With constantly changing technology and the pressure of meeting daily productivity metrics, front-line employees in the broadband industry need timely, relevant access to training, on demand. Technology is raising the bar both in expectations and expertise. The emergence of Internet of Things (IoT), the Connected Home, and other market-changing technologies means the breadth of knowledge employees are expected to retain is growing at an incredibly fast pace.
Currently, technicians and customer service representatives comprise an estimated 35 percent of the U.S. broadband industry workforce, with front-line technical supervisors comprising 3 percent, according to the Bureau of Labor Statistics. For some companies, the line between technicians and call center representatives has blurred to the point of nonexistence. Wearing multiple hats is no longer a theory, it is a reality, and the need to support these employees with the latest information they need to continue to serve their customers well is more important than ever.
Front-line employees face constant challenges that affect their proficiency and productivity on the job. When employees lack confidence on the job and don’t feel supported by their employer, they may consider leaving.
The cost of replacing even one employee is substantial—ranging from one-and-a-half to two times that staffer’s salary to recruit, hire, and train a replacement. Not investing in employee learning and development can cause a ripple effect that starts with losing valuable employees and leads to a loss of customers over time.
New research by Jones/NCTI, gained directly from technicians via an online survey and roundtable research of training leaders, provided three key recommendations for broadband companies to lower turnover and boost employee satisfaction:
1. Create clearly defined career paths for your employees.
More than 80 percent of those surveyed desired career path assistance.
The growing competition across all industries for educated workers with technical knowledge and strong communications skills creates a unique challenge for learning and development leaders in the broadband industry.
There are few major industries that send their front-line employees into customers’ homes every day. As in-home representatives of their company, front-line employees serve as educators, problem solvers, content experts, technical gurus, listeners and advisors, and ambassadors. They embody corporate brands and establish the foundation for a relationship that companies want to nurture and grow for years to come.
Our research showed that 83 percent of those surveyed indicated a clearly defined career path was the primary factor that makes them want to stay with their company.
Other factors that contribute to a front-line employee’s longevity include:
- Needed knowledge to help satisfy customers
- The ability to earn industry certifications
- The opportunity earn college credit by taking job-related courses
2. Offer learning opportunities to help employees feel productive and proficient on the job.
Almost 9 in 10 surveyed want more training.
Even with an estimated 40 hours a year of training for customer service representatives and 30 to 35 for technicians (Jones/NCTI Research), employees want more. Technicians indicate more training helps them face continuous change and meet high expectations.
Almost 86 percent of front-line employees said feeling proficient and productive in their jobs made them want to stay with their current company. It’s more than just performing job functions on a daily basis; 70 percent of workers say showing progress on company assessments helps them to feel more confident in their position.
Training timeframes matter, too. While many companies focus on the first three months, front-line workers indicate the first year is critical, with 67 percent indicating it took them six months or more to feel competent in their current job.
According to our research, almost half of technicians say they are not getting enough of the training they need, and respondents indicated that training to advance senior-level employees into supervisory or leadership positions is the least effective of their company’s training programs.
Most importantly, one size does not fit all when it comes to learning and development. Employees prefer that their companies offer three specific types of training, and they want their company to increase these offerings:
- Ongoing job training, such as safety or technology-specific courses
- Foundational job training to introduce and refine core skills
- Access to relevant information while on the job
3. Offer compensation or bonuses for achievement of professional certifications.
More than 70 percent want to be recognized financially for their achievements.
The emphasis on learning and development to grow employees’ technical skills is a national trend. To compete with a universal demand for workers with technical savvy, forward-thinking companies are starting to make big investments now in specialization programs, technical training, apprenticeships, and partnerships with universities to bridge the capabilities gap.
Workers say bonuses and pay increases tied to professional certifications compel them to stay with their employer, with 71 percent saying bonuses and pay increases for professional certifications made them more likely to stay with their current company. However, only 43 percent said they received either bonuses or pay increases for achieving professional certifications. Additionally, 79 percent of those surveyed said company reimbursement for the cost of professional certifications contributes to their loyalty.
Investing in employees means investing in the overall success of the company. Staying ahead of the technology wave and focusing on employee retention efforts translates to improved performance and, ultimately, in-home service for customers—the very success factors companies in the broadband industry are working to achieve today.
Wayne Applehans is president and chief product officer at Jones/NCTI. He leads the company’s efforts to deliver robust, self-paced learning content to deliver learning content to end-users anywhere, anytime, and on any device. Jones/NCTI powers front-line teams and drives performance. Jones/NCTI’s content and flexible technology solutions are created for use in the classroom and on the job. Hundreds of thousands of technicians, customer service representatives, and cable and broadband industry executives credit Jones/NCTI for the knowledge and skills needed to build rewarding careers and contribute to their companies’ growth. For more information, visit www.jonesncti.com.
