Winning the talent war: The essential role of modern technology in business success

In today’s dynamic business landscape, frontline employees play a vital role in driving customer satisfaction and overall success. However, attracting and retaining these essential workers has become increasingly challenging. This is especially true when we see retail associates grappling with increasing workloads, heightened expectations, and ongoing pressures due to labour shortages and evolving customer expectations.

Since the pandemic, the demands on frontline staff have surged as companies operate with leaner teams, expecting employees to deliver more despite having fewer resources. This shift has created a cycle of stress and burnout among frontline workers, making it harder for organisations to retain talent in these roles. In Singapore, workforce turnover is particularly high among frontline workers in industries such as food services and accommodation, where the 2023 resignation rate of service and sales staff in the sector was the highest, with an average of 4%.

The rise of omnichannel e-commerce has added further demands on frontline staff as businesses adopt more customer-centric initiatives to stay competitive. While these efforts enhance customer loyalty, they place additional demands on frontline staff. Retail associates are often required to juggle in-store customer service with extensive back-of-house tasks, such as managing high volumes of return inventories. Similarly, logistics workers are working longer hours to accommodate tighter deadlines to keep up with the growing demand for fast shipping and returns across all channels. According to research from McKinsey, nearly one in three employees in Asia report experiencing symptoms of burnout, with frontline staff bearing an even greater mental health burden.

Alleviating burnout and enhancing employee wellbeing with technology

While employers often turn to wage increases to attract and retain talent in the short term, addressing the underlying issues of burnout and employee engagement requires a more comprehensive approach. Organisations must look beyond compensation and focus on the core challenges that affect employee wellbeing, such as overwhelming workloads, insufficient engagement, and the need for a supportive work environment.

Modern technologies can help businesses address these challenges effectively by streamlining manual and repetitive tasks, facilitating seamless communication, and providing leaders with valuable insights. Here are some ways businesses can empower and engage their employees:

1. Achieving real impact for frontline workers with automation and AI

Automation can relieve frontline staff of repetitive tasks, enabling them to focus on more value-adding responsibilities. For example, equipping retail associates with connected devices, such as radio frequency identification (RFID) mobile computers can streamline inventory management and simplify returns. This allows retail associates more time for customer interactions, strengthening relationships and boosting customer loyalty.

Additionally, providing staff access to generative AI (GenAI) models on mobile devices can further elevate productivity. For example, retail associates could use GenAI to get personalised product recommendations for customers in-store based on interactions. New logistics employees could also use a GenAI-powered digital assistant to get up to speed on standard operating procedures or obtain personalised and optimised scheduled for their shifts.

2. Boosting cross-team communication and collaboration

In today’s fast-paced work environments, connected devices are essential tools for boosting productivity through enhanced communication, collaboration, and transparency. This transformation is particularly crucial in the healthcare sector, where staffing challenges are prevalent, and effective communication can significantly impact patient care.

Additionally, these connected devices can also provide staff with a platform for internal engagement. When properly implemented, organisations can empower frontline employees to provide and receive feedback, request resources, voice concerns, or resolve disputes productively. This functionality mirrors the use-friendly experience of a standard smartphone application, fostering enhanced collaboration and communication.

3. From data to action: How managers can drive efficiency and wellbeing

While connected hardware offers immediate support to employees, organisations require deeper insights to achieve meaningful, long-term impact. By analysing the data gathered from these devices, managers can uncover actionable insights to enhance frontline workflows, increase efficiency, and improve engagement across the organisation.

READ MORE: HR 2025: The human touch in the digital age

Managers can gain a more comprehensive, accurate view of employee needs based on activity, enabling leaders to get a holistic view of the team’s workload. By harnessing these insights, managers can take proactive steps to support employee wellbeing, ensuring that teams are well-equipped to hit their targets—leading to a more satisfied and productive workforce.

A human-centric approach to the era of Industry 5.0

In the Industry 5.0 era, where technology and human capability need to work hand-in-hand, a people-focused approach to innovation is vital in addressing today’s talent challenges. By integrating connected devices and advanced analytics, organisations can more effectively tackle the issues stemming from employee burnout. However, businesses need to implement these solutions thoughtfully, ensuring that employee needs remain at the forefront of their strategies for engagement and retention.

Prioritising worker concerns, fostering open dialogue, and maintaining active communication with frontline staff are vital components in cultivating a motivated, efficient, and loyal workforce. By leveraging technology to create a supportive environment, organisations can enhance employee wellbeing and drive long-term success.

About the Author: George Pepes is APAC Vertical Solutions Lead, Healthcare and Retail, for Zebra Technologies.