Discover the Future of Technology

Qualtrics Aims to Bridge the 'Action Gap' with AI Copilot

Qualtrics, a leader in experience management, is advancing its artificial intelligence (AI) strategy with the launch of new features designed to bridge the gap between collecting customer feedback and taking action based on it.

The latest addition to their offerings, Qualtrics Assist for CX, is a copilot tool aimed at managers and executives seeking to explore customer experience data seamlessly. Currently in preview and set for broader release in the coming quarter, it provides guided insights that empower users to ask straightforward questions like, 'What are the top three customer complaints?' while receiving instant, data-supported responses.

During a recent visit to Australia, Qualtrics president Brad Anderson remarked that there are currently no comparable tools on the market. He emphasized that these AI 'experience agents' enable organizations to effectively 'close the loop' on feedback consistently.

Qualtrics processes a staggering volume of experience data through its cloud, which includes 1.2 billion surveys annually, averaging 14.5 questions each. This extensive data collection allows the company's experience agents to understand customer or employee needs better and facilitate appropriate actions.

The capabilities of this new tool are significant, offering guidance to frustrated customers on websites, intelligent survey follow-ups, and automated 'make good' offers, such as bonus points for high-status passengers affected by in-flight entertainment issues. Anderson explained that these advancements improve survey completion rates, elevate customer experiences, and can potentially double actionable insights.

Qualtrics Assist for CX joins an existing suite of AI-driven products offered by the company, including Conversational Feedback for generating dynamic survey questions and the Digital Experience Analytics platform, which utilizes heat maps to identify website performance issues.

Sam Ramjahn, head of solution engineering for Asia-Pacific and Japan at Qualtrics, shared that one Australian airline testing Assist for CX drastically reduced the time required to comprehend unstructured feedback from months to hours. He noted, 'There's no point in asking for feedback if you’re not going to act on it.'

According to Vicky Katsabaris, director of experience management strategy at Qualtrics, only 10% of organizations effectively convert their experience data into actionable measures. She highlighted AI's potential to analyze feedback from multiple channels efficiently and determine the best course of action for each scenario.

However, the product launch coincides with data revealing a reluctance among senior executives in Australia to lead in AI adoption, despite 76% prioritizing experience delivery. Only 8% deem it a critical priority, a stark contrast to 41% of their US counterparts.

McKinsey partner Martin Lindqvist warned that the stakes are high, as organizations could potentially harvest $1.3 trillion annually worldwide by leveraging AI to enhance customer experiences, a figure that might climb above $2 trillion.

Lindqvist affirmed that while Australian organizations demonstrate bold vision, they must redesign their customer experiences, emphasizing the need to listen closely to customer needs.

He urged organizations to embrace experimentation in this fast-evolving landscape, noting, 'The pace of change is unlike anything we’ve seen.'

In summary, as Qualtrics continues to lead the charge in AI-powered experience management, the potential for organizations to enhance their customer engagement strategies through advanced data insights is significant.