Tech’s Role in EX and Productivity
Summary: In 2019, Citrix gave the company the goal of being the preferred way to work for 1B users by 2023. With Brand Research insights indicating that Citrix had the permission stretch into this broad goal, the Brand Experience team took on the challenge of understanding how to express a clear and authentic story that positioned Citrix as an employee experience leader. Conducting a three part research initiative, we investigated the role of tech in shaping the employee experience in order to build an informed path to positioning and affirming the value of our brand and solutions breadth in this new space. Through 3 distinct lenses (Leadership, Technology and Employee) we dissected insights and drew the strong conclusion that technology plays a key role in Employee Experience.
Role: Research Co-Lead and Brand Media Campaign Lead (survey development, content creation, paid media programming)
Results: 3 Unique Research Programs with Custom Content and Media Promotion Programs (Economist Intelligence Unit, Quartz Insights, Dow Jones Intelligence - WSJ). Research was used across Citrix events inclusive of Industry Analyst’s Day, Tentpole Customer Conference and Sales Presentations. Coined new EX term: Digital Wellness.
Sample:
Dow Jones Intelligence WSJ (Technology) - The New Employee Experience
Economist Intelligence Unit (Leadership) - The Experience of Work