Software for the enterprise is a $480 billion industry, and can include anything from mobile apps to help field service technicians find the right part, to responsive web apps to help sales reps find the perfect upsell for their portfolio of clients. However, companies often invest tons of money without certainty on how to measure the success of these products and ensure they keep improving over time.
When thinking about behavioral analytics tooling and tracking, our minds often jump straight to consumer apps. If an app user’s lifetime value is driven by engagement and retention, it’s easy to understand that you need data to learn how to optimize experiences to maximize revenue per user.
What about analytics for business-to-employee (B2E) apps?
We’ve found that traditionally with field service mobile apps, employers mainly focus on implementing APM (Application Performance Management) tooling. Honestly, this focus makes sense. Employers want their technology to be as stable and reliable as their employees are in the field. And in field services, a digital product is replacing paper and a binder, which is a very slow way to find information, but does not fail often.
Let’s take a step back. We’ve talked about what employers want out of digital solutions, but what do employees want? This is important to consider because employee experience (EX) is so closely tied to customer experience (CX). In fact, 35% of customer satisfaction stems from employee engagement. Let’s explore what outcomes businesses and their employees hope to achieve by using digital workplace apps and how analytics can help achieve these outcomes.
Employee Onboarding and Support
Employees may not initially buy into the workflow changes you are introducing to their routines. Therefore, it is important that onboarding is as easy as possible. A tool that is too complex to learn and use can easily waste an employee’s time and lower productivity. Technology-related issues have been found to cause employees to lose, on average, 22 minutes daily.
Analytics can help you measure the effectiveness of in-app onboarding materials and tutorials by answering questions around how many people completely consume the content or if employees are skipping viewing tutorials and then later running into issues. And surprisingly, a customer support team could be a primary consumer of your analytics data. Analytics tracking helps your support team recreate issues without them having to ask employees a large amount of questions. With a product analytics tool like Mixpanel, items such as a user’s operating system, app version, platform, and even what steps the user took in an app can be easily looked up in their profile.
While we agree that it is important for technology to be quick and crash-free, the solutions only help so much if your employees do not find value in using them. Analytics give you insight into if people are adopting your app and how they are using it.
Some examples of insights you can gather from implementing tracking are: whether employees are following the expected app journey or golden path if first time users are finding functionality in your app too difficult to understand who the power users of your app are, by measuring key tasks if users are not discovering value-add features that are buried.
Pairing this quantitative data with qualitative data from your support team or user interviews can help you learn the what and why of if your technology is solving the problems you sought to solve.
Employees expect consumer-grade experiences in B2E apps. This means that workplace technologies must have a look, feel, and functionality that matches other native apps or employee satisfaction may be negatively impacted. Additionally, configuring apps to leverage native functionality such as Dark Mode and Multitasking can add delight and general app adoption because they allow users to enable built in device settings. And with analytics tracking, we can see if users are taking advantage of these customizations. In one of our client’s enterprise apps, 13% of users are using the app in Dark Mode, helping to validate this investment in employee satisfaction.
Research from Forrester has shown that optimal employee experiences facilitate an 81% increase in customer satisfaction by driving employee happiness. Employee happiness can lead to more buy-in of the workplace product and increased breadth of feature usage.
WillowTree had a client who was aware that the introduction of an app itself may make employees dissatisfied and had a business goal around minimizing sadness. Their field service employees were not used to having an added layer of documentation and accountability that could slow down their workflow. Employers like this one often seek to measure employee satisfaction via surveys or Net Promoter Scores (NPS). It was also important for them to understand if employees were using the app at all and if app usage was positively or negatively impacting main business KPIs. This meant that behavioral analytics tracking was integral for the measurement of adoption and quantifying the app’s impact on the number of customers serviced.
Whether you are looking to digitize your field service processes for the first time, manage some of the hidden costs of poor field service technology, or improve your current workplace applications, WillowTree can help. Our teams of strategists, designers, developers, and analytics architects have launched consumer-grade enterprise applications for the world’s leading brands, including PepsiCo, ABInBev, and more.
Keep an eye out for the next blog post in our series on field services technology. In the meantime, get in touch with our team if you’d like to learn more about how we can support your enterprise applications.