Experience leaders from world’s top brands –
including Mastercard, Kroger, and Patreon – are using customer and
employee feedback as the currency of business to create more
inclusive and productive workspaces, roll out new products and
customize experiences
Qualtrics (Nasdaq: XM), the leader and creator of the experience
management category, today announced the winners of the 2021 XM
Breakthrough Artists awards, recognizing leaders and innovators who
are creating breakthrough experiences.
Chobani, Kroger, Mastercard, Mercado Libre, Patreon and UPS were
recognized for their innovative and disruptive approaches in four
core experiences of business — customer, employee, product and
brand — as well as an added category this year: diversity, equity
and inclusion.
“The pandemic forever changed the way we work and do business,”
said Qualtrics’ Chief Marketing Officer, Kylan Lundeen. “These
individuals, their teams, and their companies not only adapted
quickly to those changes by listening to what their customers and
employees were thinking and feeling, but also quickly implemented
the changes that propelled their businesses forward. We’re
incredibly proud of the work they've done to create breakthrough
experiences for customers and employees.”
Mercado Libre - Experience Management Breakthrough Artist
Winner
Mercado Libre is Latin America’s largest online marketplace and
one of the most prominent ecommerce platforms in the world. As it’s
grown, the company has used Qualtrics to cultivate close
relationships with its customers to better understand the pain
points that are often overlooked in the big picture.
For example, Mercado Libre switched from email to WhatsApp to
ask its third-party sellers about their experiences working with
the company. Almost immediately, the response rate increased by 25
percentage points. With more detailed feedback, Mercado Libre was
able to identify issues it otherwise would have missed. Case in
point: While a seller’s wait time between check-in and drop off at
Mercado Libre’s warehouses was quick and efficient, the wait time
before check-in was not. Because of that detailed feedback, the
company was able to identify the issue and significantly reduce
wait time at their warehouses.
Mastercard - Customer Experience Breakthrough Artist
Winner
Mastercard has always put the customer at the center of its
focus but realized that it also needed to centralize the fragmented
customer experience efforts across the company to create a truly
customer-focused culture. With Qualtrics, the company formed a
“center of excellence” that breaks down barriers between
departments and allows for the share of information, data and
customer feedback so departments can better understand what actions
they should take to improve.
In 2019, the Mastercard billing department faced some negative
feedback from customers who said they were often finding it
difficult to reconcile bills or understand why they were being
charged for certain things. Based on the feedback, the department
realized that many customers were unaware of tools that could help
them, so the department conducted webinars and trainings with
customers on those resources, and their customer satisfaction
scores rose by 11%.
Kroger - Employee Experience Breakthrough Artist
Winner
As the nation’s largest grocer, Kroger has made it a priority to
not only listen to the voices of its employees but to also take
action on that feedback. During the pandemic, this became even more
important as many of the retailer’s associates became essential
workers, meeting the grocer’s obligation to keep safe, fresh and
affordable food readily available for its communities. Suddenly,
Kroger had to quickly make important decisions to safeguard its
associates and customers.
With Qualtrics, Kroger established a variety of different ways
to listen to its workers, leveraging all communication channels,
including the company’s employee-facing intranet and mobile app
signage with QR codes placed in break rooms and embedded links in
written communication. But Kroger also believes listening is a
two-way street. If employees give feedback, Kroger knows it must be
ready to take action and then communicate why they did so.
Chobani - Product Experience Breakthrough Artist
Winner
As a leader in the market, Chobani knows yogurt inside out -
from customer expectations and packaging, to what flavors are most
popular. But for its new oat milk venture, it needed to start from
scratch.
Using Qualtrics, Chobani ran studies to understand consumption
of milk products (dairy and non-dairy) and what variables were
important to customers, such as taste, texture, nutrition, and
cost. At the time, with oat milk still a small segment of the
overall non-dairy milk category, Chobani wanted to ensure it was
understanding where other non-dairy offerings were missing the
mark. Chobani also used Qualtrics to identify and target new
customers, looking beyond those who were just lactose intolerant to
those who were turning to non-dairy options to diversify their
diet.
The insights team is still listening to customers — but they’re
increasingly tapping into Qualtrics’ capabilities to glean deeper,
more meaningful insights at every stage of the product life
cycle.
Patreon - Brand Experience Breakthrough Artist Winner
When Patreon was founded, the phrase “creator economy” wasn’t on
most people’s radars. Since then, and especially during the
pandemic, the creator economy has become almost ubiquitous — with
Patreon at the center of it all. In such a rapidly-changing
industry, Patreon has relied on Qualtrics to track and better
understand its brand and the perceptions fans, creators and even
aspiring creators have of the company, as well as the creator
landscape.
Patreon found, for example, that most fans believe creators
should keep a majority of what they earn, so the company leaned
into that unique aspect of its platform in its marketing. During
the pandemic, Patreon also discovered a huge need for direct
fan-to-creator relationship building when venues and other
intermediaries shut down, and they’ve been able to lean into the
void created by canceled events.
And it seems to have paid off. In December 2021, Patreon passed
$3.5 billion paid to creators on the platform, over $1 billion of
which was paid in 2021 alone.
UPS - Diversity, Equity and Inclusion Breakthrough Artist
Winner
With more than 534,000 employees worldwide, UPS strives to
reflect and resonate with the communities it serves globally by
ensuring that every employee feels welcome and has a place at UPS.
As part of that effort, UPS frequently asks employees about their
psychological safety and emotional well-being and, with Qualtrics,
is able to dive deeper into that data and understand sentiments and
behaviors — including the ways various groups and demographics
respond differently to the survey and why.
This insight is then given to international DEI representatives
in each business unit who are responsible for acting on those
insights and supporting employee career growth and development,
including focusing on the career growth and promotion of
underrepresented groups, working with leading schools and
institutions to help upskill the workforce and providing mentorship
and training.
To learn more about the XM Breakthrough Artist Awards and this
year’s winners, visit
https://www.qualtrics.com/breakthrough-awards/.
About Qualtrics
Qualtrics, the leader and creator of the experience management
(XM) category, is changing the way organizations manage and improve
the four core experiences of business—customer, employee, product
and brand. Over 16,750 organizations around the world use Qualtrics
to listen, understand and take action on experience data
(X-data™)—the beliefs, emotions and intentions that tell you why
things are happening, and what to do about it. The Qualtrics XM
Platform™ is a system of action that helps businesses attract
customers who stay longer and buy more, engage employees who build
a positive culture, develop breakthrough products people love and
build a brand people are passionate about. To learn more, please
visit qualtrics.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20220314005223/en/
Press Contact: Stacey DiNuzzo press@qualtrics.com
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