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Maintaining a feedback-driven approach, while integrating business objectives into the EX, has helped create an engaged and productive workplace, says Lesli Seow, Watsons Singapore’s HR Director.
Living in and out of Asia, you are bound to have been to, or walked past, a Watsons store more times than you can count in your lifetime. It's a brand one would be all too familiar with, seeing it has 8,000 stores and more than 1,500 pharmacies operating across 15 Asian, European and Middle Eastern markets.
A leading personal care and beauty O+O retailer, Watsons has close to 100 stores islandwide and is the flagship health and beauty brand of the A.S. Watson Group. It prides itself on continually setting the standard in health, wellness and beauty by providing personalised and related advice and counselling to customers, and a market-leading product range in their offering, so that they can ‘LOOK GOOD, DO GOOD, FEEL GREAT’ every day.
Of course, a great customer experience isn’t possible without an equally good – or better – employee experience.
How then, is Watsons Singapore creating a workplace that inspires its employees to bring their best to work, and in turn, drive the best customer experience? As a winner of the bronze award for Best HR Digital Transformation Strategy at the Employee Experience Awards 2023, Singapore, it’s evident that technology plays a part, along with clear communication, L&D, and more, as we learn.
Let’s find out more in this interview with Lesli Seow, HR Director, Watsons Singapore.
Q How do you ensure your employee experience initiatives are aligned with your business objectives?
We follow a strategic approach that begins with a thorough analysis of our business objectives, identifying areas where we can optimise employee experience to improve productivity and efficiencies. Clear communication channels are established to facilitate collaboration between HR and other teams, ensuring initiatives align with business goals.
Additionally, feedback from employees is regularly gathered through surveys, focus groups, and discussions to understand their needs and tailor initiatives accordingly.
Monitoring the impact of these initiatives on key performance indicators and metrics tied to business objectives allows for data-driven adjustments and improvements. By integrating business objectives into our employee experience initiatives and maintaining a feedback-driven approach, we create a workplace environment that fosters engagement, productivity, and supports our organisational goals.
Q Can you provide examples of how Watsons Singapore has invested in the employee experience?
We have invested in enhancing the employee experience through various initiatives:
- Cross-department bonding activities that promote unity and communication. Flexible work arrangements, including remote work and flexible hours, prioritise work-life balance.
- Our comprehensive learning and development programmes which offer online courses, workshops, and mentorship opportunities to foster professional growth.
- Robust wellness programmes that prioritise employee wellbeing, including fitness classes, mental health resources, and assistance programmes.
- A structured recognition programme which boosts morale by acknowledging employees' contributions. Investments in HR technology, such as digital onboarding systems and collaboration platforms, streamline processes and improve communication.
These investments demonstrate our commitment to creating a positive and rewarding employee experience, focusing on growth, wellbeing, and engagement.
Our efforts aim to provide a supportive and fulfilling workplace for our employees.
Q What are some of the key challenges that you faced in implementing your EX initiatives, and how did you overcome them?
Implementing EX initiatives posed challenges that we addressed effectively. We encountered resistance to change, so we fostered open communication, conducted training, and highlighted the benefits to gain buy-in.
Limited resources were managed by prioritising, phasing implementation, and leveraging cross-functional teams and partnerships.
Measuring impact required clear metrics, so we implemented surveys, focus groups, and data analysis.
The sustaining efforts involved continuous engagement, so we were constantly engaging our employees, communicating updates, and celebrating milestones.
Through these approaches, we overcame resistance, optimised resource allocation, measured effectiveness, and maintained engagement.
As a result, our EX initiatives were successfully implemented, enhancing the employee experience and driving positive organisational outcomes.
Q Do you have processes to measure the effectiveness of your EX initiatives, and what metrics do you use to evaluate success?
Yes, we have processes in place to measure the effectiveness of our EX initiatives. We believe in data-driven evaluation to understand their impact. Key metrics used to evaluate success include employee engagement, retention rate, performance metrics, employee feedback, and employee satisfaction.
Regular surveys assess engagement levels and overall satisfaction, while tracking retention rates helps determine if initiatives contribute to employee loyalty and reduce turnover. At the same time, performance metrics evaluate productivity, quality, and goal attainment, while qualitative feedback from focus groups and suggestion platforms identifies areas for improvement. Monitoring employee satisfaction through surveys provides insights into the overall experience.
By analysing these metrics regularly, we gain a comprehensive understanding of the effectiveness of our EX initiatives. This enables data-informed decision-making to continuously enhance the employee experience.
Q Finally, what role do leaders and managers play in driving a beautiful employee experience, and how are they held accountable for the success of these initiatives?
Leaders and managers play a crucial role in driving a positive employee experience.
They set the example by exhibiting behaviours aligned with the desired culture, such as open communication and empathy.
They communicate the importance of employee experience initiatives, ensuring alignment with the organisation's vision.
Leaders empower and develop employees by delegating authority, offering growth opportunities, and providing resources. They are held accountable through performance evaluations and feedback mechanisms, assessing their ability to create a positive experience. Continuous improvement is emphasised as leaders seek feedback, adapt strategies, and address challenges.
By actively participating, leaders contribute to a thriving culture and employee engagement. Their performance is evaluated based on their ability to foster a supportive work environment and align initiatives with business objectives.
Read more interviews on why organisations have won trophies for their HR practices - head over to our Winning Secrets section!
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