With presence across UAE, Oman, Bahrain, and Egypt, Sharaf DG, Dubai’s mega electronics and IT products retailer, recently on-boarded Amber, an AI-enabled engagement bot to identify employees who are unhappy, disengaged, and are about to leave.

The leaders at Sharaf DG realized that connecting with a 1500+ strong team of culturally diverse employees was challenging. The traditional annual employee engagement survey model wasn’t scalable enough to capture the voice of every employee. With a steadily growing distributed team, the HRBP-employee ratio was: 1:300. Changing market dynamics in the Gulf region led the focus on retaining top talent. These scenarios pushed the envelope in favor of personalizing employee experience to enhance on-ground engagement using A.I and predictive analytics.

After on-boarding Amber at Sharaf DG, most of the manual tasks like tracking and collecting feedback were automated. The HRBPs could devote bulk of their time towards top-talent retention. The actionable-insights can now easily be retrieved in real-time via the dashboard or through fortnightly reports delivered in the emails. Empowered with this new data-driven strategy to employee engagement, the leaders at Sharaf DG focussed on understanding the pulse of the organization to mend any possible gaps in the culture.

Today, the enterprise routinely connects with its workforce to personalize reach-outs with Amber resulting in the reduction of 75% of cases for People-to meet. By marrying data-driven approach with proactive decision making, HRBPs at Sharaf DG could retain 88% of employees who ran the risk of leaving the organization. Speaking on this success, George Singh, HRBP at Sharaf DG said, “Amber has been quite effective in helping us understand the employee sentiment, stay connected with our people, and create data-driven engagement strategies.”