1、Fuel Your EX Listening Strategy With Actionable Data Get startedIncrease Employee Engagement By Investing In Deeper Insights From A Scalable,Responsive EX PlatformFORRESTER OPPORTUNITY SNAPSHOT:A CUSTOM STUDY COMMISSIONED BY QUALTRICS|DECEMBER 20222Key FindingsEvolve Your EX Listening Strategy By Di

2、versifying Your ApproachIt is critical for employee experience(EX)and HR leaders to tap into invaluable,unique experience data that sits outside of traditional engagement methods like surveys.Often,surveys can lack the actionability,level of detail,and scale needed to gain deeper insights about the

3、true employee experience.The challenge is that most lack the resources(people and technology)needed to modernize their listening strategies or the business case to justify the investment required to attain them.Improving EX listening strategy means creating a multichannel,technology-driven approach

4、to actionable,scalable,and explainable data.Arming themselves with deeper and more meaningful structured and unstructured data is necessary for organizations to understand holistic employee activity and,ultimately,improve EX.Increasing engagement is in focus.Seventy percent of surveyed HR/EX profess

5、ionals focus on increasing engagement,but 66%measure EX with traditional surveys that,when used alone,lack detail and data longevity.Actionable data is critical.Negative EX is fueled by a lack of decision-making empowerment(50%),organizational changes(48%),and a lack of recognition and support(42%).

6、Evolve to improve.Seventy-three percent need to decrease their reliance on traditional surveys.Investment in a sophisticated EX suite can improve agility and better meet the needs of employees(71%).FUEL YOUR EX LISTENING STRATEGY WITH ACTIONABLE DATA FORRESTER OPPORTUNITY SNAPSHOT:A CUSTOM STUDY COM

7、MISSIONED BY QUALTRICS|DECEMBER 2022OverviewCurrent StateChallengesOpportunityConclusionOverview3“How much priority is your team placing on the following strategic goals within the next 12 months?”Base:213 global HR and EX professionals responsible for influencing listening strategiesNote:Showing to

8、p 7 responses;total percentages may not equal separate values due to rounding.Source:A commissioned study conducted by Forrester Consulting on behalf of Qualtrics,November 2022Organizations Are Focused On Increasing Engagement And Investing In A Tech-Driven Listening StrategyAside from growing reven

9、ue,surveyed HR/EX professionals are strategically focused on increasing their employee engagement(70%)within the next 12 months.As a catalyst for this improvement,many plan on diversifying their technology portfolio with new capabilities to support the growth of their listening strategies(67%).Liste

10、ning strategies are methods used to capture and more thoroughly understand what employees are experiencing,and technology is vital to execute these strategies.Having access to a holistic and agile EX platform can arm HR/EX teams with the tools they need to drive engagement and improve retention/redu

11、ce attrition(also a strategic priority at 66%).Critical priorityHigh priorityTapping into external sources of data to support our listeningstrategy(e.g.,third-party review sites,external social media)18%40%Tapping into internal sources of data to support our listening strategy(e.g.,employee comments

12、,communications,internal social media)19%44%Recruiting for HR/EX positions23%41%Improving employee retention/reducing attrition23%44%Investing in new technology to support our listening strategy27%40%Increasing employee engagement28%42%Growing revenue30%42%67%70%72%64%66%63%59%FUEL YOUR EX LISTENING

13、 STRATEGY WITH ACTIONABLE DATA FORRESTER OPPORTUNITY SNAPSHOT:A CUSTOM STUDY COMMISSIONED BY QUALTRICS|DECEMBER 2022OverviewCurrent StateChallengesOpportunityConclusionCurrent State4Despite The Need To Evolve,Reliance On Traditional Feedback Methods PersistsRespondents firms continue to rely on trad

14、itional forms of EX data collection like engagement surveys(66%),qualitative focus groups(65%),and employee feedback(64%).They are well-known,explainable forms of feedback and,in the case of focus groups and one-on-one interviews,they can uncover nuanced EX data.However,relying too heavily on survey

15、s and interviews drains resources and blocks visibility into other forms of actionable,unstructured behavioral insights.Regardless of tradition,HR/EX professionals are open to change.More plan to invest in new forms of tech within the next 12 months,including 360-degree multirater feedback(33%),exte

16、rnal data sources(30%),and employee social listening and sentiment analysis(26%).“Which of the following EX methods or technologies does your organization currently use/plan to invest in the next 12 months?”Annual employee engagement surveys38%24%28%Always-on employee feedback32%20%32%Qualitative EX

17、 focus groups30%24%35%Qualitative 1:1 interviews with employees29%21%31%Employee social listening,sentiment analysis26%26%27%External data sources26%30%28%360-degree multirater feedback21%33%25%“Traditional survey methods are very expensive and time-consuming.”C-level HR executive,GermanyWe are expa

18、nding our use of this.Using it,but not expanding our usePlanning to invest in the next 12 monthsFUEL YOUR EX LISTENING STRATEGY WITH ACTIONABLE DATA FORRESTER OPPORTUNITY SNAPSHOT:A CUSTOM STUDY COMMISSIONED BY QUALTRICS|DECEMBER 2022OverviewCurrent StateChallengesOpportunityConclusionBase:213 globa

19、l HR and EX professionals responsible for influencing listening strategiesNote:Showing seven responsesSource:A commissioned study conducted by Forrester Consulting on behalf of Qualtrics,November 2022Current State5“How does your team measure its success?”Employee Feedback Is The Top Metric Of EX Suc

20、cess,Potentially Undermining Strategic DirectionThe majority of surveyed HR/EX professionals are using employee feedback/performance reviews as their top measure of success(52%).This means the objectives and strategic roadmaps of the HR/EX function are more influenced by their employees and managers

21、 comments than by quantitative behavioral data from the workplace.Companies that rely solely on feedback and performance reviews as a primary success driver put themselves at risk of overexposure to potentially biased,in-the-moment data.This metric narrows the scope of their EX-vision to surface-lev

22、el comments.Conversely,employee engagement scores(43%)help organizations tap into a more deep-rooted and holistic way to measure and address gaps in experience that grow beneath the surface.Base:213 global HR and EX professionals responsible for influencing listening strategiesNote:Total percentages

23、 may not equal separate values due to rounding.Source:A commissioned study conducted by Forrester Consulting on behalf of Qualtrics,November 2022Rank 1Rank 2Rank 3Employee feedback/performance reviews14%23%15%Return on human capital(e.g.,financial value added from HR/EX employees)17%13%20%Employee e

24、ngagement score18%12%13%Employee Net Promoter Score(eNPS)15%11%15%Recruitment growth/new hires14%15%11%Return on equity10%15%14%Employee turnover rates(e.g.,attrition)12%13%12%50%43%41%39%38%37%52%FUEL YOUR EX LISTENING STRATEGY WITH ACTIONABLE DATA FORRESTER OPPORTUNITY SNAPSHOT:A CUSTOM STUDY COMM

25、ISSIONED BY QUALTRICS|DECEMBER 2022OverviewCurrent StateChallengesOpportunityConclusionCurrent State6Corporate Inaction And Lack Of Trust And Support Fuels Negative EXA lack of empowerment in decision-making is causing negative EX for 50%of surveyed HR/EX professionals organizations.Additionally,neg

26、ative EX is characterized by disengagement(48%)and employees not feeling seen or heard(42%).The Forrester EX Index cited lack of recognition as a top predictor of burnout,driving attrition.1 Without diversifying the technology that drives their listening strategies,organizations risk losing access t

27、o valuable behavioral data that,when analyzed,can potentially provide HR/EX professionals with a deeper look at the motivations,frustrations,and goals of employees,not just the surface level comments they make to their superiors.“What are the biggest contributing factors to negative employee experie

28、nce in your organization?”Base:213 global HR and EX professionals responsible for influencing listening strategiesNote:Showing top 5 responsesSource:A commissioned study conducted by Forrester Consulting on behalf of Qualtrics,November 2022Employees are not empowered to make the necessary decisions

29、andtake the requisite steps to be successful in their roleOrganizational changes have led to people feeling disengagedEmployees do not feel properly recognized/supported by the organizationLack of flexible work arrangements(e.g.,remote work,hybrid work)Organizational siloes prevent employees from co

30、nnecting/collaborating50%48%42%41%40%“Relying only on traditional surveys creates trust issues in the organization.”HR manager,UAE FUEL YOUR EX LISTENING STRATEGY WITH ACTIONABLE DATA FORRESTER OPPORTUNITY SNAPSHOT:A CUSTOM STUDY COMMISSIONED BY QUALTRICS|DECEMBER 2022OverviewCurrent StateChallenges

31、OpportunityConclusionChallenges7“What are the biggest barriers to improving your EX listening strategy?”Critical Gaps In Technology And Skills Inhibit EX Improvement To improve the effectiveness of their EX listening strategies,surveyed HR/EX professionals recognize the need to invest in new resourc

32、es.Forty-five percent say that the top EX barrier is the macroeconomic pressure on hiring,followed by the lack of technology(39%)and cost of new capabilities(38%).Budgetary pressure is the common denominator,but its not their only challenge.A lack of explainability also forms a barrier between execu

33、tives and practitioners,as some leaders do not believe a listening strategy is worth the investment(35%)and surveyed HR/EX professionals are denied support(35%)or the necessary bandwidth/resources to expand(34%)even from their own department.This necessitates an intuitive and user-friendly technolog

34、y suite that professionals can make a business case for.Base:213 global HR and EX professionals responsible for influencing listening strategiesNote:Showing top 6 responsesSource:A commissioned study conducted by Forrester Consulting on behalf of Qualtrics,November 2022Macroeconomic pressure is maki

35、ng it difficult for our EX/HR team to hire and retain talent.45%We lack the technology needed to capture actionable EX data.39%The cost of new technology/capabilities is too high.38%Our executive leadership team doesnt believe its worth the investment.35%Our department does not receive the support i

36、t needs from our organization to expand our EX program.35%We dont have enough bandwidth/people to prioritize it.34%FUEL YOUR EX LISTENING STRATEGY WITH ACTIONABLE DATA FORRESTER OPPORTUNITY SNAPSHOT:A CUSTOM STUDY COMMISSIONED BY QUALTRICS|DECEMBER 2022OverviewCurrent StateChallengesOpportunityConcl

37、usionChallenges8Organizations Lack The Critical Capabilities Needed To Scale Their EX DataMore than half of surveyed HR/EX professionals lack scalable,proactive EX capabilities like organizational network analysis(61%)and predictability tools(57%).According to respondents,these are critically import

38、ant with 74%saying organizational network analysis is“Very Important/Important,”and 72%saying the same about predictability.The absence of these capabilities blurs the visibility for HR/EX teams,reducing their ability to holistically analyze workflows and communication streams throughout the organiz

39、ation versus asking and receiving feedback directly from employees.Additionally,they are lacking the tools they need to analyze unstructured data,such as voice,sentiment,and natural language understanding(NLU).“Which of the following EX technology/capabilities is your organization lacking?”Base:213

40、global HR and EX professionals responsible for influencing listening strategiesNote:Showing top 5 responsesSource:A commissioned study conducted by Forrester Consulting on behalf of Qualtrics,November 2022“The traditional method doesnt provide results that contain anything important.”HR director,UK

41、Organizational network analysisPredictabilityVoice analyticsSentiment analysisNatural languageunderstanding(NLU)We lack this technology/capabilityWe think this is“Very Important/Important”61%74%57%72%48%67%45%67%45%63%FUEL YOUR EX LISTENING STRATEGY WITH ACTIONABLE DATA FORRESTER OPPORTUNITY SNAPSHO

42、T:A CUSTOM STUDY COMMISSIONED BY QUALTRICS|DECEMBER 2022OverviewCurrent StateChallengesOpportunityConclusionChallenges9Opportunities To Improve And Expand EXEvolving EX Means Listening Beyond Traditional Surveys Seventy-three percent of surveyed HR/EX professionals say its critical for them to decre

43、ase their reliance on traditional surveys,despite their popularity.Rather,a suite of sophisticated EX tools would improve their ability to react and respond to the needs of their employees(71%).More than three in four respondents agree they need help to make the business case to their organizations

44、for an investment in EX technology,so explainability remains an important part of the equation to evolve their EX platforms.Surveyed HR/EX professionals also agree that a more robust and detailed listening strategy is both critical to improving EX(73%)and removing organizational siloes(73%).Ultimate

45、ly,this shows that diversifying the methods and tools that make up a listening strategy can remove barriers to improving EX.Base:213 global HR and EX professionals responsible for influencing listening strategiesNote:Showing top 4 responses;total percentages may not equal separate values due to roun

46、ding.Source:A commissioned study conducted by Forrester Consulting on behalf of Qualtrics,November 2022Strongly AgreeAgreeWe need help to create the business case for investing in anEX platform.76%36%40%Implementing a listening strategy in which we listen beyondsurveys is critical to improving EX.73

47、%32%40%A more robust listening strategy would help us removeorganizational siloes.73%28%45%Having access to a suite of sophisticated EX tools wouldimprove our ability to react and respond to employee needs.71%27%44%FUEL YOUR EX LISTENING STRATEGY WITH ACTIONABLE DATA FORRESTER OPPORTUNITY SNAPSHOT:A

48、 CUSTOM STUDY COMMISSIONED BY QUALTRICS|DECEMBER 2022OverviewCurrent StateChallengesOpportunityConclusionOpportunity10The Ideal EX Platform Is Agile And Produces Detailed,Actionable DataAbove all else,surveyed HR/EX professionals seek to lay the foundation for their EX listening strategies on techno

49、logy that allows them to dig deeper into the root of EX gaps(50%),allowing them to predict and act on feedback rather than waiting for it.They are also in critical need of a platform with built-in agility,allowing them to rapidly respond to employee service and support needs(49%)and gain operational

50、 flexibility and easy,out-of-the-box setup(44%).An improved user experience for managers and leaders(45%)is also a top benefit of the ideal EX platform.Having a transparent and intuitive technology platform can solve the issue of explainability and drive corporate support.“Which of the following ben

51、efits from a technology platform would most improve the execution of your listening strategy?”Base:213 global HR and EX professionals responsible for influencing listening strategiesNote:Showing five responsesSource:A commissioned study conducted by Forrester Consulting on behalf of Qualtrics,Novemb

52、er 2022Increased understanding of employee experience gaps,helping us to acton employee feedbackImproved responsiveness for employee service and supportImproved user experience for managers and leadersIncreased operational flexibility from an easy-to-implement,easy-to-set-up,out-of-the-box solutionI

53、mproved predictability and automation from AI-driven workflows50%49%45%44%41%“With surveys its often difficult to interpret feelings behind answers.”EX director,FranceFUEL YOUR EX LISTENING STRATEGY WITH ACTIONABLE DATA FORRESTER OPPORTUNITY SNAPSHOT:A CUSTOM STUDY COMMISSIONED BY QUALTRICS|DECEMBER

54、 2022OverviewCurrent StateChallengesOpportunityConclusionOpportunityuserid:68050,docid:144504,date:2023-11-02,11Project Team:John Lloyd,Market Impact ConsultantJenna Bonugli,Associate ConsultantContributing Research:Forresters Consumer and Digital research groupConclusionIn this study,we learned tha

55、t the ideal listening strategy is founded on detailed,actionable data from an agile and intuitive technology platform.As HR/EX professionals plan to evolve and increase engagement in their organizations,they should keep the following in mind:Use a multichannel approach.Infuse your EX listening strat

56、egy with holistic,unstructured data from tools like organizational network analysis,predictability,and sentiment analysis.This will diversify your data and supplement the use of traditional feedback methods.Emphasize explainability.Decision-makers who dont understand the enterprisewide benefits of g

57、oing beyond surveys can suppress EX evolution.Ensure that the tools/capabilities you make a business case for are explainable,intuitive,and improve the user experience.FUEL YOUR EX LISTENING STRATEGY WITH ACTIONABLE DATA FORRESTER OPPORTUNITY SNAPSHOT:A CUSTOM STUDY COMMISSIONED BY QUALTRICS|DECEMBE

58、R 2022OverviewCurrent StateChallengesOpportunityConclusionConclusion12MethodologyThis Opportunity Snapshot was commissioned by Qualtrics.To create this profile,Forrester Consulting supplemented this research with custom survey questions asked of 213 HR/EX professionals from North America and EMEA.Th

59、e custom survey began and was completed in November 2022.ABOUT FORRESTER CONSULTINGForrester provides independent and objective research-based consulting to help leaders deliver key transformation outcomes.Fueled by our customer-obsessed research,Forresters seasoned consultants partner with leaders

60、to execute on their priorities using a unique engagement model that tailors to diverse needs and ensures lasting impact.For more information,visit Research,Inc.All rights reserved.Unauthorized reproduction is strictly prohibited.Information is based on best available resources.Opinions reflect judgm

61、ent at the time and are subject to change.Forrester,Technographics,Forrester Wave,and Total Economic Impact are trademarks of Forrester Research,Inc.All other trademarks are the property of their respective companies.For additional information,go to .E-56359DemographicsENDNOTES1 Source:“Forresters E

62、X Index:A Deeper Look At The Data,”Forrester Research,Inc.,March 4,2020.REGIONEMEA51%NA49%DEPARTMENTHuman resources52%Dedicated EX team48%INDUSTRY(TOP 4 ONLY)Telecom11%Technology/technology services10%Financial services/insurance9%Retail7%COMPANY SIZE5,000 to 9,999 employees72%10,000 to 14,999 employees21%15,000 to 19,999 employees6%20,000 or more employees1%FUEL YOUR EX LISTENING STRATEGY WITH ACTIONABLE DATA FORRESTER OPPORTUNITY SNAPSHOT:A CUSTOM STUDY COMMISSIONED BY QUALTRICS|DECEMBER 2022OverviewCurrent StateChallengesOpportunityConclusionConclusion