Qualtrics

What Qualtrics is

An enterprise platform for experience data. Surveys, digital feedback and service contact evaluations come into one system, structured and text feedback are analysed together, and the output is themes, sentiment and drivers with recommendations attached.

The point is the loop closing: issues become assigned tasks with owners and follow-up rather than a report nobody acts on.

What you can do with it

• Run customer, employee and brand research programmes
• Collect feedback across surveys and digital touchpoints
• Identify themes, sentiment and drivers automatically
• Build dashboards with segmented insight
• Assign and track follow-up tasks
• Track NPS and engagement over time

Who it is for

• Research and insights teams
• Human resources teams running engagement surveys
• Customer experience functions
• Large organisations sharing experience data across departments

What to watch out for

• It is an enterprise platform: implementation, questionnaire design and analysis method all need expertise
• Employee survey data is sensitive, and anonymity promises have to be genuinely kept
• Experience programmes only pay off when someone owns the follow-up actions
• Costs and contract terms are enterprise-scale, so evaluate against simpler survey tools first