MARKETS & INVESTING | Staff Reporter, Singapore

EngageRocket functions as a "FitBit for management"

The software aims to improve organisational productivity.

EngageRocket is a cloud-based analytics software that collects and analyses employee feedback in real-time to advise leaders on how to build a better culture, one team at a time.

"By automating the administration and analytics behind employee surveys, linking results to bite-sized suggestions to improve leadership style, we function as a 'FitBit for management' to enhance organisational health and productivity," says Dorothy Yiu, co-founder and COO, EngageRocket.

EngageRocket was founded by CEO CheeTung Leong, 35, and Yiu, 29. Leong has expertise in performance management, organisational development, workforce analytics, and business strategy. Most recently he was director of Gallup in Southeast Asia, leading teams of consultants to grow the business by more than 20% for three consecutive years. Yiu specialises in process re-engineering, cost optimisation and change management. She served as the head of operations for Gallup (Southeast Asia) and oversaw the execution of large-scale consulting projects for clients in Singapore, Malaysia, Indonesia, Philippines, Vietnam, Hong Kong, Australia and Dubai.

Yiu says they started the business because they recognise that on the supply side, data analytics has become cheaper and faster than ever before and on the demand side, the expectation on information being real time has increased.

"Yet, people management still remains a challenge and we don't see a good product in the market that gives leaders real time feedback and make sense of the data from their people," she notes. "It was something we struggled with back in consulting days where we see a better way of doing things but there weren't available tools."

The problem they are trying to solve, Yiu shares, is that companies aren't optimising their most expensive asset, the people. "There are a lot of insights that can be drawn with people analytics that directly contributes to important business metrics - productivity, profitability, retention, for instance - but there aren't sufficient knowledge or tools in the market to educate leaders, people managers and HR on leverage such data," she says.

EngageRocket has already seen some wins. For instance, Yiu shares that the CEO of one of their early customers faced an issue with their retail team. He was seeing high attrition and low productivity, and brought EngageRocket in to assess the engagement level of the team.

From the very first administration of the employee engagement survey, they were able to discover specific problem areas that the head of retail could address immediately. “After three administrations, they saw significant improvement in the team's engagement and productivity,” Yiu says.

“EngageRocket has started a new level of transparency in our culture, allowing team managers to receive frequent and regular feedback to nip team issues in the bud. Using the data to coach these managers has also led to useful development conversations to strengthen my leadership bench,” says Leong.

On future plans to boost the business, Yiu says they intend to keep strengthening their analytics and advice services in line with their aim to "ditigise consulting" with the latest advances in AI and to expand globally.

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