Qualtrics

QualtricsXM is a comprehensive platform for experience management that empowers organizations to measure, understand, and act on feedback from all of their stakeholders—customers, employees, product users, and broader audiences. It provides tools to continuously collect experience data (X-data) alongside operational data (O-data), integrate them into a unified system, and surface insights that reveal how perceptions, behaviors, and outcomes are intertwined. By doing so, QualtricsXM helps organizations close the loop: not merely capturing sentiment, but converting it into prioritized, prescriptive actions. Its architecture is built for scale, enabling agile feedback loops, automated workflows, advanced analytics, and real-time dashboards so that teams across an enterprise can collaborate on designing better experiences.

One of the foundational capabilities of QualtricsXM is its feedback collection and listening engine. It supports multiple channels—surveys, in-app feedback, chat, social media, review sites, contact center transcripts, and more—and funnels that unstructured and structured feedback into a central repository for analysis. Its “XM Discover” module offers connectors to ingest feedback across disparate platforms and applies machine learning and natural language processing to uncover themes, sentiment, intent, and root causes. In other words, organizations don’t just see that customers are unhappy, but they can also see why. These insights are surfaced in custom dashboards and visualizations, giving stakeholders tailored views of the customer journey, employee lifecycle, product usage, and brand reputation.

Beyond analysis, QualtricsXM is designed to drive action. The platform supports intelligent alerting, automated workflows, tasking, and closed-loop ticketing so that insights don’t stay trapped in reports. For instance, when feedback reveals a problem in the onboarding process, the system can trigger a task to the relevant team, notify the right person, and monitor progress. Predictive analytics can forecast outcomes like churn, engagement, or loyalty. Because the platform connects with existing enterprise systems (CRM, HRIS, support tools, ERP, etc.), insights can feed into operational decisions across marketing, HR, product development, customer service, and more. This synergy ensures that experience intelligence becomes part of how the business operates, rather than an isolated analytic silo.

What truly distinguishes QualtricsXM is its ambition to embed experience management as a core discipline and culture in organizations. Its vision is to make XM not just a program, but the operating system for the experience economy. To that end, it provides training, methodology, frameworks, and best practices to help teams build maturity in listening, interpreting, and acting. It encourages distributed decision-making: across departments, geographies, and levels, people get access to relevant insights in digestible formats, empowering them to contribute to a consistent, responsive experience strategy. With this approach, QualtricsXM helps organizations become more adaptive, customer-centric, and resilient in rapidly changing markets.