THURSDAY 23 NOV 2023 10:21 AM


Alejandro Morillo, change and business readiness manager at Vodafone, explores the relevance of user education as a success factor in technology-enabled cultural change.

Recent data shows that flexibility in the workplace can increase productivity and spark creativity, ultimately benefiting customers and society. Vodafone's unique culture supports flexible work styles that meet personal needs, and when employees do come together in person, the focus is on connecting, co-creating, and innovating. The office space is used deliberately to support these goals, while ensuring a safe work environment for all employees.

A key contributor to delivering a great employee experience is our 'Digital Workplace': a set of cloud-based apps and services that enables our workforce to work in a collaborative, inclusive and engaging way.

However, the fundamental component that is often overlooked in digital transformation efforts is the persistent and successful emphasis on enhancing the digital dexterity of employees and leaders. This includes their desire and capability to utilise technology to achieve better business results. If the workforce is unable to effectively use the technology or are not aware of the tools that are available to them, then it does not matter how good the technology is. At Vodafone, we want to ensure that our employees across the world are aware of what they can achieve using their Digital Workplace. So, we designed the 'Digital Workplace Ways of Working' campaign: a global, digital and cross-channel-driven campaign to promote digital ways of working based on the Digital Workplace apps and services available to Vodafone employees across all markets.

Each month, the campaign focused on a new topic, providing training content, tips and tricks, and access to WoW sessions. We used "WoW moments" to highlight surprising discoveries and amazing moments as employees discover new and useful features within their Digital Workplace tools.

We used the #wowmoment hashtag as a key element of the campaign across all our communications and encouraged our workforce to share their #wowmoment on our corporate social network, for a chance to win a prize, encouraging engagement and driving amplification. The hashtag was seen more than 102,000 times.

We optimised the campaign for the digital platforms and channels that our audience use, considering the format, length, tone, and style of the content and formats for different media and devices.

Our regular live events – our WoW sessions – helped to keep our audience engaged in our campaign messages.

We used Teams live events to host these sessions, giving us recording capabilities so we could make them available for offline consumption. This also meant that they became valuable assets for our campaign.

At Vodafone, we are cultivating future ready skills and promoting digital dexterity to drive growth and innovation. The approaches across companies might differ but the relevance for all companies having to succeed in today’s demanding times remains – what is your company’s take on it?