IT end user satisfaction (also referred as IT Happiness) research is a relatively new field — but it borrows much of its methodology from customer satisfaction surveys. Unlocking insights about how companies keep their customers happy, loyal, and even influential has been the focus of many studies. For example, Frederick Reichheld of Bain & Company found that “increasing customer retention rates by five percent increases profits by 25 percent to 95 percent.” Studies like these are underway here at Yorizon as well.
Organizations looking into customer satisfaction must assess the customer’s perception, influenced by both logic and emotion, which fosters repeat business and referrals, alongside the impact of the brand’s image on customer experiences. Similarly, IT sectors employ comparable approaches, such as “IT user satisfaction,” “Digital Employee Experience (DEX),” and “Voice of The Customer” programs.
IT Happiness considers the following:
- Which IT products, projects, and services fit which internal customer?
- Who is actually the customer: the IT end user, the CEO, or the department heads?
- Who actually pays for IT?
- What are customer requirements or user expectations?
- What does IT stand for, and do employees see it that way?
- How has IT positioned itself?
IT end users are the capital of your organization.
External customer satisfaction begins with internal IT end user satisfaction. Employees have a daily experience with IT, and this constant engagement not only creates a certain image of the IT department but of their entire organization. When IT is not up to par for end users, it can influence employees to look for employment elsewhere. Likewise, because IT plays such a critical role in virtually all employees’ processes, IT that doesn’t work well eventually reduces customer satisfaction and loyalty—affecting the bottom line and even the value of the organization.
IT that is not running well further creates a strain on IT Happiness and IT costs.
The nature of IT is iterative; it builds upon itself through solutions, upgrades, and responses to problems. Organizations that have continuous problems with IT require more time and money to fix problems that ultimately prevent employees from doing their jobs. As a result, IT end users who experience technostress (frustrations brought on by technological issues) simply cannot perform in their role the way their organization needs. Their productivity and quality of work decrease, and their satisfaction with the organization can decrease as well, which can create even more problems with employee retention and recruiting.
When organizations strategically invest in IT, they thrive.
Gartner’s top business drivers—growth, profit, innovation, and process improvement—are all influenced by IT, highlighting the critical role of end user satisfaction in organizational success. Recognizing IT’s impact is key for thriving organizations, making continuous measurement of IT satisfaction essential. Senior management should emphasize IT happiness and share its importance with strategic stakeholders.
In short, how end users value an organization’s IT is extremely important, especially when important issues can quickly contribute to overall improvements. In a broader perspective, Gartner’s 2022 survey reveals that digital business is central to growth strategies, with 89% of Board Directors agreeing, yet only 35% are on track with their digital transformation goals.
This indicates a strong need for prioritizing digital initiatives, reflecting the ongoing shift towards digital transformation in business. Prioritizing IT is now vital for meeting digital needs and ensuring business competitiveness.
