Stefan Hierl

Stefan Hierl

Stefan Hierl

Director People Analytics, Adidas

adidas people analytics

Applying Customer Experience Analytics to Engagement

Learn about the approach that adidas is using to gain deeper insight into Employee Experience that are already used successfully in Marketing / Customer Experience

The Context

Frustrated with traditional Employee Engagement Surveys and the whole concept, Adidas wanted to make the whole approach more actionable and therefore borrow a lot of the concepts which already used in the consumer experience management area at the company.

The Project

With the creation of our new People Strategy, we at adidas have set ourselves two important goals:

  • Becoming the best sports brand in the world by becoming a truly consumer-centric organisation
  • Putting our people at the heart of everything we do to attract and retain world class talent.

When it comes to measuring whether we are living up to these ambitions, our staff and consumers are the best sources of insight. Only by systematically asking for feedback are we able to create a great experience inside and outside our organisation.

What You Will Learn

This presentation will talk about how adidas is applying some of the systematic approaches from the consumer experience arena, such as the Net Promoter System, in addition to the employee experience.

Learn how these techniques and approaches can be used in your own organisation - and where to get the skillsets you need to make it a success.

Day: 1

Track: Action

Analytics Sophistication: Medium - Advanced

Stefan has been working at the adidas for 10 years in various parts of the company. He spent almost the same amount of his career in IT and in business functions, and has always worked at the intersection between technology and business.

Before joining the global HR Strategy team as Director of People Analytics in June 2016, he worked on implementing various internal and external facing Digital Platforms. His previous digital expertise has helped him to bring new ideas and approaches into the HR organisation.

Stefan is convinced that HR Functions can benefit a lot from learning and adopting methods and technology from the marketing area, and has managed to successfully bring some of those concepts to life at adidas HR.

Company: Adidas Group

Industry: Manufacturing

Employees: 54,000

Adidas AG (styled as adidas) is a German multinational corporation, headquartered in Herzogenaurach, Germany, that designs and manufactures shoes, clothing and accessories. It is the largest sportswear manufacturer in Europe, and the second biggest in the world.

It is the holding company for the Adidas Group, which consists of the Reebok sportswear company, TaylorMade-Adidas golf company (including Ashworth), 9.1% of FC Bayern Munich and Runtastic, an Austrian fitness technology company. Adidas revenue for 2016 was listed at 19.29 billion.

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