Workers say tech critical to customer service delivery

Tuesday, 14 June, 2022

Workers say tech critical to customer service delivery

New research suggests that three quarters (74%) of Australian frontline workers believe technology is critical to effective customer service delivery. While recognised as increasingly important to deliver on customer requirements, the technology used is regarded as ‘poor’ or ‘limited’ by 13% of workers versus the 28% that believe their tech tools to be ‘advanced’.

The research was conducted by Humanforce and found that the workplace technologies most used by frontline workers after mobile phones, tablets and consumers were scanners (35%), point-of-sale (POS) systems (23%) and wearables (11%).

“Part-time and casual workers are at the frontline of customer service in Australia, making them commonly the first point of contact for customer queries and taking the lead for any issue resolution. Importantly, these workers rely on technology to connect with their employers and colleagues, assist in their roles and meet customer needs,” said Clayton Pyne, CEO, Humanforce.

Workers themselves identify that they need advanced technologies to do their jobs, with only 4% of people surveyed saying that technology did not play a role in their ability to serve customers.

Today, frontline workers not only prefer employers that offer workplace technologies that support their work but seek out companies that use technologies that empower workers to manage their own shifts. 83% of those surveyed would be more likely to join a company if they used automated technology to help better manage their work — including tasks, shift availability and pay. Conversely, 23% of frontline workers would consider leaving an employer if they did not offer technologies in the workplace that helped employees plan and manage their work.

“One bad experience or poor customer service interaction today can lead to customers abandoning a purchase and forming a negative perception of a brand that may never subside. To meet Australian consumers’ expectations, businesses need to step up their customer service game and support workers with the right technologies,” said Pyne.

“Solutions that can speed purchase processes, instantly surface a customer’s purchase history, or provide background on a product issue or complaint equip frontline workers with invaluable tools and information to better meet customer needs, while in the flow of work.”

Training was identified as a priority by workers to help them adapt to new workplace technologies, with hands-on training provided by a manager or colleague and online training accounting for 49% of respondents’ preferred training methodologies.

“In a competitive hiring environment, businesses need to focus on the employee experience by offering workers technologies that support positive customer service outcomes and enable them to better manage their work, while allowing businesses to optimise costs, improve productivity and realise compliance,” Pyne said.

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