New platform enables companies to personalise experiences at scale and aggregate granular customer insights
Qualtrics announced Experience ID, a single, unified view of everything customers and employees have shared with a company
These include things customers want a company to know about them, such as their preferences, beliefs and feelings about their experiences with their product or brand. Experience ID enables companies to personalise experiences at scale, giving them granular insights about individuals, while also delivering powerful aggregated views by segment, such as teams, geographies, verticals and more, to identify emerging trends and new market opportunities.
Experience ID is built on the Qualtrics XM Operating System and brings in capabilities from the recent acquisitions of Clarabridge, the leader in conversational analytics, and Usermind, a leader in journey orchestration. Through this powerful combination, Experience ID captures every form of customer feedback, from call centre transcripts to social media posts to product reviews and survey data, helping teams understand an individual’s emotion, effort and intent across their entire journey with a company.
Qualtrics CEO Zig Serafin said:
“For decades, organizations have been trying to deeply understand their customers and employees. But the universe of feedback is so vast that they need the right technology to capture it and put it into action. Experience ID delivers a powerful lens that can focus on each customer and employee, and also zoom out and reveal the big picture, enabling organizations to build deep, personal relationships with customers and employees, authentically and at scale.”
Experience ID enables companies to identify areas of friction in the customer journey and take immediate action. For example, an airline can see that one of their frequent flyers had a negative experience trying to change a flight online. Experience ID can aggregate customer feedback across channels to determine whether or not other flyers are having similar experiences, allowing the company to intervene, improve their processes and resolve the issue.
By aggregating and analyzing customer insights from every source, Experience ID can help companies quickly identify new market opportunities. For example, Experience ID can monitor a healthcare system’s patient feedback and alert teams that, over the past 18 months, there has been a spike in feedback for “online post-surgery check-ins,” indicating a growing demand for this virtual healthcare service. Experience ID can pinpoint which patient groups might prefer specific virtual services over others in different regions, telling the company exactly where they should invest in new digital offerings and where they might need to increase office staff for in-person visits.
In terms of availability, customers can access capabilities including profiles, segmentation, digital intercepts for personalisation, automated workflows and sentiment detection immediately. The fully integrated Experience ID will be available in 2022.