Why business technology should feel like consumer technology
In today’s digital age, the lines between personal and professional technology—and indeed, our own personal and professional lives—are becoming increasingly blurred. Employees are no longer willing to settle for clunky, outdated business tools when they’re used to streamlined, easy-to-use consumer technology in their daily lives. As a result, business-to-business (B2B) applications are adapting to replicate business-to-consumer (B2C) models in their appearance and functionality.
As communication increasingly takes the form of taps, scrolls and swipes, this shift in expectations means that businesses must adopt technology that feels more like the intuitive, engaging products that consumers have come to expect. Here are three reasons why:
Chief Information Officer at HR, payroll and financial software supplier MHR.
1. The modern employee is born digital
Consumer technology is designed with the user in mind, with an emphasis on simplicity, intuitiveness, and efficiency. There’s no reason why business technology should be any different. When employees use tools that reflect this level of user experience in their professional environments, it can lead to greater productivity and job satisfaction.
In companies where technology mirrors the intuitive interfaces of consumer technology, employees are more likely to embrace it and engage with it voluntarily. With the spread of hybrid working, meaning that the majority of employees already use a range of devices and platforms interchangeably, both personally and professionally, replicating a similar experience across work channels will make the process of digital transformation much smoother.
Applications like MileIQ, which track mileage, already emphasize the value of engaging with the consumer experience in both a personal and professional setting. At the end of a set period, the user can scroll through all trips and swipe right for business miles and swipe left for personal miles, in an experience reminiscent of Tinder and other dating apps.
2. Companies want employees to use their technology
One of the biggest challenges businesses face when implementing new technology is adoption. Employees are often resistant to change, especially when new tools are complicated or difficult to use. However, business apps with familiar features and interfaces can help overcome this resistance.
A seamless user experience reduces the learning curve, allowing employees to quickly adapt to new tools and processes. This in turn lowers training costs and reduces the friction that comes with integrating new technologies into daily workflows, leading to a more positive and efficient work environment. Seamless, end-to-end data configurations can also speed up data entry and processing tasks and can form the basis of a personalized experience for consumers or employees.
Communication is also often a sticking point in the digital workplace, as employers struggle to keep track of workflows. However, employees are constantly connected in their personal lives, managing a seemingly endless stream of texts, notifications and direct messages. Companies can significantly improve workplace communication by replicating communication methods outside of work. By tapping into muscle memory to respond to personal notifications via technology and messaging applications, organizations can foster better connections, facilitate collaboration and inform decision-making.
3. A good user experience can help retain talent
The modern employee expects the same level of convenience and functionality from their work tools as they do from their personal devices. However, functionality, while important, is only one piece of the puzzle, with user experience playing an equally important role in B2B technology. Employees want to easily access information, collaborate seamlessly with colleagues, and complete tasks efficiently, whether they’re in the office or working remotely.
Companies that fail to meet these expectations risk losing talent to competitors that offer a more modern, user-friendly work environment. Just as consumer apps seek to increase user numbers to generate advertising or purchase revenue, companies seek to increase user numbers to improve efficiency and productivity and realize a return on their investment. By investing in technology that feels like consumer technology, companies can attract and retain top talent and keep employees engaged and motivated, especially when such developments are implemented holistically to deliver learning, development and training, in addition to workflow management.
Ultimately, the need for enterprise technology to feel like consumer technology is more than just a trend, it’s a necessity for success in today’s competitive landscape. By prioritizing user experience, increasing adoption, fostering innovation, and meeting employee expectations, companies can create a more productive, efficient, and enjoyable work environment.
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