Verizon finds a significant gap in key business priorities in hybrid work era

Massimo Peselli, Chief Revenue Officer, Global Enterprise & Public Sector at Verizon Business

Verizon Business released survey findings from its global Unified Communications (UC) and Customer Experience (CX) tentpole research, conducted by Omdia. With responses from more than 1,100 business decision makers (BDMs), IT decision makers (ITDMs) and employees, the resulting “Time to Change the Way We Work” report uncovered a significant gap between perceptions of key business priorities for their organisation in the new hybrid-work era.

What are the executive’s thoughts on the product?

“Leadership all too often falls into a trap of viewing the business through rose coloured glasses, which can result in a disconnect between enterprise expectations & employee sentiment around the solutions & disciplines necessary to stay competitive & drive workplace transformation,” said Massimo Peselli, CRO, Global Enterprise, Verizon Business.

“The more closely aligned business leaders and employees are, the more successful they will be transitioning during this period of ‘great experimentation.’ Verizon’s deep portfolio of UCC and CX solutions and expertise are purposefully designed to meet the needs of every customer, particularly those with diverse and hybrid workforces,” Masimo Pesselli added.

How does organisational myopia impact business?

The report found significant differences between how BDMs and employees view the workplace—a phenomenon we call “organisational myopia”, with ITDMs somewhere in the middle. BDMs were around twice as likely as employees to say personal productivity (75% & 38%) & employee well-being (71% & 35%) improved since pre-COVID.

But the greatest gap was in customer satisfaction, with nearly three times as many BDMs (74%) seeing improvement versus just 25% of employees. Employees and BDMs also differed on whether employees have the tools and the flexibility they need to work effectively wherever they are, with BDMs more likely than employees to say their organisation provided them the tools and flexibility needed to succeed, such as:

  • Contact center technology (87% of BDMs vs 67% of employees)
  • Collaboration and communication technology (93% of BDMs vs 76% of employees)
  • Business systems and technology (94% of BDMs vs 74% of employees)
  • Flexibility to work wherever they are most productive (91% of BDMs vs 76% of employees)

Further compounding the issue, technology is not viewed as a strategic investment by more than one third (36 per cent) of BDMs, while outdated business systems and technology are cited as barriers to success by nearly half of employees (49 per cent).

A major part of that disconnect lies within the contact center. With front line agents serving customers, lack of budget (35%), a lack of integration between different channel platforms (34%), and a lack of in-house skills (33%) were viewed as the most significant barriers to achieving successful outcomes—showing some parallels with the employee experience.

How to bridge the perception gap by workplace redesign?

Effective leadership requires organisations to continually learn from what is working and what isn’t, to engage all stakeholders in this learning process and to make the investments needed to succeed. It comes down to the people, the processes and the tech & creating a workplace that ensures employees receive a positive experience from recruitment to retirement.

Ultimately, businesses need to approach the employee experience (EX) with the same care that they approach the customer experience (CX). Frontline workers and contact center agents have been largely underserved by modern tech & services. By ensuring they are key stakeholders in identifying the needs of customers and agents, & that they are fully included in the decision-making process, this can change. This is not the case in 72% of organisations.

Verizon is uniquely positioned to help our customers create new models within their workplaces that are designed to support both the business and the employees. For the full findings highlighting gaps between how business decision makers, IT decision makers & employees view the workplace & the tools they use, download the full report. Learn more about how Verizon’s Cloud Contact Center Solutions can support your business transformation.