The old rules of business were ruled by what GE dubbed TQM or Total Quality Management. Winning companies would win or lose based on their ability to deliver a quality product, seamlessly and consistently.  In their view, TQM would sustain customer loyalty and assure a category or market leadership position.  For the past decade, we have rapidly left that notion behind in lieu of the age of TEM – Total Experience Management.

As human capital continues to emerge as among a corporation’s most vital assets, applying this type of thinking to employees as well as customers has never been more important. Consequently, creating environments that produce optimal experiences for employees has become a critical competitive advantage for brands.

One of the keys to employee experience optimization is achieving emotional engagement. Emotional engagement is the sister to rational engagement.  Rational engagement is based on the stimulation of the mind, whereas emotional engagement is based upon the stimulation of the heart.  In today’s experience economy, emotional engagement is proving to be more and more critical to achieving winning results and effective, building effective workplace communication infrastructures is at the heart of this movement.

With this all-in mind, thinking about how to gain competitive advantage in this area has become a hot topic amongst CMOs and CPOs. Consequently, the use of innovative collaborative technology platforms in the workplace has emerged in the foreground.

Collaboration technology has been around for about 30 years, in some form or other, with email being one of the earliest and most popular. The expansion of this industry isn’t slowing down. The collaboration software market is expected to grow to $49.5 billion by 2021, up from $26.7 billion in 2016.

This growth will witness technology companies rushing to keep up with technological disruptions while employers seek the most updated innovations to maintain a competitive edge and continually improve collaboration that works to enhance both productivity and the employee experience overall.

According to a recent study by Deloitte:

“As the distinction between professional and personal life dissolves, and the workplace becomes truly digital, employees are communicating and collaborating in unprecedented ways. To enable knowledge sharing across the organization, they want the ability to forge productive business relationships beyond natural work groups. As a result, it is increasingly clear that the traditional ‘create and push’ information approach no longer meets employees’ evolving needs.

To accurately reflect their staff’s changing work experience, leading organizations have begun to implement an entirely new working environment – the digital workplace. By integrating the technologies that employees use (from e-mail, instant messaging and enterprise social media tools to HR applications and virtual meeting tools), the digital workplace breaks down communication barriers, positioning you to transform the employee experience by fostering efficiency, innovation and growth.

Enter Umuse. Umuse is a collaborative technology company whose mission is to work with CMOs and CPOs to help optimize the employee experience related to workplace communication. According to Umuse, communication has gotten way out of control due to the deluge of technology and content we deal with each and every day. Umuse aspires to use technology to control the chaos and retain the control that technology ironically took away.

What’s cool about Umuse is its central vision: they fuse email and chat together into one simply elegant solution. This enables employees to read, search and save all messages in one places. The end result for companies? Helping to simplify the entire workplace communication process, while increasing both collaboration and productivity.

Umuse operates around the idea of The Power of One:

One App. No more switching between apps. Umuse brings email and chat functionality together in one place. Simple. Elegant. Smart.

One Feed. Never miss another message. Umuse works seamlessly with Gmail and Slack, combining all your messages into one virtual inbox.

One Way. To search and save. Email or chat, Umuse lets you search and save all your messages and attachments in one place. Work. Simplified.

As the need to optimize employee experiences fuses with the strategic imperative of harnessing collaboration less as an activity and more as a vital business competency, tools like Umuse will become increasingly important quivers for brands to have in the CMO and CPO arsenal. To check out the product and beta visit umuse.io.