Building Digital Experiences for Your Own Team

Tim Mulholland

In the realm of marketing and software development, there exists a substantial momentum when it comes to crafting digital experiences for customers. This momentum finds expression through the integration of various systems such as Content Management Systems (CMS), Digital Asset Management Systems (DAM), Product Information Management Systems (PIM), and client-facing web applications. The boundless potential within the digital ecosystem is exciting. 

However, to establish an environment conducive to harnessing the full potential of these technologies, internal teams must be thoroughly trained and provided with an intuitive digital interface on the back end. While achieving this is well within reach, thanks to the customizable offerings of software providers in the market, it is an area that still requires substantial attention. 

We have been privy to feedback from numerous software vendors operating in the DAM, CMS, and PIM spaces, indicating that clients often fail to leverage their platforms to their maximum capacity. In many instances, larger corporations have appointed dedicated digital platform managers who endeavor to introduce these technologies into their workflows. Regrettably, these efforts frequently fall short of their intended goals. 

This feedback has prompted me to contemplate the construction of an improved digital experience for both new and long-standing employees. It is imperative that we devise strategies to empower our internal teams, enabling them to seamlessly integrate and capitalize on the capabilities of these digital systems, thereby unlocking their full potential. 

New employees:  

In the earlier stages of my professional journey, I was employed by a Consumer Packaged Goods (CPG) company renowned for its exemplary onboarding processes. The pinnacle of this onboarding experience was their dedicated "university," a week-long immersive training initiative. This comprehensive program seamlessly traversed the entire spectrum of our operations, spanning from the manufacturing floor to how we got products on the shelf.  

Trading in our hard hats for laptops later in the week, the latter part of the week delved into the utilization of essential marketing and sales software tools, including DAM, PIM, CMS, and CRM tools. 

Significantly, this training ensured that participants departed with a well-defined comprehension of: 

1. The specific software tools employed by our company. 

2. The procedural know-how to access these tools. 

3. The crucial rationale behind their utilization. 

This training was highly valuable, and I came to the realization that digital experience platforms should be an integral part of every employee’s onboarding journey. This parallels the efforts of Human Resources in guiding employees through the navigation of time management software and other tools essential for their daily tasks. 

Additionally, the metadata terms and structure embedded within these platforms can be invaluable resources for new hires seeking to grasp the intricacies of the company's operations. 

For instance, delving into a PIM platform facilitates a comprehensive understanding of the product line, hierarchy, and its nuances. Similarly, a Digital Asset Management DAM system aids in unraveling the company's marketing strategies, while a Content Management System (CMS) sheds light on the avenues and methodologies employed for content distribution. 

Even for users engaged solely in viewing, searching, and exploring, these platforms can offer a wealth of insights, making them an indispensable asset in the holistic learning experience for new employees. 

Legacy employees:  

This does not end with new employees, in fact, in the ever-changing landscape of the modern workplace, establishing a robust learning infrastructure is paramount to ensuring the sustained success and satisfaction of tenured employees. This entails the regular updating of this group with the latest developments, best practices, and technological upgrades. 

The digital employee experience, often a cornerstone of a company's culture, plays a pivotal role in fostering a productive and content workforce. An employee who is dissatisfied with their digital experience is not only rendered inefficient but may also resort to seeking alternative workarounds, posing a potential threat to security as well. 

Here are three key strategies for maintaining an optimal digital experience for legacy employees: 

1. Treat Fellow Employees as Valued Clients: 

   Adopting the mindset of treating fellow employees as clients is a fundamental approach to ensuring a high-quality digital experience. By holding the digital experience platform to the same standards as products or services provided to external clients, organizations can maintain a consistent level of excellence. This approach cultivates a culture of internal customer service, where the satisfaction of employees becomes a priority, mirroring the attention given to external clients. 

2. Institute KPIs for Internal Environments:  

   To gauge the effectiveness of the digital experience platform, it is crucial to implement metric-based analysis. This involves monitoring usage patterns and comparing them across different departments and industry standards. By adopting a data-driven approach, organizations can identify areas of improvement, track the success of implemented changes, and ensure that the digital tools align with the evolving needs of the workforce. 

3. Foster Regular Communication and Feedback:  

   Maintaining an open line of communication with the team is indispensable in understanding their needs and challenges related to digital tools. Regularly engaging in conversations and conducting surveys can provide valuable insights into the level of satisfaction among employees. This proactive approach not only identifies potential roadblocks but also creates a collaborative environment where employees feel heard and their input is valued on their digital experience.  

Involvement is Key: 

In both scenarios discussed, a common thread emerges — the critical importance of employee engagement. Dedication to introducing, comprehending, and actively involving internal stakeholders proves pivotal for fostering company growth and sustaining robust digital experiences. Prioritizing the digital employee experience not only enhances individual productivity but also fortifies the overall efficiency and resilience of the organization. 

Initiating the journey towards an improved digital experience, both internally and externally, necessitates a meticulous audit to ensure seamless functionality of digital tools for all stakeholders. Recognizing the significance of this process, Salt Flats' Insights & Analytics team stands ready to provide comprehensive audits and best practices tailored for DAM/CMS/PIM platforms, empowering our clients to optimize their digital landscapes.