Delivering Personalisation at Scale in EX

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Stephen Choo

Delivering Personalisation at Scale in EX

If you ever need an example of how employee experience (EX) is changing the way businesses operate, then look no further than your office space.

I’m sure just a handful of years ago employees would have had their own individual permanent desk with a wired-phone, and they were expected to come into the office everyday between set hours.

In most cases, none of that exists anymore. It’s disappeared in just a handful of years to be replaced with an entirely new experience where we work in times and ways most suited to our individual needs.

This reality has caused an exponential shift in our workforce. Some futurists have even called it “a tsunami” in terms of the challenges we increasingly face in managing our workforce. The shift is predominantly driven by three factors:

  1. First and foremost, as the lines between our professional and personal lives blur we increasingly look for the convenient and engaging experiences we have outside of work to be replicated inside our workplace.
  2. Then there’s the trend of ultra-cool workplace designs, which organisations are increasingly using to attract and retain talent.
  3. Lastly, workplaces are becoming more transparent than ever. Employee reviews on sites like Glassdoor can make or break a brands’ success.

To succeed in this new age of employee experience and expectations, personalisation is key. But how do you deliver personalisation at scale, especially when you have a diverse range of unique needs to meet?

Personalisation and the Employee Experience

Hyper-personalised segmentation

Generally, companies still segment employees on a limited view of demographic factors such as age, generation, gender and tenure. However, this broad brush approach of segmentation is rapidly becoming obsolete in our increasingly complex workforce.

Instead, our extended workforce is made up of an intersection of many characteristics such as generations, nationalities, sexual preferences, social causes and much more. It is much more meaningful to practice hyper-personalised segmentation to consider individuals’ needs, preferences, attitudes, intentions and motivations.

Individualised critical moments

Currently, our narratives on our employees’ critical moments are still confined within the four walls of the organisations. We assume all employees go through the same well-defined career milestones like recruitment, onboarding, development, promotion and offboarding.

In reality, this isn’t the case. This is because our professional and personal lives are increasingly intersecting and integrating, influencing the way we engage and understand each interaction. Events in our personal lives can have profound implications on our performance and experience at work. It’s critical we remember this when designing and delivering employee experiences today.

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To delight your employees it’s critical that we co-design and create individualised and tailored experiences.

Find out how Telstra - the leading Australian telco - is transforming its employee experience for this new world. And for more EX inspiration from some of the world’s largest brands, Ford shares how it is overhauling the company’s employee experience.




Qualtrics is the technology platform that organisations use to collect, manage, and act on experience data, also called X-data™. The Qualtrics XM Platform™ is a system of action, used by teams, departments, and entire organisations to manage the four core experiences of business—customer, product, employee and brand—on one platform. Over 10,000 enterprises worldwide, including more than 75 percent of the Fortune 100 and 99 of the top 100 U.S. business schools, rely on Qualtrics to consistently build products that people love, create more loyal customers, develop a phenomenal employee culture, and build iconic brands.

To learn more and for a free account, visit:

Qualtrics Australia  //  Qualtrics Singapore  //  Qualtrics Japan

Want more from Qualtrics?  Watch their webnar:  How to Get Employees Engaged Faster to Perform

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