Workday + Qualtrics

At a company like Workday, where customer service is a core value, fragmented insights aren't just inefficient, they're a strategic liability. Across the product organization alone, there were more than 125 ways teams gathered customer information, rarely documented and almost never shared. Researchers, designers, product managers, and engineers were each working from a different picture of the customer. The result: siloed decisions, duplicated effort, and no reliable way to build on what the organization already knew. Scaling a research practice on that foundation wasn't just hard, it was impossible.

Workday partnered with Qualtrics to build a durable, enterprise-wide insights engine that any team could contribute to and consume from. In-product intercept surveys replaced a flawed homegrown solution that would have taken 25 years to deploy across the full product stack. A panel management approach gave researchers fast access to hard-to-reach audiences like HR professionals and system administrators. And a newly designed Ideation Hub replaced a 15-year-old feature request tool that product teams had stopped reading, replacing the wrong question ("what do you want?") with the right one ("what problem are you trying to solve?"). Unified dashboards now combine voice of customer data with ideation submissions across 3,800 Workday employees, giving teams a single place to decide where to invest.

Watch Tammy Snow tell the full story at X4 2026.