Category Archives: Social Network

Balancing Digital Service with Human Service

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More and more companies are relying on technology for the bulk of their communications with their workforce, customers, and vendors. Lockdowns starting in 2020 moved millions of people to work from home and accelerated adoption of online communication tools. We live with less human interaction than ever before.

Technology seems to be undermining the meaningfulness of interactions we do have with others. We are more disconnecting from the real world and isolated from each other. The trend is pervasive in our society. Many of us work from home, order Uber Eats regularly, and buy nearly everything online. Instead of being with friends, coworkers, and family, we text or instant message.

Technology may be a convenient way to communicate, but at what cost is the convenience? Is sacrificing the meaningful social learning and personal engagement worth the time savings?  As Aerosmith’s Steven Tyler and Richie Supa wrote in the song, Amazing: “Life is a journey not a destination.”[1] Will society regret its move toward increasingly less socialization?

And the trend toward human-free interactions in business is really gaining steam. The business world around us is changing. We know that face-to-face interaction is proven to provide us with important benefits. Everything from a sense of well-being to enhancing credibility and trust—whether it’s with friends or cashiers at the checkout line. Even the Albertsons chain that rolled back self-checkouts in favor of cash registers with humans is already revisiting self-checkout through smart carts,[2] likely due to increase pressure to produce profits, gain analytics, and reduce staffing requirements.

Socializing is an important part of the fabric of humanity. Texts, emails, CRM tickets, and chatbots are rapidly replacing personalized customer service interactions with scripted, cold, and impersonal electronic communication. It may be more cost effective, but ultimately how will this trend impact your business? 

What is the hidden cost of replacing people with technology?

  • How does it make your customers feel?
  • How does the lack of human customer service affect your brand message?
  • What is the impact on customer loyalty and customer retention?

Ten texts or ten emails can’t even begin to approach the value of a few minutes of human interaction with a well-trained, cheerful, and engaged customer service guru when a customer is in need. Yes, a smiley-face emoticon is cute, but it will never replace the ability to serve your customers personally. Face-to-face interactions with other real humans could rapidly become the most premium service of all.

Consider the following recent observations from a recent job seeker and freelance writer.  Amanda Claypool applied for jobs at Waffle House, Crumbl Cookies, McDonald’s, Wendy’s, and Hardee’s. Writing as a freelancer for Business Insider, Amanda shared that: “I successfully landed a part-time job as a server at Waffle House and it was the only one with a human point of contact during the application process.” Every other job required her to “correspond with chatbots and automated emails” that left her “annoyed and uncertain” and suggesting “Adding more human contact, rather than less, could be one way to solve the problem.”[3]

There’s something real and valuable about real human interaction. Humans strive to be together. Over centuries, humans have built villages, towns, cities, major business center, and large universities campuses all with the intent to bringing humans together. We instinctively know how important and productive it is to have real world interaction with your circle of friends, coworkers, potential employers, and the essential service people that make up your everyday world. We know that these important human connections aren’t the same once reduced to automated text-to-voice or chatbot applications.

There is no substitute for personalized service. Smart businesses will invest in both technology automation tools and customer service people to provide their customers with the ultimate service options: leading service with human interactions and allowing customers to optionally consume technology self-help tools at their convenience. This approach will strike the right balance between digital service and real human interactions.

[1] Quote Investigator. https://quoteinvestigator.com/2012/08/31/life-journey

[2] CNBC. (2022 May 19). Grocery chain Albertsons to start using self-checkout carts. https://www.cnbc.com/video/2022/05/19/grocery-chain-albertsons-to-start-using-self-checkout-carts.html

[3] Claypool, Amanda. (2023 June 9). Chatbots Made It Almost Impossible for Me to Get a Job. Business Insider. https://www.businessinsider.com/chatbots-made-it-hard-to-get-fast-food-job-2023-6.

VC investment alters the HR technology landscape

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hr_investment_bargraphBillions of dollars invested in HR technology companies have created a handful of new and reborn one-size-fits-all HCM vendors who made a big splash on the HR scene throughout 2015 and 2016. Not to be outdone, niche HR specialist vendors have upped the ante with some very compelling niche products targeting recruiting, performance, learning, compliance, and social collaboration. Choice is always a good thing for HR departments. How does all this investment in HR technology companies change the way HR executives think about using technology within their operations? 

To best-of-breed or not to best-of-breed? That is now the question.

There is no question that current thinking leads HR executives toward single-vendor-fits-all approach for HCM over using multiple best-of-breed niche software providers. The best-of-breed approach may gain favor as convenient and reliable data exchange service to core HR platforms mature. I’m seeing this trend occur with SMB accounting and sales automation providers now supporting data exchange to financial institutions, POS, fulfillment services, lead sources, and even benchmarking data. I expect the HR space to follow suite making a best-of-breed solution approach more viable for HR executives to consider in the future.

A new category is born—The Social Workplace.

Facebook, Google, and Microsoft are all well-positioned to Socialize the workplace. Social tools at work have the potential to reinvent tracking time, electing benefits, performance management, training, and coaching. This goes much deeper that LinkedIn or Glassdoor—think Facebook, SharePoint, and GoToMeeting combined. In fact, Facebook is already in the game with Workplace by Facebook (https://workplace.fb.com/) launched in late 2016. Gaining access to the employee’s wallet will be the holy grail for Social Workplace vendors, and HR is positioned as the epicenter to be the gatekeeper and policy maker for this new category. I’m concerned that many HR executives are too overwhelmed with day-to-day workload to properly address this opportunity. So, jumping into bed with Facebook may be convenient but not in their companies’ best interests. There are so many issues to consider: security, privacy, data ownership, productivity, etc. It’s HR’s ball to carry right now, and I’m hopeful that HR executives prioritize their time so they can lead the charge to carefully, thoughtfully, and safely deploy Social Collaboration in their workplaces.

Regulations grow exponentially; strategic outsourcing is HRs only hope to keep up.

With all good intentions government continues to burden companies with new reporting and regulation. With the expansion of E-Verify, EEOC, health and welfare laws, efforts to curb tax refund fraud and change tax brackets, the coming compliance burden continues to grow. We’ve learned from the ACA that new employment laws can be anything but a routine and predictable compliance job during their initial rollout. Already understaffed HR departments should strategically outsource these duties to specialists because when you bake in the true cost of doing the work yourself, outsourcing is truly more affordable and reduces compliance failure risks at the same time.

On premise software bites the dust.

Technology investments have favored Cloud vendors exclusively since investors like the advantages of the Cloud business model with shorter development cycle times, a single code base across the customer base, a streamlined support experience, and out-of-the-box integrations with third-party vendors. These things are all made possible by the Cloud software business model. The Cloud business model also does away with version upgrades costs and aligns customer and vendor interests around a stable and compelling product version which reduces the demand for support. That benefits both parties. Vendors are rewarded with lower costs and clients are rewarded with a better product and lower total cost of ownership. As most software vendors exclusively align their products to cloud deployment, on premise software becomes a relic of the past.

The billions of investment dollars in the HR technology space over the past five years has created new choice for HR departments. HR executives should look to outsource the increased burden of compliance to leave them bandwidth to focus on strategic technology investments such as Social Workplace tools and Human Capital Management software. Arguments will still be made for a single vendor solution, but a best-of-breed approach may gain more favor soon. Either way, HR needs to exercise caution with adequate due diligence in the vendor selection process. Don’t pick a vendor solely on technology demonstrations. A vendor that is too focused on feature-packing and super growth and not enough on customer service can be a nightmare to deal with. Nothing can make up for bad partner choices and failed implementations. The cost, aggravation, disruption, loss of time, and negative hit to your reputation as an HR leader is unrecoverable.

The Social HCM

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With more than one billion active Facebook users already, social networking is strong and getting stronger as literally hundreds of millions of new users join a social network this year.

Unfortunately, business adoption of social networking hasn’t extended much past the marketing department. Business has made its social network investments targeted toward gaining more customers and selling more products or services. Companies are behind the eight ball in their use of social network tools within the workplace and aren’t taking advantage of social networking’s potential to reinvent how workers connect, collaborate, and learn in the workplace. These tools can ultimately improve profits and promote a happier and more engaged workforce.

The modern dispersed workplace needs “social.” Business suffers with fundamental communication issues ranging from misinterpretations and assumptions to lack of follow-through, privacy issues, and inadequate distribution of vital information.

A workplace social network solves these problems because it redefines communication in fundamental and convenient ways. We now connect with friends and family and share multimedia content, update statuses, and check-in at familiar destinations—all paradigms that didn’t exist ten years ago. These new paradigms take social media beyond its entertainment value and improve communication in ways that benefit the sender and the recipient, making social media the most convenient means for sharing information. With such a dynamic shift in people’s communication preferences, why has business been so slow to adopt social networking tools for its workforce? This is for one simple reason. Current social collaboration products simply mimic the features of consumer products and lack the game-changing benefits needed for organizations to adopt them. Businesses will adopt a workplace social network when the products transcend novelty and entertainment-value to become an actionable tool for communication and vital business decision-making.

Human capital management fused to a social network is what is needed. The social graph inherent to the Human Resources function is the foundational element for building a “socially networked” workforce. This Human Resources function, once made socially-aware, can be used to identify, predict, and facilitate many of the actionable aspects of Human Capital Management to drive substantial productivity gains and cost savings. I refer to this game-changer as Social Human Capital Management or Social HCM for short.

A few of the productivity gains and cost savings that can be expected from a Social HCM are as follows:

Speed information flow and decision making.

A social network with its diversity of relevant connections increases communication and collaboration. When employees communicate and collaborate they are more careful and thorough in their thought processes, and in turn they develop better plans. Better planning improves speed, quality, and execution. Agility shortens the cycle of innovation and learning, and these are the keys to establishing a competitive edge and profits.

And it doesn’t stop there. Social HCM distributes actionable events, polls, and notifications, all within an easy-to-follow and familiar interface for information consumption. Users need only to look in one place for all relevant actionable items, such as time off requests or other items needing review, action or approval. Define and schedule favorite informational reports and event notifications to be delivered to your stream or to others as well. And keeping tabs on the whereabouts of your subordinates is gracefully managed by following check-ins and status updates from your direct-report workgroup. A manager can offer his employees instant feedback or tag items for future reference. As feedback from manager to employee is more frequent and conveniently indexed, the chore of managing performance is minified, and reviews can be conducted more accurately and more often with the most relevant content and feedback organized chronologically, by good or bad, or even by competency.

Improve relevancy and avoid Information overload.

The social network is an intelligent design with an intuitive framework for managing the high volume of information that workers face today. Replacing e-mail as a primary business collaboration tool will accelerate the benefits of the social network since the social network allows you catch what you need from the flow information, when you need it, without having to consume the entire river of information. Documents, multimedia files, ideas, and experiences can be exchanged privately or to entire departments, locations, workgroups, special project groups, or private communities. This flow of information can be tagged and retention periods defined so that relevancy for future learning remains high. Like, view, comment, share, alerts, along with tagging activities for follow-up—these concepts are intuitive ways for information consumption and exchange that are adopted from the consumer social network and optimized for use in business. The end result is relevant information accessible like never before–from your desktop browser or mobile device.

Promote employee engagement, productivity, and retention.

“The simple act of paying positive attention to people has a great deal to do with productivity.” ― Tom Peters.

Recognition is a very effective and often underused form of motivation. Ask any HR professional and they’ll say that a recognized worker is more likely to be a satisfied and long-term employee. Social HCM both automates and provides for ad-hoc distribution of frequent, consistent, and fair public recognition to those employees deserving such recognition. Connect social badging metaphors to HCM’s traditional award and points tracking capabilities, and you’ve removed the chore of managing and assigning points for redemption of gifts or other company rewards.

Speeding the feedback loop between project stakeholders and contributors is essential to ensure that projects remain on track. As Henry David Thoreau once said, “It is not enough to be busy… The question is: what are we busy about?”Communicating status and milestone updates regularly to the stakeholders and contributors is one way that Social HCM helps teams stay connected, engaged, on-track, and held accountable for their individual and team productivity. These are the very teams that are most likely to take pride and ownership in their work and perform better.

Increase compliance and utilization of intranets and self-service.

How do you get highly distracted employees to focus on quality initiatives, complete paperwork, read and follow important corporate communications, and respond to surveys without making them feel badgered and controlled? You provide simple and intuitive means for employees interact with the company by adopting the social network metaphor. Punching time clocks gives way to check-ins, status updates serve to update project milestones and project members, pay stubs are securely delivered to an employee’s stream, and events like open enrollment are simplified by virtue of the familiar easy-to-use interface—all of this making these tasks feel more like entertainment and less like work.

Improve knowledge transfer and business continuity.

In businesses, data is typically recorded and information is filed. But what happens to the great percentage of information that resides in the minds of employees? How do those in need of learning connect to those who can teach? For all businesses, it behooves them to establish a dialog before a vast amount of knowledge walks out the door as millions of baby boomers retire and their replacements lack essential core competencies. Social HCM can be the critical resource used to facilitate mentoring and sharing of organizational knowledge. Its metaphor both motivates and reinforces appropriate and responsible corporate citizenship as the social network promotes convenient, open, and transparent communication—the type of communication that is so much less likely to be ignored.

Social HCM will find its way into businesses as HCM software vendors fuse the social network metaphor to Human Capital Management. The virtues of this combination will be just too compelling of a technology for businesses to ignore.