International multi-channel jewellery brand, Michael Hill has partnered with experience management provider, Qualtrics to utilise the Qualtrics Experience Management Operating System to accelerate and inform new initiatives.

Following a year of record digital sales, Michael Hill is evolving its retail and people experience fundamentals, in-store and digital execution, and visual merchandising standards.  

Michael Hill is redesigning the way it listens and engages its 2,200 team members using Qualtrics EmployeeXM to capture regular qualitative and quantitative feedback from team members with insights supplementing the brand’s annual team member engagement program.

“Michael Hill’s People Promise – enabling you to realise your potential – and our culture is what sets us apart as an employer of choice and aspirational brand to our teams and customers,” Michael Hill chief people officer, Joanne Matthews said.

“Delivering this promise is critical to our ongoing transformation, and Qualtrics is central to achieving it. The technology selected will provide us with insights to inform our decision making and gives us the ability to frequently capture and act on feedback in real-time to design new or improve existing team member initiatives, while also ensuring our workforce have the support they need to deliver a great in-store experience.”

The investment in Qualtrics has seen almost 90% of Michael Hill team members respond to the first interaction through the operating system, and the current engagement score is 13% greater than the retail industry average.

As part of the experience transformation, Michael Hill will use Qualtrics BrandXM to develop a real-time brand tracker outlining how the brand is performing in individual markets, how it is perceived against competitors, and to identify key drivers for growth.

Michael Hill chief marketing officer, Jo Feeney said, “For us to position Michael Hill as an aspirational jewellery brand it is essential that we rapidly and regularly track market dynamics, brand perception, and the competitive landscape in each market we operate in.

“With regular access to market insights captured by Qualtrics, Michael Hill will be able to make data-driven decisions that give us a significant competitive advantage by ensuring we align our brand with insights from our customers, and by optimising our marketing investments and strategies.”

Qualtrics managing director for Australia and New Zealand, Jason Laufer added, “Every organisation is going through an experience transformation as they work to respond to evolving behaviours, expectations, and preferences among their customers, employees, and the broader market.

“In this environment experience management is critical, equipping organisations such as Michael Hill with the insights and ability to continually design and improve the experiences people want with confidence and precision.”