Qualtrics is the global leader in experience management (XM), used by more than 19,000 organisations including 85% of the Fortune 100. Its platform collects and analyses feedback across every touchpoint of the customer and employee journey, connecting experience data to operational outcomes to drive measurable business improvement.
Product Overview
Qualtrics XM Platform operates across four pillars: CustomerXM (CX and NPS programmes), EmployeeXM (engagement and pulse surveys), ProductXM (concept testing and feature prioritisation), and BrandXM (brand tracking). Its AI-powered text analysis — iQ — processes open-ended feedback at scale, categorising themes and sentiment across thousands of responses instantly. For RevOps teams, CustomerXM connects NPS scores and CSAT data directly to Salesforce, enabling customer health signals to inform renewal and upsell motions.
Key Features
- Survey Builder: Enterprise survey builder with 100+ question types, advanced logic, quotas, and randomisation.
- Stats iQ: One-click statistical analysis of survey data — correlation, regression, and significance testing without a data scientist.
- Text iQ: AI-driven text analysis that categorises and scores open-ended responses by theme, sentiment, and effort.
- CX Dashboards: Real-time customer experience dashboards with closed-loop follow-up workflows for at-risk accounts.
- Predictive Intelligence: AI models that predict churn risk, NPS movement, and employee attrition based on experience data.
Best For
Enterprise organisations running formal VoC (Voice of Customer), NPS, or employee engagement programmes at scale — particularly those connecting experience data to CRM and operational systems.
Pricing
Enterprise pricing — custom quotes. Typically $1,500–$5,000+/year for CustomerXM depending on responses and features. Contact sales for a quote.
Key Integrations
Salesforce, HubSpot, Marketo, ServiceNow, Slack, Microsoft Teams, SAP, Workday
Pros
- Most comprehensive experience management platform available
- Stats iQ and Text iQ reduce need for data science resources
- Enterprise-grade security and compliance
- Connects experience data to business outcomes
Cons
- Very expensive — not accessible for SMBs
- Complex to implement fully — needs a dedicated programme owner
- Over-engineered for simple survey needs
