How Modern Communication Platforms Can Help Drive Frontline Productivity
The giants at the core of SA-industry are overlooking a chance to boost productivity that’s right under their noses.
Another inclement results season has hit the JSE, with giants in labour-intensive industries facing pressures that threaten solvency as well as the jobs thousands rely on. Unavoidable hiring freezes and retrenchments have pushed workforces to deliver more, but to facilitate the elusive efficiency gains balance sheets are now relying on, some low hanging fruit have been overlooked.
The mining sector, a cornerstone of the South African economy, has been heavily impacted by persistent logistical bottlenecks which cost the country an estimated R98 billion in potential coal and iron ore export revenue between 2021 and 2023. At the same time, the manufacturing sector faces its own set of constraints, with a recent analysis of JSE-listed manufacturing companies revealing a 21.04% decrease in net operating profit between the 2023 and 2024 financial years, highlighting intense pressure on profitability.
In this environment, where financial performance is strained and retrenchments continue to dominate headlines, optimising the productivity of existing workforces is becoming a holy grail that many companies erroneously assume is out of reach.
“The current economic reality in South Africa necessitates a laser focus on operational efficiency,” states Merel van der Lei, CEO of Wyzetalk, a leading employee communication and experience platform. “With many businesses facing limitations on expanding their workforce due to financial pressures, the ability to maximise the output of existing employees becomes paramount, but does not necessitate drawing blood from the metaphorical stone that already pressured workforces represent.
“What many businesses are now realising is that significant efficiency gains can often be achieved by addressing ‘low-hanging fruit’ that are, in fact, internal,” notes van der Lei. “It’s not always about large-scale reskilling initiatives or massive capital investments. Often, the most impactful improvements come from simply ensuring that the right information reaches the right people at the right time. This might involve streamlining communication channels, providing clearer instructions, or implementing feedback mechanisms that allow employees to flag issues promptly.”
Wyzetalk’s internal data shows 35% of communications on their platform are related to essential operational updates to frontline workers. According to Van der Lei, this data underscores the fundamental need of the labour-intensive companies they work with for robust and reliable channels that can disseminate especially time-sensitive information.
“Inefficient communication isn’t just a minor hindrance; it represents a tangible drain on already stretched resources. When employees on the ground lack timely and clear information regarding operational updates, safety protocols, or even daily tasks, the repercussions can range from insidiously compounding losses in productivity, costly errors and project delays, even to critical safety risks. This is particularly true in industries where precision and adherence to procedures are non-negotiable.”
Furthermore, the impact of poor communication extends beyond immediate operational concerns. A lack of transparency and clarity can foster an environment where employees feel disengaged and undervalued, directly impacting their motivation and overall productivity. A recent Forbes survey found that 40% of employees experience a significant decline in trust towards leadership when communication is lacking, creating a negative cycle that further hinders efficiency.
“Businesses need to leverage every possible advantage,” concludes van der Lei. “Improving communication with the workforce is not just about adopting new technology; it’s about fundamentally optimising operations, empowering employees, and building resilience in the face of economic headwinds. By focusing on clear, timely, and targeted communication, companies can unlock hidden productivity reserves and navigate the challenges ahead with greater confidence.”