Unily’s recent research exposed the staggering $80.6 billion cost of lost productivity as a result of frontline friction. It’s something we unpacked during our recent webinar, where we were joined by experts from Gallagher, ScreenCloud, and Smurfit Westrock.
You can watch the full webinar on-demand in your own time – but in the meantime, here are some of the most impactful takeaways.
Strategic alignment is needed - but not happening
Sharn Kleiss – Strategy Partner for EX and Insights at Gallagher – was able to draw a clear line between what Internal Communication teams want, and what the reality is.
“I know from our own research that the purpose of communications is first and foremost to create strategic alignment – and that's the top priority for communicators as well. So, when you see from Unily’s study that the message isn’t getting through, that's a huge risk and a huge burden.”
The main stat Sharn was referring to was an eye-opening one – 72% of frontline workers don’t have a strong grasp of company strategy.
This disconnect has direct implications on the ability of an organization to move with speed and purpose, at a time when getting your workforce to shapeshift has become a top priority. Businesses are essentially asking their frontline workers to navigate without a map.
Disconnected and disengaged:
The economic cost of frontline friction
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The customer consequences are real
One of the implications of frontline disconnect is around the customer experience. In our study, 42% of frontline workers in telecommunications said the customer experience is negatively impacted due to difficult information access, while 37% said the same in aviation.
This was higher than the frontline average, which was still a significant 27%. It’s a clear indication that enterprises aren’t arming their people with the knowledge and tools they need to deliver exceptional customer experiences.
In an era where poor or slow customer service impacts revenue and reputation more than ever, this issue isn’t something enterprises can afford to ignore. In fact, a study by MIT's Center for Information Systems Research found companies that give employees real-time data saw 62% higher revenues and 97% higher profit margins.
Sharn backed up this point and was keen to highlight sectors like retail and healthcare, which were also part of our survey.
“If you're in these industries delivering to the customer in one way and the message coming through is to deliver a different way, it's going to affect things like customer loyalty and your NPS score.”
Safety is at stake
A poor information infrastructure doesn’t just hurt performance – it can put your entire organization at risk. Unily’s research shows that:
- 71% of frontline workers admit to using unauthorized apps and tools to get the job done
- 37% of frontline workers admit to sharing confidential information through unofficial channels
This not only creates security vulnerabilities – it can compromise regulatory compliance.
Shabri Lakhani, Chief Revenue Officer at ScreenCloud, was clear on the impact, saying:
“The cost of doing nothing far exceeds the investment of having a fully integrated communications strategy.”
The research also shows that while many frontline workers are using unauthorized apps, the root cause is that the official ones simply aren’t meeting their needs. In fact, a third said they use their own tools because their employer doesn’t provide anything.
To counter this, organizations need to design digital experiences that are as fast, flexible, and intuitive as the consumer apps workers already rely on – but also have enterprise-grade security.
This is where governed Employee Experience Platforms (EXPs) come into their own. These are specifically designed for enterprise needs and bring communication and collaboration into a secure, centralized space.
A robust EXP can eliminate the need for Shadow IT by giving employees what they’re looking for: real-time messaging, easy access to updates, and a mobile-first experience. At the same time, it can give enterprises the governance they need.
For example, Unily Chat enables frontline workers to stay connected whether they're serving on the shop floor, driving a truck, or out in the field – but crucially, it takes place in a controlled environment. This provides a far greater layer of security than tools like WhatsApp and Facebook Messenger – which our study showed were two of the most frequently used platforms for frontline workers to share company information or collaborate.
While this is the core way to address Shadow IT and frontline disconnect, it’s not the only lever enterprises can pull. Digital signage can also be a vital channel for a number of things, including:
- Broadcasting updates
- Health and safety instructions
- Training reinforcement
- Promotion of internal initiatives
Shabri highlighted the safety benefits of digital signage in comparison with email, stating:
“If I sent you the same email every single day with the same topic, it would seem repetitive and probably slightly aggressive. But with that same message coming on screen, you're able to catch people's attention.”
Ultimately, preventing the rise of Shadow IT isn’t about enforcement – it’s about enablement, in a way that works for both employer and employee.
Frontline-first thinking is essential
One of the most powerful themes to emerge from the webinar was the need to reframe how we think about internal communications. This means starting with the frontline in mind, as opposed to their needs being an add-on.
Some of the key elements include:
- Designing for mobile-first
- Ensuring information is accessible in the flow of work
- Personalizing communications based on people’s role or location
- Translating communications into relevant languages
The last point is something Amelia Hennigan – Internal Communications specialist at global manufacturer Smurfit Westrock – spoke passionately about, given her responsibility for a workforce of over 100,000 people.
“Frontline workers may not understand English because it's not necessary for their job. So, we shouldn't expect that they should receive communications from us in English.”
By using Unily’s global EXP, Smurfit Westrock can localize communications and make them as effective as possible. Amelia revealed that this is done for everything without any exceptions.
“No matter what campaign it is – Health and Safety, cybersecurity, Pride, or other DEIB initiatives – we always get it translated into 26 different languages.”
Success is defined by business outcomes
Too often, internal communications are measured by surface-level engagement such as clicks, likes, and opens. But channel satisfaction – how well tools actually work for employees – is a far better indicator of success. Sharn revealed that Gallagher’s own research has shown companies with high satisfaction in comms channels are more likely to hit their KPIs and retain their staff.
It’s also worth noting that retention is not just in the HR sphere – internal comms and IT play an equally significant tole. That means all of these teams need to come together to create effective channels for their frontline workers – ones that drive real business outcomes.
The key takeaway
Frontline friction is clearly a very real issue for enterprises, but it’s also fixable – as long as you don’t view frontline workers as a standalone department.
It’s not about having a siloed communications app just for the frontline. This only exacerbates the disconnect between them and everybody else, and does nothing to provide them with the knowledge and tools needed to be productive.
The organizations leading the way for both speed and performance are the ones who think big picture to connect and empower their entire workforce – from the people deciding company strategy to the ones executing it.
