In today’s digital age, the lines between personal and professional technology and our own personal and professional lives are becoming increasingly blurred. Employees are accustomed to sophisticated, easy-to-use consumer technology in their daily lives and are no longer satisfied with clunky, outdated business tools. As a result, business-to-business (B2B) applications are adapting to mimic business-to-consumer (B2C) models in look and functionality.
As communication increasingly takes the form of taps, scrolls, and swipes, this shift in expectations means that businesses must adopt technology that resembles the intuitive, engaging products consumers are accustomed to. Here are three reasons why:
Mark Jenkins
Social Links Navigation
Chief Information Officer at HR, payroll and finance software provider MHR.
1. Today’s workforce is digital native
Consumer technology is designed with the user in mind, emphasizing simplicity, intuitiveness, and efficiency. Business technology doesn’t have to be the same. When employees have tools in their work environment that reflect this level of user experience, they are more productive and more satisfied with their jobs.
Companies where the technology mirrors the intuitive interface of consumer technology are more likely to have employees embrace it and engage with it. With the prevalence of hybrid work, the majority of employees are already alternating between different devices and platforms for personal and work purposes, so replicating a similar experience in work channels will make the digital transformation process much smoother.
Applications like mileage-tracking MileIQ already highlight the value of addressing consumer-level experiences in both personal and professional environments: At the end of a given period, users can review all their trips and swipe right to see business mileage or left to see personal mileage, an experience reminiscent of Tinder and other dating apps.
2. Companies want their employees to use their technology
One of the biggest challenges companies face when implementing new technology is adoption. Employees often resist change, especially when new tools are complex or difficult to use. But business apps with familiar functionality and interfaces can help overcome this resistance.
A seamless user experience shortens the learning curve and allows employees to quickly adapt to new tools and processes. This reduces training costs and reduces the friction of integrating new technology into everyday workflows, resulting in a more positive and efficient work environment. Seamless end-to-end data configuration also speeds up data entry and processing tasks, which can form the basis of personalized experiences for consumers and employees.
Communication is also often an issue in the digital workplace, as it can be difficult for employers to monitor workflow. But employees are constantly connected in their personal lives, dealing with a never-ending stream of texts, notifications, and direct messages. Companies can significantly improve communication in the workplace by replicating how we communicate outside of work. By leveraging technology and the muscle memory of responding to personal notifications through messaging applications, organizations can foster stronger connections, foster collaboration, and inform decision-making.
3. A good user experience helps retain talent
Today’s employees expect the same level of convenience and functionality from their work tools as they do from their personal devices. But functionality, while important, is only one piece of the puzzle, and user experience plays an equally important role in B2B technology. Whether employees are in the office or working remotely, they want to be able to easily access information, collaborate seamlessly with colleagues, and perform tasks efficiently.
Companies that fail to meet these expectations risk losing talent to competitors that offer a more modern, user-friendly work environment. Similar to consumer apps that want to grow their user base to drive revenue from ads and purchases, businesses also want to grow their user base and improve efficiency and productivity to realize a return on their investment. Investing in consumer-grade technology can help companies attract and retain top talent and keep employees engaged and motivated, especially when such advancements are implemented holistically to deliver learning, development, and training in addition to workflow management.
After all, the need to make business technology feel like consumer technology isn’t just a trend: it’s essential to succeeding in today’s competitive environment. By prioritizing user experience, increasing adoption, driving innovation, and meeting employee expectations, companies can create a more productive, efficient, and enjoyable work environment.
We list the best project management software.
This article was produced as part of TechRadarPro’s Expert Insights channel, featuring the best and brightest minds in technology today. Opinions expressed here are those of the author and not necessarily those of TechRadarPro or Future plc. If you’re interested in contributing, find out more here: https://www.techradar.com/news/submit-your-story-to-techradar-pro
