Close to three-quarters (74%) of frontline workers believe that technology plays a critical role in customer service, new research by provider of intelligent workforce management solutions, Humanforce has found.

While technology is being recognised as increasingly important to meeting retail customer needs, only 28% of Australian workers feel that the technology they use in their workplace is advanced, with 13% identifying it as either poor or limited.

“Part-time and casual workers are at the frontline of customer service in Australia, making them commonly the first point of contact for customer queries and taking the lead for any issue resolution. Importantly, these workers rely on technology to connect with their employers and colleagues, assist in their roles and meet customer needs,” Humanforce CEO, Clayton Pyne said.

Workers themselves identify that they need advanced technologies to do their jobs, with only 4% of people surveyed saying that technology did not play a role in their ability to serve customers. Further, 83% of those surveyed would be more likely to join a company if they used automated technology to help better manage their work including tasks, shift availability and pay. Conversely, 23% of frontline workers would consider leaving an employer if they did not offer technologies in the workplace that helped plan and manage their work.  

After mobile phones, tablets, and computers. the workplace technologies reportedly most used by frontline workers in Australia were scanners (36%), point of sale (POS) systems (23%) and wearable technologies (11%).

“One bad experience or poor customer service interaction today can lead to customers abandoning a purchase and forming a negative perception of a brand, that may never subside. To meet Australian consumers’ expectations, businesses need to step up their customer service game and support workers with the right technologies,” Pyne said.

“Solutions that can speed purchase processes, instantly surface a customer’s purchase history, or provide background on a product issue or complaint, equip frontline workers with invaluable tools and information to better meet customer needs, while in the flow of work.”