Progressive organizations understand that this situation needs to change. In a Harvard Business Review survey, 78 percent of respondents strongly agreed with the statement, “To be successful in the future, our organization must connect and empower its [frontline] workers with technology and information.” And a Forbes Insight/Microsoft survey found that “31 percent of organizations that have the highest degree of digital connectivity and empowerment—involving more than 75 percent of their frontline workers—saw more than 20 percent growth over the past year.” This means technology investments in frontline workers result in real productivity and payback.
On the flip side, not prioritizing these workers has consequences. A Pearson study crunched the numbers for a fictional company with 10,000 frontline workers who earn $30,000 or less annually. Pearson determined that the company would lose 85 percent of its workers each year, and estimated the average cost to find, rehire, and retrain replacement workers at $4,800 per employee. The study found that the company would spend approximately $40.8 million each year to fill job vacancies from voluntary turnover. Going back to the hospitality examples, that’s quite an expense for an athletic organization or a summer resort to replace its seasonal staff every year.
The Business Benefits of Employee Engagement
Organizations must invest in frontline workers by providing them with the tools and processes they need to succeed in their jobs. Companies that don’t will have a difficult time attracting and retaining workers, especially in a tight labor market. Seasonal workers may flee to competitors because of poor processes, and contractors may feel disconnected from the organization, prohibiting them from making positive contributions. On the flip side, those organizations that adapt to meet the needs of all members of the workforce will reap rewards.
As Jessica Reynolds, senior manager of human resources information systems for Belk, put it, “The first interactions our customers have is with our associates in our stores. We want to give those associates what they need to be successful and remain engaged, so they can focus on delivering a great customer experience.”
Our own Ashley Goldsmith, chief people officer at Workday, echoes this sentiment: “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.”
It’s more critical than ever to meet frontline employees where they are and how they work to keep them engaged, satisfied, and eager to invest themselves in your organization. Employees are, after all, a company’s biggest, most sustainable competitive advantage.
“Hype Cycle for Frontline Worker Technologies, 2018,” page 3.
“Predicts 2019: Digital Workplace Applications,” page 4.