interested in or working on similar areas to improve collaboration or provide functionalities that enable teachers to ‘raise their hand’ for an offline conversation about a concern they may have regarding work, materials or safeguarding. By using personalised, digital solutions a fragmented day becomes streamline.

Asking for help or getting recognition could be sped up for instantaneous responses, and all the effort needed to “connect the dots” becomes less labour intensive, so teachers could then spend less time on frantic creative content creation, and more time on the personalised, pastoral care that technology can’t exactly step in and help with. Innovation doesn’t need to result in overhaul, but we won’t necessarily enhance the learning experience by just moving materials online or creating video content for classrooms. Real change comes by understanding your audience, and identifying where connections can be made, where they struggle, and how to enable small improvements for huge steps forward. A bit like every great teacher we’ve ever known.

05/10/2020/by Manuel Alvarez

Employees, Engagement, Learning

L&D Today: Me, My Screen & I

Approaches to learning and development (L&D) are constantly evolving in keeping with evolving tools and expectations. Although before the events of this year, educators and knowledge professionals arguably, at least felt more able to control, influence and grow with the changes. 94% of L&D professionals have recently reported they have had to change their L&D strategy in response to the COVID-19 pandemic, and another 59% thought their organisation’s adoption of digital learning was immature given the developments. L&D have had some advantages in their court for a while; technological tools and platforms opened up doors for sharing information immediately and internationally, for creating more dynamic materials, and for creating different paths for learners to follow that suit their own personal approaches and needs.

But L&D spans a huge area and depending on your focus you’ll no doubt be facing a myriad of different yet equally complex challenges today. Perhaps the biggest shared one though, being how to engage your audience. An audience who you now predominantly have to access via a screen. The pressure is on to keep materials relevant and interesting yet easy to digest, that learners can take away with them and apply in their everyday lives once they shut their laptops.

For a while, people responsible for L&D have needed to get even more creative in how they reach their audiences, who are becoming even more overwhelmed, distracted, and unfulfilled in their relationship with learning. Gen Z smartphone users unlock their devices on average 79 times a day. Office workers are interrupted every 11 minutes. Only 26% of employees strongly agree they learn or do something interesting each day. But, actually, it would be wrong to regard these as hinderances to the learning process. Gen Z may be untethered and online, but they are also an incredibly passionate and aware generation. Office workers may be short on time, but bite sized learning is proven to lead to 20% better knowledge retention. The circumstances of the last few months, although initially a shock, could now be the call to action for schools, organisations, and companies to enhance their offering – whether for the remote student, remote employee or apprentice – in order to appeal to what the modern learner is looking to attain from the experience. We are all looking at opportunities to react in order to pull audiences back in, nurture commitment to courses, and improve learning transfer rates.

Join us over the next few weeks as we take a closer look at the current state of education, learning and development, understanding recent experiences and assessing new approaches across 3 distinct areas: classroom based learning, higher education, and workplace development.

INTERESTED IN L&D?

22/09/2020/by Manuel Alvarez

Employees, Engagement

Future of Work, Future of Engagement

The Future of Work has been a hot topic for a number of years. Emerging technologies, emerging generations of employees, changing values and routines have all influenced futurist’s predictions for how the world of work will look come 2025, 2030, or 2050. Then, the circumstances of the last few months have brought a whole new set of possibilities and implications. All sectors face challenges as they respond and recover from the consequences of COVID-19. The future, let alone the future of work or the workplace, is now perhaps feeling a little undefined. It is not the first time, however, that an unforeseen force has shifted the course of economic development. The very essence of looking to the future is that it will always feel somewhat unknown, unpredictable. A leap into new challenges, hurdles, and opportunities.

In some ways, Employee Engagement is an equally undefined topic for many. It means different things, to different people, but we define it as the resulting outcome from an emotional or psychological attachment between employees, their work and their organisation. Crucially to the definition, this relationship is genuinely reciprocal – employees commit and contribute, organisations support and enable their employees. There are various ideas that suggest how Employee Engagement will be nurtured in the future. Often, they focus on an organisation’s offering or benefits; flexible working policies, limitless holidays, personal coaching, wellness, the list could go on.
All are valid and worth consideration, but we would argue that Engagement of the future will need to be:

Technology Driven: technology today can provide limitless possibilities for reaching and engaging broad, varied audiences
Employee-centric: empowering employees to want to perform to the best of their abilities as it makes them feel good, and fuels business success
Meaningful: new software alone won’t cut it in an age of constant change, distraction, innovation and for a workforce with evolving needs and expectations. Real engagement comes from personalised, relevant and science-based approaches.

In the present, businesses are revaluating strategies, priorities and objectives in the face of an immediate uncertainty. One remedy to navigate these times and prepare for the future are solutions and approaches that encourage people to go the extra mile, achieve greater productivity, develops brand ambassadors, and deliver even better customer experiences. And that requires genuine, sustainable engagement to bring out the best in your people and business.

Technology: Friend or Foe?

Before COVID-19 there were concerns around the rise of automation, echoing every significant jump in technology’s capabilities since the Industrial Revolution. And we may arguably always have that love-hate relationship with technology. The same addiction to our mobile devices, is what has helped us stay in touch with our loved ones during lockdown. The flexibility and immediacy of our digital tools and software is what has meant collaboration and communication haven’t suffered too much while remote working was enforced. For many it hasn’t been that simple of course, but the point is that technology is an enabler, it helps empower our individual creativity, curiosity and contribution.

But it is just that – a vehicle, a channel, a platform, for us to work upon and improve. If we look back on the last 100 years, what we have learnt is that behind every new technology or engineering break through are the humans driving that change. We may have been ‘afraid’ of automation or AI (or maybe better said, the change they would bring to jobs and markets) and how they would come to replace people, but we must remember that these developments are for us to adopt and apply in a way that enhances the world around us. We will still need the innovators, the operators, the fixers and creatives to support, maintain, understand, and optimise whatever the latest trend is. Technology isn’t the sole solution nor is it the end of the journey. It is what we can utilise to address everyday problems – and to create solutions to human problems, you cannot remove the human element.

Understand People, Unleash Potential

Future of Work predictions often talk about how people will be doing their work (e.g. conference calls via VR headset) or where (from the beach), but we would argue that why they will work is equally important.

Gallup report (State of the Global Workforce, 2017)

According to the Gallup report (State of the Global Workforce, 2017), two thirds of the global workforces (67%) are not engaged at work, which means they are putting in time but little discretionary effort. Why does this matter? That lack of engagement (employee has turned up but is tuned out) results in a significant productivity gap that is estimated to be worth billions of pounds.

How often do organisations claim that their people are their biggest asset? Businesses must learn to understand, empathise and respond to employee needs and drives if they want to close that costly productivity gap. Companies with high empathy scores generate 50% more earnings, and over 70% of employees would consider leaving their current company if it displayed less empathy. Each generation that reaches the workforce (and simultaneously the marketplace as consumers) arrives with its own expectations and values, formed by its experiences and the experiences of the previous generation. New generations and needs do not translate as people wanting it all, and not wanting to work. When revaluating priorities, people are looking to organise their life in a way that enables them to work to their best abilities, enjoy time with their family and friends to the best of their abilities, stay healthy to the best of their abilities and so on. Organisations need to understand what employees need from work, identify and explain what they as a business need to achieve for success, and make the subsequent experiences manageable, efficient and memorable to encourage commitment, participation, productivity for more profitability. Here, businesses have a prime opportunity to provide solutions that enable the fulfilment of their people, and that tap into and support their needs and motivations, to unlock that engagement gap.

Empathise, Enable, Engage

So what does the road to the Future of Work, Future of Engagement actually look like? How do we get there? As we’ve discussed, it won’t necessarily lead to everyone working from home, or everyone’s job being replaced by AI, but technology can have a powerful role to play in providing a platform for change.

Engaging Experiences: A lot of the time organisations know they want to enhance Employee Engagement in their workplace, but don’t know how or where to begin. Often the bigger picture can be improved by identifying themes or smaller areas to impact through change. Tools that help break down tasks and reward for each goal achieved seem simple but actually go a long way towards building up self-esteem and highlighting the value of an employee’s role. Applications that identify daily goals, recognise achievements, energise participants throughout, can show how on an individual scale and as part of a team they contribute towards driving the organisation towards its goals.

For example, immersive, ongoing experiences that require teamwork or reinforce and embed corporate values can help bring intangible aspirations to life for all to relate to and work towards representing. Employees can learn to identify desired behaviours and identify how they can embody them in their daily tasks or interactions.

RAMP: Intrinsic motivation (a drive from within, rather than external rewards) is where genuine, sustainable engagement comes from. Businesses need to better understand what motivates their people, and respond accordingly, with processes and approaches that apply this insight. The RAMP model is based on Self Determination Theory, and is what we often follow to look at challenges through different lenses, and to empathise with different user groups. RAMP and stands for Relatedness, Autonomy, Mastery and Purpose. Relatedness taps into our innate desire to be connected to others, Autonomy, the need to have choice and freedom. Mastery is a need to improve, feel progress and achievement. Purpose can be described as the “reason” we do things. The changes and enhancements you make to processes, practices and culture, flow and contribute towards boosting employee motivation across these areas, as seen in the diagram above.

For example, consider the challenges around “returning to the office” post Covid-19. Ideation platforms can help employees voice solutions themselves and help them feel their concerns are considered. Onboarding systems with virtual tours of updated office or workspace that employees can interact with can begin re-introducing employees remotely, removing the element of “surprise” or confusion ahead of arriving, meaning people will feel equipped and ready for what they’ll be walking into. Both can be practices for the future, not just COVID-19.

Where do we go now?

Looking back again at the recent effects of COVID-19, the number one thing people have missed during different stages of isolation and lockdown is human interaction. This alone suggests we won’t be moving to a tech bubble. Remote employees have commented on how they’ve missed the spontaneous collaborative moments that come from being in the office, or the socialisation aspects that are hard to replicate purely on Zoom or Teams. Even though many have proven how remote working works, the workplace of the future will still include social and in person elements.

The one thing that will be consistent is that people will still be a major part of it, regardless of the economic landscape or advances in technology. The Future of Work may still be unwritten, but one certainty is that people will still be at the heart of it. People are not replaceable, and AI alone cannot power a business. The motivation, collaboration and creativity of people will. If people are organisations biggest asset, we need to ensure that they are made to feel like that if companies want to emerge from these uncertain times in a much stronger position.

19/08/2020/by Bill Paris

Employees, Engagement, Motivation

Webinar – Engagement in Uncertain Times

Building Tools, Tasks, Teams and Trust

For many of us, recent events have challenged our concept of collaboration, connectivity and life in general. Remote teams have been forced to juggle integrating work and personal needs, while organisations have had to respond to a chain of complicated business conditions and challenges. The future seems to offer no clarity. A key question on the minds of employers now is how can they continue to keep a workforce engaged in times of such uncertainty. Any organisation’s greatest asset, engaged employees feel empowered and inspired to perform to the best of their abilities, deliver excellent customer experiences and achieve organisational goals.

At a time when many organisations are having to quickly re-evaluate strategies, resources and culture as well as develop new policies and approaches; there is an opportunity to creatively enable employee engagement.

Our latest webinar explores how we can build participation, motivation and commitment in a workforce with evolving perspectives, needs and values. The team look at how elements of game thinking and motivational theory can be used to maintain and increase engagement, and how this can then be embedded in HR best practices in order to make a real difference in the workplace when people may feel disconnected, disrupted, unfulfilled, and uncertain of the future.

28/07/2020/by Bill Paris

Citizens, Employees, Engagement

The Corporate Sustainability Challenge

A fresh chance to Go Green?

Over these past few months, we have all had time to think and reflect on the way we live our lives. Covid-19 has led to the realisation that globalisation has its consequences, and the way the pandemic has forced many of us to pause our routines has brought some issues into focus. “Essential” has a new meaning; be that an essential worker or an essential item. All those habits we thought were impossible to change or superficial needs we fulfilled all too easily have been adapted or completely turned on their heads. With all the extra time, people have taken up hobbies and crafts that enable sustainability or resourcefulness – DIY around the house, upcycling furniture or clothing, sewing masks, growing herbs, fruits, and vegetables. While we are ready to embrace a return to normality, whatever that may look like now, how much of what we have learned or adopted from the past few months will stay with us? Are we at a turning point for attitudes and values across society?

Throughout the different stages of the pandemic businesses across the world have also had to revaluate the way they operate, many requiring significant changes. Now that many of us are gradually returning to offices, organisations are having to redesign company policies, practises, and approaches. In some circumstances, entire offices themselves. If office life and employee well-being are undergoing review and evolving, it feels like an ideal opportunity to turn the page and maybe start afresh in other areas too.

We have seen social media relishing news of reduced emissions, the reappearance of wildlife in urban areas and showing off newfound resourceful hobbies, so could businesses now treat this as a much-needed nudge? The support is there for companies to take on the opportunity to integrate more sustainable practices into corporate culture and drive much needed collaboration, participation, and commitment towards a better environment, on an individual level and as a community.

Employers often implement staff wellbeing schemes, operational process improvements and other forms of workplace development to enhance health and safety. Why not also take an opportunity to review the environmental impact of their organisations and their sustainable footprint? Why not set yourself a corporate sustainability challenge? From small daily actions to broader company-wide schemes, we can all help to reduce the current environmental impact and work together for a greener and healthier future.

Getting started: Commitment, Motivation, and Productivity

One of the biggest psychological hurdles companies find themselves struggling to overcome is the concept that they are detached from environmental issues. Executive leadership teams often feel recycling efforts do not exactly concern them; it feels like a giant effort and they have little to gain especially when it is behind closed doors. Recycling or sustainable living is either a trendy statement to make, or something for after working hours. However, there are significant benefits to be found when committed to correctly – supporting and developing a better connection with local communities, motivating your employees towards a common cause and boosting morale, providing opportunities to reduce costs, and improving brand image and reputation.

Ideally, to move towards this ‘fresh start’ companies should move from good commitments to excellent, embedded behaviours as can be seen in the diagram below. We want to move away from environmental commitment being a chore to genuine, altered ECO behaviours. But how do we get from good to excellent? Commitment, motivation, productivity.

Moving the dial on behaviour change

Getting People Behind the Movement

Becoming a proactive eco-friendly company will benefit overall business productivity by improving employee morale, satisfaction, and comfort, as well as their capacity to process knowledge and information. Research reveals that businesses can benefit from a 50% reduction in employee turnover when employees are engaged in corporate social responsibility (CSR) programs. The Deloitte Millennial Survey from 2019 shows how it can also aid attracting and recruiting talent from emerging generations, who “show deeper loyalty to employers who boldly tackle the issues that resonate with them the most, such as protecting the environment,” alongside their number one concern being climate change and protecting the environment. Additionally, sustainable practices have been shown to create a positive impact on the actual working environment itself. Biophilic design is a great example of this. Improved natural lighting, use of natural materials, acoustic comfort and optimisation of spaces with a human focus are amongst different elements of this. These types of adjustments have been shown to result in productivity increases of 8%, 13% increase in levels of wellbeing, heightened creativity, and reduced absenteeism.

Educating staff on the ‘whys’ and ‘how’s’ of being sustainable and the importance of protecting the environment should be a fun and engaging activity and become a core value of a business. Ultimately, it is individual employee actions that will add up to change. Employees are often named “a business’ greatest asset”; in any scenario where employees are depended on to deliver and embody behaviours, whether delivering excellent customer service or driving a business towards its objectives, it is vital they are engaged and committed to what they are doing. It is important to move away from the idea of it being an extra task for them to fulfil as well as their actual role. To genuinely engage the individuals and teams within the organisation, it is important to remember that not one size fits all. Different people are motivated by different things, and this needs to be considered when thinking about how you can improve behaviours in your workplace.

However you personalise it, an eco-friendly focussed solution could take into account your employees’ motivations and profiles, would work towards getting everyone on board, supporting your company’s commitment to going green, and can improve organisational results and progress towards making an impact.

Firstly, environmental awareness and activism are arguably no longer a ‘fringe’ issue. Companies should strive to do better and go beyond the age-old office posters reminding employees to put empty cans in the recycling bin. But how?

Create a sense of belonging: The sense of belonging and being connected to other people is very underrated. When you feel that you are part of something and create relationships, that is much stronger than any extrinsic reward, like a badge or a free coffee for every pro-eco action executed. Encourage employees to work together towards goals as it will help people feel less ‘on the spot’ to begin with, and it will also go towards reinforcing a sense of collaborating as a community for a better shared environment. Begin with an open ideation phase, in a space where everyone feels invited, involved and comfortable discussing opinions and targets. Utilise communication tools to share round updates on team progress or newsletters that provide insight on office efficiency as well as advice and nudges.
Recognise the individual: Team spirit is hugely positive for driving participation and results, but individuals also need to feel in control of their own behaviours and goals. Getting everyone involved means taking different needs into account, in order to create solutions and objectives everyone will want to adopt. Some people might prefer to be told more information about recycling, others may prefer utilising office QR codes that they can scan with their smartphones on their own accord to receive more information about recycling and the company’s different initiatives, ask questions in an interactive FAQ, or vote for office based sustainable initiatives such as what causes should they support or what the weekly sustainable focus should be. Allow space for people to contribute in a way they feel able to. For example, you cannot expect everyone to stop coming to work by car, as it simply will not be feasible for everyone. Instead look at allowing for individual success within any strategy as well. Give alternatives and options for people to work towards, such as recycling, bringing in their own mugs and reusable water bottles. If empowered, people will see it less as a burden or chore and more a conscious decision they are able and willing to take responsibility for. Being able to take direct action that will result in real change plays a major part in helping people feel self-determined.
Create a sense of purpose: The advantage of integrating eco-friendly objectives into the workplace is that they already have a strong sense of purpose behind them. There is a global awareness, a breadth of materials and education available, plenty of activism to draw inspiration from and reinforce the sense of purpose – improving the environment for all our collective and individual benefit. We have already mentioned how sustainability is often split into two groups – those who are already fully committed and driven towards change, and those who know they could do more but maybe feel it is out of their reach. Sustainability has the benefit of a prominent, powerful, all-encompassing objective behind it – create a better world for us all and future generations. Don’t focus on solutions that just draw attention to the issue, focus on drawing attention and correlation to people’s simple contributions. For example, this week in the office we correctly recycled 1kg of plastic bottles and cups which are a major contributor to litter in local ponds and rivers. Last year 100 ducklings got stuck inside plastic bottles – thanks to your work recycling, this number will be less this year!
Recognise progress: When employees get a glimpse of what eco-friendly actions can achieve, on a personal and collective level, this motivates them to develop more ideas and shift attitudes. Over time this will result in successful social and environmental benefits, together with economic returns for the company if their sustainable strategy becomes an effective reality. Quite simply, people feel good when other people see and acknowledge their hard work. Promoting innovative initiatives that have come from employees is a great step towards improving how you recognise positive behaviours and measure the journey you’ve taken so far towards a positive future. To encourage these behaviours to continue in the long term, progress should be recognised and, in some cases, rewarded. This does not necessarily mean a pay rise for the person who recycles the most plastic in the office. It could be a workplace incentivisation scheme where employees receive points redeemable for votes towards charitable causes, following the example of supermarket token schemes. . Or it could be a technology-based solution that recognises individual contributions towards a more sustainable workplace, tracks individual and team actions and progress, collects ideas and suggestions on future improvements, and integrates game design to drive more collective involvement and engagement.

Eco-Marketing

Sustainable and meaningful marketing is extremely important for a business as part of their objective to deliver the overarching message to consumers and clients, reinforcing their commitment with actions and words. As things currently stand, many sustainable marketing schemes involve substantial financial investment, however in the long-term companies can see a greater return on said investment, saving on costs as well as improving office efficiency overall. For instance, installing solar panels in your office can significantly reduce your taxes by more than 30% of the installation cost and would cut your energy bills in half. However, the key advantage to eco-marketing is the impact on brand image, and the connection you make with people by directly addressing what they tend to seek nowadays: environmental and ethical solutions. “Ikea” is often a great example in this space, by innovating the products they provide while also matching with public gesture, such as their anti-plastic initiative where they launched two large boats into the River Thames to clean up and remove any plastic waste. The plastic collected was then used to build a sculpture later displayed at their Greenwich sustainable store.

“The recent UN Climate Action Summit and simultaneous Global Climate Strikes, found that the importance and perception of sustainability among consumers is increasing. The research confirmed 37% of consumers are seeking out and willing to pay up to 5% more for environmentally friendly products and are actively changing their shopping behaviour to do so” – Environment and Energy Leader, 2019

When finding your feet in eco-marketing, all it takes is to just start by stepping back from tried and tested traditional methods and asking the question ‘is this sustainable’? If for instance, we use the example of a conference or fair, many businesses will use this opportunity to give out free products to visitors as part of engaging in the social-networking experience and selling the company’s vision. However, as generational values and priorities evolve and individuals become even more aware of the current ‘sustainability challenge’, it is important to ensure that the products being offered are in line with eco-friendliness. Shifting from promoting a branded plastic bottle to an aluminium bottle would be a great simple change and make an impressive contribution towards reducing waste and unsustainable products. For example, the cosmetics company “Lush” use small black plastic pots as packaging which, once used, can be returned to the shop as part of their in-house closed loop recycling scheme. In exchange they give clients a free mask for every empty pot they return. This initiative creates a direct contact between the customers and the businesses’ environmental values, plus both parties are contributing to reduce plastic landfill waste.

A key element in enhancing the sustainability of a company’s marketing is through experiences rather than an item. Instead of producing informational leaflets and forms a good alternative would be to set up scannable QR codes that could invite people to a portal where they can interact with your company. Or an app where you can collect points based on eco-friendly shopping habits and receive information about sustainability and recycling – a great valuable and memorable experience that will more likely engage customers and make them brand ambassadors.

A third of consumers (33%) are now choosing to buy from brands they believe are doing social or environmental good. – Unilever International Study 2016.

It is becoming easier and actually more imperative for companies to use sustainability as a way of engaging with their customers. By working with dynamic marketing skills, you can attract the large numbers of people already invested in making a change, increase awareness within your existing customer base, leading to a completely fresh way to interact and communicate across your outreach schemes. Let your customers and clients know what you are doing, through social media and newsletters and they will come to see your communications as helpful and valuable, rather than exhausting or pestering. Concepts such as eco-friendly product giveaways, waste pick-up collection weekends or online sustainability courses could really make a difference. Make the most of modern technology and also be open to customer input on what they believe is important or their main interests. This could be done on social platforms by including a survey – an interactive, engaging, and relevant way of getting a customer’s attention and commitment.

Acknowledging sustainable behaviours and becoming an eco-friendly business will bring rewards and results. Engaging with sustainable marketing and customer experience will be the ripple effect to boosting a company’s morale, productivity, efficiency and overall client and employee satisfaction. Furthermore, introducing new sustainable measures in the workplace could be the catalyst that helps encourage actions to go beyond the office and into everyone’s homes and social circles, expanding “green” mindsets and creating positive, sustainable habits. We often talk about wanting to be the change in the world, but there is no reason we should feel the pressure of doing it alone. By designing exciting solutions that will support companies or communities in getting started, once hearts and minds are won over, the rest will then quickly follow and crucially, be maintained. It all comes down to improving understanding to break down the myth that it will be more complicated than current approaches, and developing easy, achievable habits with alternative initiatives and behaviours. As we all look to making new starts and return to normality, we should bring with us and grasp onto opportunities to collaboratively work towards a better, greener future, as individuals, as communities, and as organisations.

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This post was researched and prepared by Patricia Wiggett Canalda, University of Manchester, during her work experience with Motivait

07/07/2020/by Manuel Alvarez

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