EX efforts in Asia-Pacific well-intentioned but misguided: Forrester

Employee experience (EX) efforts in Asia-Pacific remain misguided despite well-intentioned efforts, according to a report from market research firm Forrester. The report found that firms in the region focus on EX due to declining customer experience (CX) ratings, talent shortages, and the threat of automation, with service industries such as banking, IT and IT services, and airlines giving more importance to EX.

Big multinational firms also leverage EX to promote a cohesive and standardized culture to make sure workers feel part of the larger group, said the report. Forrester said multinational companies in the Philippines integrate EX practices from global offices into business process outsourcing firms. In Malaysia, Thailand, and Indonesia, newer tech companies focus more on EX than other firms, said the report. Forrester noted that EX maturity within the region remains very low despite the high interest, with only a few firms mapping out employee journeys or developing employee personas, and that EX initiatives “completely ignore” the tech aspect which hinders tech adoption.

The report urged organizations to focus on workers’ daily journeys and link their abilities to complete daily tasks with their overall experience instead of concentrating on the employee life cycle from hiring to retirement.

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