SAP Qualtrics


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What is Qualtrics?

Qualtrics is a global leader in the experience management space, whereby companies use the software to both measure and improve the customer experience for external clients and internal employees and stakeholders.

Shift to Customer Experience

Founded in 2002, Qualtrics offered a survey product utilized by universities primarily for their research needs. In 2017, the company shifted from separate products to its cloud-based XM platform. In a Harvard Business Review article, Qualtrics Founder Ryan Smith described communicating the company’s move to XM with senior leaders: “On the table was a transition away from multiple products to a single platform, where enterprise clients could manage customer, employee, product, and brand experience in one place. We were going to burn the boat on our previous products and launch the XM category.”

Seeing the rapid movement toward the customer experience category, SAP completed its acquisition of Qualtrics in 2019. The company went public in 2021.

Today, the Qualtrics XM Platform includes:

  • Customer XM
  • Employee XM
  • Brand XM
  • Product XM
  • Design XM
  • Services XM

Key Considerations for SAPinsiders

What is Qualtrics?

Qualtrics is a global leader in the experience management space, whereby companies use the software to both measure and improve the customer experience for external clients and internal employees and stakeholders.

Shift to Customer Experience

Founded in 2002, Qualtrics offered a survey product utilized by universities primarily for their research needs. In 2017, the company shifted from separate products to its cloud-based XM platform. In a Harvard Business Review article, Qualtrics Founder Ryan Smith described communicating the company’s move to XM with senior leaders: “On the table was a transition away from multiple products to a single platform, where enterprise clients could manage customer, employee, product, and brand experience in one place. We were going to burn the boat on our previous products and launch the XM category.”

Seeing the rapid movement toward the customer experience category, SAP completed its acquisition of Qualtrics in 2019. The company went public in 2021.

Today, the Qualtrics XM Platform includes:

  • Customer XM
  • Employee XM
  • Brand XM
  • Product XM
  • Design XM
  • Services XM

Key Considerations for SAPinsiders

  • Commit to a Greater Customer Experience. In this article, learn how to establish an effective customer experience model in your company to better anticipate customer needs and drive continuous innovation. Author Joe Mullich writes, “Most organizations know the value of site analytics. However, utilizing feedback management tools such as Qualtrics allows companies to validate assumptions and identify customer needs and pain points to avoid surprises. This first-party feedback can be utilized to drive prioritization of investments for technology innovations, internal process changes, and brand experience changes.”
  • Learn How to Improve E2E Procurement Performance with SAP Ariba and Qualtrics. In this webinar, SAPinsiders discover how the volatility of today’s supply chains means finding ways to lower risks and improve efficiencies in the source-to-pay process. Infosys explains how to create an end-to-end sourcing and procurement solution based on Qualtrics XM platform, SAP Ariba, and SAP migration tool for Cloud Integration. Understand how to add an experience layer to your procurement solutions for the betterment of buyers and suppliers.
  • Technology is Accelerating Motor Oil Group’s Deep Energy Transformation, Innovation, and Expanded Customer Experience. In this article, learn how changing customer expectations are leading Motor Oil Group to transform from an oil and gas-focused company to one with eyes on renewable energy production and use. Nikos Giannakakis, Chief Information Officer, explains that the Group “is using SAP Analytics Cloud for robust analytics and reporting and is moving beyond predictive to prescriptive capabilities. Qualtrics is being considered for customer experience management, including automating the development of leading KPIs, the top priority being non-fuel sales.”

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  1. SAP Sets the Stage for New XM Frontier With Qualtrics Acquisition

    Reading time: 3 mins

    Audio pioneer Dolby Laboratories, which has been delivering audiophiles a superior sound and sight experience since the 1970s, decided in 2016 that it wanted an equally stringent level of quality assurance for its business process testing. The business sought a risk-based automated testing solution to reduce or eliminate regression test coverage gaps and lengthy testing…