The Optimal Application of an Integrated E-Feedback Digital System of Etihad Airways - Essay Example

THE OPTIMAL APPLICATION OF AN INTEGRATED E-FEEDBACK DIGITAL SYSTEM OF ETIHAD AIRWAYS Introduction The E-feedback digital system is crucial in everyday life and in bringing efficiency in the workplace. The development and advancements in technology have made it easy for people to communicate among themselves and for organizations to reach their customers without hustling much. Today, organizations such as Etihad Airways have implemented E-feedback digital system that allows them to interact with customers, as well as employees for better delivering of services. However, the emerging competition in the corporate worlds is making the organization look for efficient, cheap and time-saving means to allow them achieve the set objectives. Hence, E-feedback digital system must be implemented in the best way to meet the desired goals. One of the desired goals is to meet the expectation of the organization as well as the intended users. Therefore, optimization of the system is paramount to its success. Some of the best ways of optimizing the system are discussed in subsequent paragraphs. Ways of optimizing the Etihad E-feedback digital system Understand the environment It is critical for Etihad Airways to understand the environment as well as people involved to optimize the intake of the system. Understanding the personal characteristics of clients, as well as employees, is imperative in ensuring the success of the system (Hewitt 2014). Developing and identifying personas helps the organization in creating opportunities to build with the end in mind through creating a shared understanding of whom the product is intended. Currently, the group has identified the intended users who are the customer. However, it is essential to determine the demographic structure of the proposed client as it plays a role in the success of the system. There is a need for the Etihad Airways to develop parameters in which it is going to use to measure the success of the uptake of the system and some of the failures that might be encountered or experienced. Currently, there are many E-feedback digital systems in the market and they work differently and designed for various goals. It is paramount for Etihad Airways to conduct a survey of the digital competition to know how best it can enhance its system to overcome the barriers likely to be experienced (Hewitt 2014). Benchmarking is paramount in the implementation of this system because it helps in overcoming unnecessary risks and barriers. This will also allow the organization to adopt a system that is user-friendly and meet the expectations of the customers, organizations and the clients served (Porter & Heppelmann 2014). The expectations of the employees, as well as the clients, are very diverse in terms of using the system. This means the system must be designed in a way that meets the diverse needs and expectations of the users (Hewitt 2014). Hence, it is very vital for the organization to consider the personal profiles and demographic characters of the users, roles and expected outcomes, user goals, and some of the questions. All these will be vital to delivering success through optimization of the system. Overall, Etihad Airways must understand the environment and all the stakeholders involved to ensure optimization of the integrated system. Understanding the environment through benchmarking and other practices are vital in meeting the needs of all stakeholders in ensuring that all goes well (Hewitt 2014). Through all this, the organization will be better positioned to reap and acquire a competitive advantage. Positioning the organization for digital success Embracing technology is sometimes difficult for many organizations as well as the stakeholders. Implementing or initiating a change is always costly to organizations because of perception that stakeholders have towards technology (Hewitt 2014). In this case, Etihad Airways must develop some avenues to speed the uptake of the system as well as to embrace it. One of the ways is through creating a center of excellence that catalyzes, connects, and advances the thinking of stakeholders on the engagement of the system to be implemented (Porter & Heppelmann 2014). Defining an organization as one of the digital success will speed the process of employee’s uptake and embrace of the system since it is what will determine the success. All these changes must be in line with the organizational objectives as well as mission towards maintaining its competitive in the airline global market. Currently, Etihad Airways is doing very well in terms of service provision as well as revenue generation. Keeping the momentum requires a clearly defined strategy where the employees and client embraces technology and gives feedback on the services rendered (Homeuya 2014). Etihad Airways needs to find the right people who can steer on the campaign for the new system to be embraced by the employees as well as customers or clients. Shifting from the traditional practices to modernity always takes time and needs a special force to make people or those concerned to embrace and adapt to change. This will call for the use of professionals who can train the employees and the rest of the people on the perceived benefits. The benefits are the timely delivery of information to allow a quick response, as well as anonymity of the user. The right people to steer this cause will be vital to influencing its uptake as well as shedding light on some of the challenges likely to meet with the target audience or members. The new of professionals working on this project can achieve efficiency and goals through defining their roles and responsibilities, stewarding user personas throughout the project, enforcing scope in the case change spiral is out of control. Lastly, the team must conduct a review, report and share with relevant people to ensure they achieve the success and the goals. Developing a product management mindset and approach The integrated E-feedback system is not a company product, but a means for hearing from both clients and customers to help management formulate policies. Today, many initiatives by many companies fail because they suffer from the project-only approach (Hewitt 2014). This implies that the management or project managers do the projects in isolation, hence ignoring the involvement of stakeholders who are also the target. Through this, the organization can achieve the expectation by defining a system that has a vision, operational responsibility and awareness of the landscape (Porter & Heppelmann 2014). Additionally, the system may have a roadmap of user-driven than organizational driven to make the customers, as well as employees, identify themselves with it. Moreover, any project that is developed must meet its expectation as, in this case, the integrated E-feedback system must meet its expectation (Hewitt 2014). Professionals who understand the concept relayed to achieve the goals of the organization must manage the system. It must be a system that has a shared platform and meets the demand of the departments. Secondly, it must be designed in a way that improves the current experience of the customers and employees to make them embrace it and adopt its usability. On the other hand, a real integrated system must be designed in a way that it acquires and maintains an understanding of various stakeholders views regarding different issues involved. In this matter, Etihad Airways management must include the views of customers and employees to optimize its usability. Secondly, it must use local equipment which the intended users can easily integrate and grasp the concept. Additionally, the organization must manage the roadmap and the stakeholders to ensure transparency, as well as actions on all the issues raised. Lastly, gathering data is very essential, and their analysis, as well as reporting, is equally important. Therefore, the organization must generate insights for system development beyond what people ask or know to optimize the outcome (Porter & Heppelmann 2014). Champion user experience Etihad Airways will celebrate if it achieves success through employees and client embracing the integrated E-feedback system. This can be achieved through championing the user’s experience by popularizing the system and making its benefits known to the intended people. It will require coordinated efforts through actions as well as reaching out to the intended people. In this case, Etihad must do all it can to market the system to its customers as well as employees who will intern talk to the clients to embrace the system. The management and employees are the first people to feel the user experience before replicating the same to the customers who are to provide the information to clients. The adoption and positive user experience will be very vital. Because of this, it is useful for the organization to develop a support team that will help champion positive user experience. This is through being there to solve their problems and helps them in areas they meet difficulties (Hewitt 2014). Digital and social engagement Etihad Airways will be through to go and implement the integrated E-feedback system if all the above measures are considered. It will help maximize the intake of the system, as it would consider all the measures. Integrated E-feedback system can take many forms, including the use of social media such as Twitter, Facebook among other sites. Today, many organizations are resorting to using social media to get feedback from their clients as well as to market their products. Hence, Etihad Airways will be better positioned to reach and tap from the existing customers in case it considers the important issues in optimizing its system usability. Conclusion Optimization of integrated E-feedback system requires the managerial inputs to succeed. Training is imperative as well as the inclusion of all stakeholders. Additionally, the positive user experience will be very vital to the success of the system in addition to training to overcome obstacles. References Hewitt, P 2014, Setting the stage for digital engagement; A five step approach. Available from http://www.educause.edu/ero/article/setting-stage-digital-engagement-five-step-approach [May 3, 2015] Homeuya, G 2014, e-Spirit, Canto Partnership Brings Together Content and Digital Asset Management for Optimized Web Experiences. Available from http://www.mycustomer.com/blogs-post/e-spirit-canto-partnership-brings-together- content-and-digital-asset-management-optimized [May 3, 2015] Porter, M. & Heppelmann, J 2014, How smart, connected products are transforming competition. Available from https://hbr.org/2014/11/how-smart-connected-products-are-transforming- competition [May 3, 2015] Read More