Enterprise feedback platform provider Qualtrics has released new solutions to combine consumer feedback about online interactions with digital analytics – in order to increase conversion.
The company focuses on “experience management”, offering ways for companies to leverage the feedback of employees and customers to design and improve products and experiences.
“As the volume of digital transactions increases, the competition for loyal consumers has never been higher,” said Jay Choi, Chief Product Officer at Qualtrics. “Organisations need to design both memorable, personalised experiences that consumers want, based on a 360 view of their feedback and behaviours in order to build lasting customer and brand loyalty.”
Quickening the Pace of Digital Transformation
Qualtrics emphasised that the acceleration of digital transformation thanks to the ongoing COVID-19 pandemic meant that delivering digital experiences that customers wanted was now a priority. According to a study carried out by the Qualtrics XM Institute, more than 75% of over 17,000 global consumers embarked upon new digital activities over the past year, including such activities as ordering groceries, online learning, and receiving medical advice.
Among the new offerings from Qualtrics are:
- Web UX and in-app experience optimisation, automatically identifying underperforming app design and UX elements that are causing visitors frustration, such as site layout
- Ecommerce experience optimisation, which uses customer feedback and behavioural signals to identify “pain points” such as shipping costs
- Digital journey optimisation, for personalising interactions and identifying high-valuable or potential churn customers
Its new solutions are delivered in partnership with the likes of Contentsquare, FullStory, and Quantum Metric, and are intended to help companies better understand the preferences and needs of customers so that improved digital experiences can be delivered.
“As we enhance our digital footprint, our priority is customer obsession,” said Kevin T. McAuliffe, VP of Digital Transformation and Delivery at Travel + Leisure Co., a joint customer of Qualtrics and FullStory. “We need to understand how our customers use what we are building and how they actually consume a digital experience. Digital analytics allow us to understand perception and behaviour together so we have our eyes wide open about the customer journey and can make the best decisions about where to spend effort and capital.”
