Making PLACES destinations of CHOICE
The return to office story is getting tired. I don’t think anyone is interested in continuing to hear the polarizing commentary that some still feel the need to share. Let’s change the narrative.
The conversation needs to move away from ‘where to work’, towards just ‘work’. Let’s agree to focus our energy on doing the work to create great companies, and not get bogged down on where that work should take place. If that requires us to be in the company of our colleagues and mentors, then that’s great! And if that work is best accomplished at home or a local café, then that is great too!
So what does that mean for our cast of characters in this story; buildings, occupiers, and occupants (the millions of people that choose to work in person)?
BUILDINGS
People want spaces that offer experiences
Keeping the lights on, ensuring a proper balance of air temperature and quality, and maintaining security and safety; are all table stakes and an essential part of the business of managing a property. But it’s no longer differentiating. SPACE is now a commodity. In today’s new world, the leasing of space is now transacted based on the associated EXPERIENCE that it offers. That experience can take many forms and creates a marketplace where ALL building classes have an opportunity to create a more equal playing field. That is to say, different classes of buildings can compete more fairly by moving the discussion towards an experience that can be powered by technology. Experience is not just about lounges and gyms. More important, are the services, programs and engagement strategies that a building deploys, which can transcend the size of the building and make the experience offered a true differentiator.
For buildings, implementing technology is not just a box to be checked. The technology has to contribute to the customer (end-user) experience and it doesn’t matter what size or how new the building is. Make it all about the customer and it becomes more about offering the best experience to get great work done, regardless of the size, age or class of the building. Many other factors come into play when choosing the building that is right for any occupier; some want new and shiny, some want character and intimacy, while others are more concerned about location and access to amenities. With so many variables, the one constant is how experience can make the PLACE a destination of CHOICE.
OCCUPIERS
Return-to-office mandates are a flawed exercise
man·date
/ˈmanˌdāt/
noun
1. an official order or commission to do something
In the same way, the business of commercial real estate has changed to move away from just providing space, so too has the purpose of the office changed for occupiers. The new purpose of the office is challenging companies to reimagine why employees should come together in person. This makes the notion of mandates to return to the office without considering the customer experience completely inappropriate. As employers compete for talent, the opportunity to take the in-person experience to the next level is what will define greatness and encourage employee engagement and retention. The demands on technology to help deliver experiences that will transform the office into a PLACE of CHOICE have never been greater. Connecting physical and virtual spaces together is a significant challenge and one that will continue to evolve as the technology driving these kinds of interactions morphs and iterates to meet demands.
For occupiers, the technology selected has to bring their company brand to life, helping their employees practice their corporate values and develop a shared culture. The technology has to empower connectedness, foster productivity and help to make where people work easier and better. The collaboration of IT and HR departments to review, select and implement new technologies has become imperative. Innovation around the experience offered within occupier SPACE is going to drive the CHOICE that people make for where they work.
OCCUPANTS
The power has shifted to the customer
Guest after guest on my TEN (The Tenant Experience Network) podcast, continues to echo the sentiment that each and every person who enters the building is now viewed as a customer (no longer just the occupier who signs the lease). Not unlike the hotel industry, we have to earn their loyalty each and every day! This changes the game dramatically, as occupants have a more important voice in how they consume experiences across all physical spaces. We need to use technology to reduce friction, improve communication and facilitate connection to PLACES, SPACES and EXPERIENCES.
For occupants, that means being forced to use 5 apps, 4 portals and 3 websites is not going to fly. As the customer, the occupant needs to be better able to configure the experience they want, offering an opportunity for personalization that will ultimately drive higher rates of engagement and higher levels of satisfaction.
I am thinking a lot about the blurring of boundaries between all of these stakeholders and how the control needs to be in the hands of everyone who uses the building. Instead of pushing down tech, from building to occupier to occupant, I see a world where the occupant is defining the digital customer experience it wants and needs, facilitated through great technology.
David Abrams
Co-founder & CEO
- March 4, 2024
