Workplace Technology: It’s All About Data

Published on September 8, 2020 - By Cecilia Amador de San José

• During GCUC APAC’s technology session, experts discussed how technology can help workplace operators create a better experience for members.
• Tech and data can help organizations better connect and engage with their customers by improving the customer journey.
• This process can help operators make informed decisions about their space, such as number of workstations, layout, and even hours of operation.

GCUC APAC’s virtual technology session took place a few weeks ago and experts discussed how technology can help workplace operators improve their spaces and create a better experience for members. 

The panel of expert speakers included:

• Bob Zheng from People Squared
• Frank Fu Kaifeng from Creams.io and Artisan Technology
• Francois Chabaudie from Neoma
• Yves N’Gakoutou from Spectra
• Chelsea Perino from The Executive Centre. 

The main takeaway from the event is that technology is not this big, scary, ambiguous thing. Rather, it’s a tool that can help organizations better connect and engage with their customers. 

Throughout the event, speakers talked about how technology should focus on the customer journey and how its core priority should be to enhance the experience for each individual. 

But, how can technology do this?

The simple answer is data. 

People tend to consume and engage more with a product or service when they have a great experience. In terms of technology, data is what can help organizations better understand what elements and factors create a great experience for different people. 

However, before you head out and invest in the latest technology, the panelists suggested using your customer journey as a starting point. 

If you start from technology, rather than by figuring out the customer journey you want to create, you won’t be able to reap the benefits of data and create valuable insights. Therefore, speakers suggested you look at your customer journey and what path you want members to follow as they engage with your workspace brand. Once you have this figured out, you can start looking at how technology can help you. 

2 Key Parts to Data: Collection and Precision

When it comes to technology and how you can tap into it, there are two main things you need to consider:

1. How you will collect data
2. How precise is that data. 

By collecting data in real time and by ensuring that the data collected is precise, operators can better understand the behavior of consumers and make their operations more efficient. The goal when using data should be to strike a balance between data collection and using that data to drive engagement. 

For example, by collecting data on when people come into your space, what type of workstation/areas they prefer, and how long they stay in the workplace, operators can extrapolate some valuable insights:

• Peak traffic hours for the space
• Whether they have implemented the right balance of workstations/areas
• Whether they need to rearrange their space to better fit the needs of members
• Whether they should alter their hours of operation. 

More importantly, when data is shared with staff, they can help improve the workplace by creating a much more personal experience. If you are able as an operator to gather data on what type of business a member runs, what their likes and dislikes are, how often they come in, how they commute, etc. your staff can use these insights to create a personalized experience that will resonate more with each individual, therefore increasing engagement and loyalty. 

Another benefit of collecting precise data is that it can help operators hone in on their marketing strategy. When used correctly, data could help flexible workspace operators identify new users or help them rethink their marketing strategies. 

At the end of the day, it’s about creating a service that truly resonates with your audience. And personalized experiences are what workers will expect in the future. 

Which Technologies Will be Part of the Future?

When thinking about workplace technology, companies need to think in two directions:

1. How technology can be used to better operate and manage a space. 
2. How technology can be deployed to improve the workplace experience. 

Speaking about the situation in China and Asia, Frank Fu Kaifeng stated that the COVID-19 pandemic has accelerated the speed of adoption of biometric technology. 

Here are some technologies the panelists believe we will increasingly see in the workplace in the near future:

• Access cards and fingerprints are out. 
• Facial recognition is in, and it’s very convenient.
• Body temperature monitors might be here to stay. 
• Mobile technology will be increasingly adopted and used to manage buildings more efficiently. 
• Smart devices are a key component of workplace technology. 
• IoT and AI will continue to be increasingly implemented in real estate.