Interview with Ruben Bru (Qualtrics) on the importance of Employee Experience integrated with SuccessFactors
Watch this interview with Ruben Bru from Qualtrics and find out why Employee Experience is important, how you can measure and improve your Employee Experience and how Qualtrics integrates with SuccessFactors.
Transcript of the Qualtics interview:
Hi, my name is Luc Bossaert and today I have an interview with Ruben Bru from Qualtrics.
Q. Hello Ruben, can you introduce yourself?
Thank you, Luc, and thank you for having me here. My name is Ruben, Ruben Bru and I am responsible for Qualtrics in the Benelux and my role, my mission is to build up the Qualtrics business, which is new in the market. New solutions in a new geography and to build-up this business, the team and of course the partner landscape.
Q. What does Qualtrics do?
Well, Qualtrics provides Experience Management Solutions to the global market. Actually, we help companies to provide to their customers the best Customer Experience CX), Employee Experience (EX), Product Experience (PX) and Brand Experience (BX) and we strongly believe that those four pillars are really the fundamentals for a healthy business.
Q. What does Employee Experience exactly mean?
Well, Employee Experience is really about creating, designing the ultimate Employee Experience and this in order to help the employee to succeed and if the employee succeeds, also the company will succeed. It’s really turning your employees into real ambassadors for the company.
Q. How do you manage Employee Experience?
Well, the objective is really to improve every Employee Experience from Onboarding, Recruitment till Exit, throughout the total Employee Lifecycle, you can say. You can do this by continuous listening to your employees and you want to make sure that all the managers, all the leaders in your organisation are enabled to take action upon that feedback of your employees.
Q. Why is this so important? What is the return?
Well, great Employee Experience does three things:
- First of all, it creates a better engagement, higher engagement with your employees.
- Secondly, it will improve productivity and performance.
- And the third will be that it makes your processes internally more efficient and by this the HR function will be more efficient, cost less and also all the processes internally will be more effective.
A great experience, of course, delivers ongoing opportunities for learning, for development and for progression. And these elements together create a very good atmosphere for the employee to stay longer and contribute better and more to the company.
And perhaps the most compelling arguments for having to deliver great employee experiences is that if you lose somebody, it will cost the company a lot of money, especially if you have educated, trained somebody to be a High Performant, a big talent. And then you need to replace this person, is very ineffective for an organisation. In fact, estimates of this loss is actually twice the salary of that person.
Q. How do you relate company culture with employee performance and productivity?
Strong company culture requires that everyone really every Executive, every Manager, every leader and every individual works towards the same goals and objectives. So, this means that every leader must be accountable for the experiences and the development of people, though HR may take the lead here, the managers have to engage and sign off on it.
And the research shows that strong company cultures, those that produce the best business results, focus on things like transparency, meaningful work, individual development, inclusion, innovation and collaboration. So, this means that the more employees see the tangible investments the company makes in them, the better the experience.
So, a culture of transparency and feedback establishes trust and helps employees understand their role in contributing to the company and that’s what you really want.
Q. How do you deploy this?
Well, good data leads to action and accountability, and for this you need three things:
- Make sure those leaders, those managers really understand the dashboards and the reports.
- Make sure also they discuss the feedback with their employees with their team.
- And thirdly, make sure that they act upon the feedback, that they really put improvements in place to make things happen.
Yes, successfully implementing an employee experience culture is very challenging.
The right tools take effort away from leaders and make it easy to see and act on trends. So, your platform should include:
- First of all, intuitive, role-based dashboards for every leader and manager.
- Secondly, automated hierarchical setup and permissions to seamlessly navigate organisational complexity and employee confidentiality.
- And the third built-in advanced analytics for every manager, including key drivers, intelligent text, sentiment and other advanced analytics.
- Forth, build-in action planning that empowers managers with recommended action.
Q. Could you give an example on how do you link Employee Experience with the Employee Performance?
Yes, definitely. Actually, we are now engaged in a full project with a global CPG company where we are actually analysing the high retention and the low productivity in their service centres by continuous listening to the employees. With the results actually, that we are now trying to improve productivity and performance and come up with action plans to increase better culture and of course better engagement. And we do this also by analysing the ¨X¨ Data (Experience Data) with the ¨O¨ Data (Operational Data) and you know in service centres you have plenty of Operational Data, but also combining it with your feedback data, employee feedback, actually resulted in the great insights and really reports and dashboards that managers could follow up on.
And yes, we can go even one step further. We can also link the Employee Experience with the Customer Experience
and specially in customer-facing functions or departments call centre, like a service centre you can really prove easily that HAPPY EMPLOYEES MAKES HAPPY CUSTOMERS, and we have all the tools and technology in place to really make sure you have those correlations, but you can think also of course for other departments and functions to have the same approach.
Q. So, now you are part of this big, huge SAP family. What does that mean?
Well, it means one big opportunity and actually SAP and Qualtrics together brings a fantastic vision to the table.
SAP being the leader in Operational Data. Qualtrics being the leader in Experience Data. Those worlds together to really look at Operational and Experience Data, really gives you all the insights that you need as an organisation and especially in the HR domain, in the Employee Experience domain.
Where you can look at the ¨Moments that Matter¨ from Onboarding, from recruitment, to Exit. Check this out with employee feedback, measure this in detail. That’s where really both worlds come together in a fantastic joint way.
Q. How does Qualtrics integrate with SuccessFactors?
Well, we are very happy that Qualtrics Experience Management (XM) is now integrated with SuccessFactors (SF), because this means that on every event in the HRIS system, throughout the Employee Life Cycle you can trigger surveys, ask for feedback on every event. And of course you will also drive that feedback back into the system, to make sure you have this view operational data again with experience data and you have the full view of the employee and you can make sure you have a real improvement of your organisation.
And last but not least Luc, of course technology is not everything, it’s about People, Processes and Technology. So, you need also good consultancy, experienced professionals to make sure you support this process and make sure that you deliver this technology in the right way.
Thank you very much Luc.
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