Technology isn’t only for enhancing systems and processes. When it’s human-centred, it can empower people at the heart of good business.
Can you remember what working life was like five years ago?
Chances are, it was very different to what it is now. We’re in a period of the most rapid and profound change. Our workplaces are being transformed by the emergence of myriad technologies that are reshaping how we form relationships and do business with each other.
From an organisational perspective, the benefits are clear. In a short few years, we can now collaborate wherever we are in the world and get things done faster and more efficiently. But what impact does this have on people? Is working life easier, less stressful and more fulfilling today?
If the data is anything to go by, the answer is: not really. A recent poll of 57,000 UK employees found that employee happiness had dropped since 2020. Our own survey of 800 decision-makers across Europe revealed that 41% of UK adults were likely to leave their jobs in the next 12 months. It appears that even with incredible new tools at our disposal, satisfaction at work is not on the rise.
Of course, there could be many reasons for this other than digital platforms. But the fact that they’ve evolved so quickly in this time while the needs of people aren’t being met highlights a clear need for a more human-centric approach.
Tools that don’t match users
Tan Le of the Forbes Technology Council recently noted, “With each significant push toward the future, our personal relationships with technology have become noticeably less human.”
With technology developing so fast and so often, we’re regularly experiencing change fatigue – the sense that we’re not getting the chance to develop familiarity with systems and channels before they’re replaced. This is especially true for businesses undergoing a digital transformation, with employees having to learn new processes around evolving technologies such as AI and automation. According to a recent Gartner study, 50% of employees find themselves less able to cope with change than they were pre-2020.
And perhaps most importantly, many technologies are increasing digital friction, which is described as “the unnecessary effort an employee has to exert to use data or technology for work.” This is especially true when organisations proceed through a digital transformation effort and end up with a patchwork of new technologies, archaic structures and legacy systems that complicate the user experience rather than simplify it. Plus, when compared to our relationship with technology outside of work (where many platforms, apps and devices are designed with UX in mind) digital tools at work struggle to pass the human-use test.
For technology to be human-centred, it needs to be simple, intuitive and genuinely satisfying to use. It’s essential, then, that when we talk about digital tools – especially for communication, which is as big a human need as they come – that they can scale and adapt with your business as it evolves over time. Bottom line: keeping things simple and intuitive keeps the experience more human.
Where did all the face-to-face time go?
Our multiplying technologies have had another noticeable effect on our working lives, too. The latest piece of Gamma research of 800 decision-makers across Europe revealed that although 76% believe that individual relationships are the best way to connect with customers, 65% agreed that the decline in face-to-face contact in recent years is damaging those relationships.
As our whitepaper explores in depth, working relationships are critical to our success and need to be nurtured with the utmost care. So the question we need to ask is: how do we keep business relationships human and personal when face time has decreased so significantly?
A human-centred business
Business technology that enhances our humanity rather than works against it isn’t a pipe dream. It’s possible in the here and now when you have a provider that understands the value of building and maintaining authentic business relationships.
The Harvard Business Review puts it this way: “Instead of dehumanising us, smart tech can actually help rehumanise work.”
At Gamma, our mission is to humanise communication in an increasingly technological world. Collectively, we strive to do more than just keep pace with evolving tech. Our approach is to use technology that can infuse all interactions with a sense of humanity and purpose, cultivating trust and respect, and promoting a culture that values people above all else.
We call this ‘communications with a conscience.’ It isn’t just a feel-good motto, it’s the principle guiding everything Gamma does. It means being transparent and honest, basing decisions on the quality of services as well as profitability, striking a balance between giving and receiving, and promoting inclusivity and equal opportunity, levelling the playing field in the business sector.
We do this in three ways:
1. Our solutions
Our entire portfolio of solutions enables simple, human-centred communication, whether it’s within your organisation or in the extensive contact that you have with your customers and partners. Our user-centric design processes keep digital friction and cognitive load to a minimum, creating an intuitive experience. From our UCaaS solutions through to CX, mobile and connectivity, everything we offer is designed to make life for you and your teams easier not harder.
2. Our service
Gamma believes that relationships are the foundations of our service and success as a communications provider. That means working hand-in-hand with our partners and customers to deliver what you need, consistently, over time. It also means customising our platforms so they fit around the specific needs of your organisation and helping you evolve at a pace you can sustain. Our service approach is based on responsiveness, close support and genuinely caring for you and your teams.
3. Our culture
We are a business built around a culture that’s driven by a dedication to the needs of our customers, partners and people, with active involvement and genuine care. We encourage accountability and initiative to build trust and empower ownership. And we are committed to ethical and responsible business – prioritising doing what’s best for the people we serve, to create a sense of genuine community.
Building a human-centred future
The benefits of tech transformation are many and powerful, but without a human-centric approach, relationships can suffer. When businesses have the right technology on their side – that’s been built for the purpose of empowering good people at the heart of good business – stronger human connections can be built, no matter the device, platform or location.
For more information about our business communication solutions, check out our products and solutions. And if you’re ready to talk, get in touch with us here.
