Story
Qualtrics
Imperial BrandsImperial Brands Brings Experience Feedback onto Qualtrics
Imperial Brands, a consumer staples organization in the United Kingdom, uses EmployeeXM from Qualtrics to support research and listening for CX and people teams.
Value results
| Category | Value result |
|---|---|
| Capability | Research and listening stays visible to adjacent teams through EmployeeXM |
| Capability | CX and people teams work from the same EmployeeXM record for experience feedback |
| Capability | Experience feedback can be reviewed without waiting on a personal export |
Story
Consumer Staples work at Imperial Brands spans more than one site, even when headquarters sits in the United Kingdom. Experience feedback was splitting across regional habits. CX and people teams asked for a shared way to run research and listening without freezing local judgment.
Qualtrics (EmployeeXM) is what they standardized on. Qualtrics is an experience management platform for surveys, feedback, and journey insights across customers and employees. Imperial Brands uses it as the system of record for experience feedback, with CX and people teams as the primary operators and other groups coming in through the same queue.
Leaders get a picture they can actually walk. Teams get fewer mystery statuses. The story is about operating change, not an unpublished percentage.
