Experience management (XM) platform Qualtrics this week launched a new Strategy & Research Suite focused on collecting customer feedback to optimize customer experiences. The solutions announced include a number powered by artificial intelligence.
It also announced new solutions to optimize in-store, online and call center customer experiences.
The Strategy & Research Suite. The Suite includes the following components:
- Research Hub. A kind of DAM for every piece of research conducted, not only by a brand but by agencies as well as publications and research created outside the Qualtrics platform.
- Video feedback. Beyond written answers to surveys, video feedback can convey sentiment and tone. Qualtrics AI can analyze and surface insights from video at scale.
- Live one-on-one. Remote interviews conducted through the Qualtrics platform with themes and topics summarized by Qualtrics AI.
- Online panels. A new self-service solution that allows users to quickly assemble target panels from Qualtrics panelist profiles.
Reaching the customer. New solutions are designed to manage and optimize customer experience wherever they are. Qualtrics Frontline Locations is designed to identify and remove friction across channels (in-store, voice calls, chats, social reviews, ratings, surveys) by listening to customer feedback across those channels with analysis provided by Qualtrics AI.
Dig deeper: What is customer experience and why does it matter?
Specific Qualtrics AI solutions. Qualtrics also announced new products driven by Qualtrics AI:
- Qualtrics Assist. A tool for business users to gather insights o both customer and employee experiences using natural language prompts.
- Conversational feedback. This uses Qualtrics AI to generate real-time follow-up questions based on survey responses.
- Intelligent summaries. Concise, AI-generated overviews of customer and employee feedback.
Why we care. It’s an experience economy. If 80% of customers are ready to switch brands, not because of product or price, but because of poor experience then experiences are worth monitoring and managing. And if customer experience partly reflects good or bad employee experience, then that’s probably worth managing too.
Qualtrics has been in this space for a while, but it’s seasoning its offerings with heavy doses of AI.
About the author
Kim Davis is currently editor at large at MarTech. Born in London, but a New Yorker for almost three decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Shortly thereafter he joined Third Door Media as Editorial Director at MarTech.
Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.
