How Philips is designing a crisis management plan using Amara?

Amara enables Philips to run a successful campaign: Assess employee pulse during Covid 19

These are unprecedented times. No generation at the workplace has witnessed a pandemic of this nature. Covid 19 has stirred the business world and disrupted the very definition of ‘workplace’. The tunnel is long and the light at the end, quite dim—economic evangelists fear the world economy will take a beating as hard as the Great Depression of 1929. However, business enthusiasts are fighting with an undefeatable spirit, and for once, people and their needs are a bigger concern than revenue.

Incidentally, some enterprises are better prepared than others to sail the choppy seas. For instance, Philips India is using Amara, an AI-driven chatbot to run an ad hoc campaign in its multiple entities that gauges employee morale, work-from-home (WFH) sentiments and individual feedback to enhance the WFH experiences.

In addition, some centers under the Philips conglomerate are operational and employees are working on the premises — no easy ride for them as the Covid19 threat continues to rise. Whether it is the challenges faced by the WFH employees or by the ones on the shop floor, leaders at Philips are empowered by the insights from Amara, who is running a successful employee campaign.

Amara, the virtual assistant to the CEO and CHRO, spoke to thousands of employees to assess their pulse during the Covid 19 situation, through an ad hoc campaign.

More about the campaign

Aim: The campaign was initiated to gather feedback from thousands of employees at Philips India. Artificial intelligence (AI) tools, such as people analytics and sentiment analysis embedded in Amara convert employee responses into actionable insights, empowering the management to take quick action.

The design of a successful campaign

  • 4 entities under the Philips umbrella took part in the campaign initiated by Amara, an AI-chatbot.
  • Amara’s question bank was conceived to receive intel on work-life balance, mental well-being, personal WFH experiences, negative reactions and much more.
  • Question banks were modified to suit each entity’s unique requirement and employee mindset.
  • It took only 4-5 days to collect information from employees in 4 phases.
  • Amara sent messages to employees to ensure high participation. Even in the first phase, Philips witnessed huge involvement.
  • Open-ended questions provided employees a chance to express their feelings in depth.

Analyzing the campaign

The analytics insights were shared with business leaders, CEO and CHROs to take meaningful action.

In many cases, individual responses were also read, especially for the open-ended questions, to get a feel of the pulse of the employees.

Business leaders were made accountable for resolving employee grievances and taking corrective measures.

The result

The ad-hoc campaign has helped the Philips decision-makers to take initiatives in the current scenario, keeping in mind the wants and needs of maximum employees.

For instance, a few employees felt that WFH was blurring the line between their personal time and on-work time. Business leaders were responsive and took appropriate measures to alleviate their employees’ concerns. Moreover, the management realized that employees were shying away from learning programs, including the beneficial learning depository. The Amara-run campaign helped Philips to reiterate the importance of on-going learning to its employees and also assess how many were thinking of opting for a learning program in the near future.

In short, the Covid 19 WFH campaign enabled the decision makers to empathize with the employees.

Here are the key-points:

  • Contextualize the survey data to obtain a rich understanding.
  • Real-time employee pulse insights.
  • Bucketize actions on basis employee needs in different entities.
  • Create an immediate plan of action.
  • Have the groundwork ready for future policies and practices.

Thus, it can be concluded that enterprises that are mature in their adoption of HR tech are able to keep their teams together, engaged and productive and sail through the crisis looking ahead.