In today’s competitive logistics landscape, time, the accuracy of data, real-time communication and visibility are essential. Most companies have implemented certain technology solutions to keep pace with the changing landscape. However, from our experience, only the companies that have understood a central principle are reaping the full benefits of their investments. That principle is an uncompromising focus on User adoption and engagement.

Some of the world’s most successful technologies are those that place the user first while developing, testing and releasing products. The needs of the logistics industry and their field force are unique and filled with operational challenges.

Motivating employees to adopt to new methods of working, to using hardware and software solutions is no easy task. It is only through deep understanding of the existing operational procedures, pain points for employees and then developing solutions revolving around those that CIOs and CTOs of today can truly win the trust of their business and operational teams.

How Can Companies Ensure User Adoption?

A few avenues that leading companies have explored to maximise day-to-day usage of technology innovations in logistics

Localized Language Support

In a role such as field delivery — it is highly likely that field force personnel might find it difficult to adapt to delivery applications or hand held devices that only supports an unfamiliar language like English. Regional language capabilities will allow field executives to gain comfort and use technology — especially in rural areas. In-app training should require no or little additional investment for training the field force.

Offline Integration

Given relatively poor internet connectivity in India, solutions for the field force should work perfectly well in patchy or no internet zones. The systems being used should be robust and issues such as lack of connectivity should never hinder operations. Technologies that address these unique problems will empower users and allow a much smoother usage of the product and to a much greater extent.

Gamification of Tasks

One of the major worries of operations managers is how to motivate their field forces as well as quantify individual performance. Through aspects of gamification, everyday tasks such as completing a delivery, or going the extra mile for a customer is rewarded. Field employees can be spurred on by a sense of healthy competition. Through the elements of gamification and in-built user analytics, personnel managers can also reward consistent performance and look to retain the most reliable talent.

Battery Optimization

Another major factor for field forces is that they are at the mercy of the battery of their phones. No application should be so heavy that mere usage leaves the phone drained. A light, battery efficient solution that works under all conditions and is easy to learn is the need of the hour in the view of user adoption.

How Shipsy Ensures User Adoption

Having developed products for the leaders in the logistics industry as well as working on a personal basis with a large number of active users, the Shipsy team has a deep understanding of the logistics sector and the requirements that come with it. Having gone through multiple stages of development, we have realised that what really matters is not the most flashy software, but the one that becomes part of an employee’s everyday language. An easy to use, bug free, quick software with a strong support and training mechanism is what makes Shipsy’s users rely on it for their daily tasks. Features such as language functionality, offline integration, gamification, battery optimization have all been baked into the product to ensure that our solutions not only make our users’ lives easy, but also make them fun.

Amit Waila

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